Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design

Chapter 1: Living in the Screen Age: The Evolution and Opportunity of Mobile Marketing

At the 2010 Mobile World Congress, Google’s Eric Schmidt announced that Google would develop for mobile devices first and all other devices secondarily. What that means is that Google and many other brands believe that, for the majority of customers, mobile devices will soon be—or in many cases already are—our primary means of communication. Since then, “mobile-first” has become more than just a catchy phrase. For Google and the world’s best and most forward-thinking companies, mobile-first has become a philosophy and a way of doing business. It’s a mark of just how radically mobile phones have changed our modes of interaction. Ten or even five years ago, the conversation about mobile marketing boiled down to a range of, “That’d be nice to have,” to, “HUH?” If that’s the kind of conversation your business is still having, this is the time to change the conversation. Mobile is where you’re closest to your customers, their social lives, their personal space—and their wallets. In fact, mobile phones are even starting to replace wallets with payment services like Square, Google Wallet, the rapid rise ...