From the high street to the boardroom, smart mobile devices that connect consumers to content, communities, businesses and brands are everywhere. Half of new mobiles sold in Western Europe in 2011 are forecast to be smartphones — the implications of the ‘mobilisation’of everyday life matter profoundly to anyone involved in the business of marketing and communications.
How many brands are taking advantage of mobile as a channel to engage directly with audiences 24/7 wherever they may be? Are marketing teams aware of the potential that mobile holds for personalised andinteractive communications? Do marketers and communications leaders know when a mobile strategy isappropriate, and are they aware of the pitfalls and how to avoid them?