Mobile is about more than a device or platform. The combination of immediacy, personalization, scale and global reach mobile provides has democratized content, commerce and culture. It has given unlimited power to consumers who spend on average 11 hours per day on mobile devices.
Those who view mobile as simply an extension of their advertising program are wrong. Mobile is becoming core to all consumer-brand efforts, both in terms of time spent with these devices and because they are home base for search and social media and, increasingly, all things video.
For marketers, mobile is our industry’s greatest opportunity and one of our biggest challenges. That’s why the number of marketers attending Mobile World Congress has steadily increased each year. MWC isn’t just for hardware manufacturers and tech guys anymore. It has become the place to be in order to see the trends and technologies shaping the world’s collective mobile future. And it’s way beyond advertising.
Here are the five most important trends for marketers to emerge from this year’s MWC: