Brand marketers have long debated the merits of TV, with its massive reach and engaging video, versus the combination of email and the web, which offers interactivity and increasing degrees of personalization. But a third leg of the cross-media table is emerging, and that’s smartphones, where tech development is evolving from user-driven to agent-led initiatives.
Buoyed by speedy 4G networks and larger screens that make them a more natural platform for video, smartphones offer a level of access intimacy far beyond that of the web with further potential for location-specific mentioning. The latter, of course, ties into the potential for a wave of indoor positioning systems, beacons and 5G networks with its femtocell infrastructure.
A recent Relevancy Group study on the evolving role of mobile in marketing drove home many of these points. For example, one in five U.S. consumers now say they can’t live without their
Article source: http://www.cio.com/article/3193100/mobile-development/as-smartphone-time-dominates-branding-imperatives-shift.html
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