The era of the smart phone is fully ascendant in 2013. This year Deloitte estimates that the billionth such device will be activated. However, mobile marketing success going forward will be about much more than just numbers. Anticipating how user behavior will evolve will be absolutely crucial to a well-managed mobile marketing budget.
Linear No More
For example, consider the 'second screen' phenomenon. The old paradigm, first on laptops and then on mobile devices, was linear. That is, users would move through channels in succession. Linear consumer behavior is relatively easy to track as one moves from point A to point B to point C.
Now, a new behavior pattern is emerging. For example, more and more smartphone users are active while simultaneously watching TV. Key questions arise. To what degree will smartphone usage relate to the 'second screen,' the TV? Will TV viewing and smartphone activities be related or not?
Smartphones may become popular as a means for further interaction with a television program. Should such consumer behavior proliferate, mobile marketing can respond with a more cross-channel, holistic approach. In fact, in ideal scenarios, the impact on advertising may almost be counter-intuitive. That is, the successful advertisers that truly engage such cross-channel users may gain their attention in very relevant ways.