The explosive growth of mobile technology, notably smartphones and tablets, is fueling a lot of discussion about mobile marketing strategies and tactics. There is no question the technology is currently the source of growth and focus.
But there is a bigger picture and that picture is framed by the context of mobility. David Armano in his HBR article suggests the difference between mobility and mobile is like the difference between software and hardware. He goes on to say that mobility means serving up information, convenience, and social all served up on the go, across a variety of screen sizes and devices.
Mobility extends beyond mobile because mobility is about the user experience, it’s about utility and most important; it’s device agnostic. Focusing on mobile puts our attention on the very near future limiting the discussion to smartphone and tablet capabilities. Mobility moves the conversation forward, perhaps in a slightly different way.
Here is a forward looking post suggesting that we should be thinking about ways to tell our story using a trans media approach.
Both articles are placing the emphasis on behaviors. Thinking about behaviors will add value to the conversation now and in the future.
Many thanks to Autom (@autom8) for his help in generating the topic and for his continuing insights. Here are the questions for the chat.
Q1) How do you define mobility? Is it different from mobile?
Q2) How does one keep the different channels connected to ensure consistent customer experience?
Q3) What are the cultural (corporate) implications?
Q4) Should this affect content strategy? Why?
Q5) What kind of questions should drive a mobility approach?
autom
September 4, 2012
nicely framed Joe. am particularly keen on the post referrimg to “The Internet of Things” — a seemingly invisible phenomenon thats also been evolving rapidly and while the players are in fact devices/things the spotlight remains on long-term considerations of behavioural patterning for users..not much else to add at this point – chat soon! :) a
sourcepov
September 4, 2012
Hey guys, agree, an excellent frame. A big part of tech adoption is always behavior change. We take it for granted, but look how many years it took for the internet and the cell phone to become embedded in our lifestyle .. it wasn’t overnight .. people had to learn how to use them and to adapt their behaviors ..
In both cases, the ultimate impact was a fundamental change .. a step function of new capability ..
Nice tie into to two excellent articles, background. Should be a great conversation. See you guys there, WEDS 9/5, 1pET ..
Chris
josephruizjr
September 5, 2012
Thanks Chris/Autom look forward to the chat.
Alasdair Munn (@ajmunn)
September 5, 2012
Wonderful post. The questions themselves leaves us with a clear path to how we need to think about mobility.
Marrying the way we live with the way brands or producers can market seems obvious to some, and devious to others. In reality it is a smart way to approach things. We are distracted consumers with an abundance of choice. Many of us are price lead, but we are also convenience lead. The convergence of need and opportunity often leads to action in the form of impulse. The trick is to create the impulse through presenting the fulfillment of a need at the right time.
This, for me, carries some of the essence of mobility.
I am sorry to miss this weeks chat. I hope to create a small window from which to participate from.
josephruizjr
September 5, 2012
Thanks Alasdair I hope you are able to join for some portion of the discussion. Always appreciate your insights.