Unless you've been living under a rock, you've heard the buzz about Web access on all manner of mobile devices ranging from cell phones to smartphones, e-readers, and iPads. Everyone from Google to Microsoft to IBM is pointing to the "cloud" and ubiquitous access as the future of computing.
While I'm not ready to declare 2009 (or maybe even 2010) "the year of mobile," from a marketing perspective there are some hard-to-miss signs pointing to the rapid migration away from "desktop" Web access and toward mobile Web access. So much so that it may well signal a desktop Web apocalypse. Let's have a look at some of the signs.
No one's quite ready to start writing a eulogy for desktop Web access, but it has become abundantly clear that mobile is the wave of the future, and the marketing implications are endless:
These are just a few of the challenges marketers are wrestling with, and the mobile ecosystem promises to get more complex before it gets easier.
What does it mean for brands and marketers? It's all about placing smart bets and experimenting with the knowledge that failure is a critical component of success. We learn by trying, and it's easier (and ultimately safer) to experiment while costs are relatively low.
There's no excuse to sit on the sidelines anymore. If you're not active, you're behind, and it means having to place bigger bets than if you had started years ago. Now's the time to dive in.
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Jeremy Lockhorn leads the emerging media practice (EMP) at Razorfish. The team functions as a think-tank on new technologies and next-generation media, and operates as an extension of current client teams. EMP is focused on driving groundbreaking marketing solutions for clients. Jeremy is a filter, consultant, and catalyst for innovation - helping clients and internal teams to understand, evaluate, and roll out strategic pilot programs while reinventing marketing strategies to leverage the power of emerging media. Jeremy joined the agency in 1997 and is currently based in Seattle, WA. His Twitter handle is @newmediageek.
December 12, 2013
1:00pm ET / 10:00am PT