Why You Should Reconsider Having a Mobile Strategy

As far as consumers are concerned, there is no such thing as mobile. This sounds like a ridiculous statement until you look at what people actually consider important in a device these days. (Hint: it isn't mobility.)

In a post for The Moz Blog, William Critchlow (founder and CEO of Distilled) writes that mobility is no longer what necessarily makes a mobile device appealing to consumers, but rather a combination of the following things:

  • Ubiquity (being able to use the same device everywhere)
  • Personalization (personal settings / privacy)
  • Always-on / instant-on
  • Designed for rapid interactions

Consider also that mobile devices are becoming more like PCs and PCs are becoming more like mobile devices. Check this screencap:

Internet trends for marketers from Will Critchlow

As there becomes less distinction between devices, and as people increasingly use their mobile devices at home and work rather than on-the-go, the "mobile" aspect of a device's many awesome characteristics fades from our psyches.  We expect it, of course; it just isn't something we think about much.  

So, as a business, does it make sense to have a mobile marketing strategy? Critchlow argues against it, writing “unless you mean to target customers who are literally walking around at the time, mobile marketing isn't really a distinct thing – it's just the future of digital marketing.”

Read the article: Why You Shouldn't Have a Mobile Marketing Strategy