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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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65. Mobility Marketing

Consumers want to access brands through alternative channels and mobile phones are quickly becoming the preferred choice for communication. Most people don’t leave home without their mobile phone, which often functions as a television, radio, CD player, camera, and computer. It’s easy to see why mobility marketing is on the minds of marketers everywhere.

Several factors are converging to create the perfect storm driving mobile adoption. Mobile devices are smaller, faster, and have robust functionality. Pricing for service, both phone and data, has dropped significantly. Creative and interesting applications are one of the biggest factors driving mobile adoption. And of course, social networking is the fuel that speeds ...

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