With more than half of digital content now consumed via mobile devices, approaching its creation with a mobile mind-set has become a must. The problem is, taking desktop content and merely porting it over to mobile is not going to work, experts said.
So where is a marketer to start? The first step is to better understand what exactly mobile is.
Adam Broitman, VP of global marketing at MasterCard, said he prefers the term “mobility” over “mobile.” Mobile, he said, is often associated with a device type, while mobility refers to the context in which marketing experiences are executed. [Read More]