May 8, 2012
Remember what life was like before the smartphone? It’s okay, we don’t really either. It’s hard to imagine a time where we didn’t play on our phones during commercial breaks or shop favorite retail sites while waiting for the bus. There’s no doubt the proliferation of smartphones and mobile devices have disrupted the way we consume media, interact with brands, and interact with each other. We had the pleasure of attending a breakfast hosted by eMarketer last week where we discussed this phenomenon of multitasking and how it impacts integrated mobile marketing.
Noah Elkin, Principal Analyst, discussed the changing landscape of mobile and subsequent consumer behaviors, the challenge of multitasking, and how marketers should adapt.
- Devices are quickly evolving, but consumer behaviors aren’t caught up yet—companies need to understand how to ease customers into the mobile era
- As multiple screens take over consumers’ lives, brands should embrace the different channels because there are now more touchpoints to interact with audiences
- 49% of US mobile device owners are multitasking via mobile while watching TV every day per week
- In retail, mobile devices are used to perform various shopping activities, thus disrupting the path to purchase—brands need to target shoppers’ behaviors, not just the technology
For more of our coverage of the presentation, follow us @VeltiMobile & search #eMbreakfast!