Marketing. It’s all encompassing. What do you think of? Paper ads, magazine, banner ads, column ads, email, mobile, Facebook, Instagram, Twitter, Pinterest, social media posts, interviews (…wait that ought to be PR…).
The creative, messaging and delivery needs to be scalable for today’s various marketing platforms.
Creatively it needs to be scalable in pixels and structure – horizontally and vertically and square.
Messaging it needs to work whether it’s for a billboard or an infomercial.
The delivery needs to be on target creatively and on brand yet still deliver the right messaging.
Regardless it needs to work for all devices. Any digital messaging needs to be responsive to numerous end devices.
The number of mobile devices being used is growing substantially. See below Facebook’s Mobile-only Active Monthly Users. It’s on a steady incline.
Figure 1: Monthly Active Mobile Users
Facebook’s mobile growth is due to the fact that Facebook’s application is so mobile friendly.
For applications to succeed they need to include a mobile component as part of the standard marketing framework.
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