MOBILITY + THE WEB =
THE DISTINCTION BETWEEN THE FAMILIAR
OR “REAL” WEB AND THE MOBILE VERSION
IS GOING AWAY — AND FAST.
For many mobile device users, the web experience is still
much different from the one on a traditional desktop. Early on,
the limited real estate of a cellular device required cutting the
on-screen presentation down to size. Then came the iPhone,
and with it, real web browsing. The smartphone experience
changed, taking on the best aspects of the desktop experience
— with a twist: all the functionality became mobile. Now we
can access the Internet wherever we are and whenever we
need it. With sales of smartphones finally outstripping those
of standard cell phones with PDA functions, the limited-in-function, limited-in-appearance “mobile web” will be out of
the picture by 2013. Consumers will be accessible 24/7.
The rise of
the real web
in the mobile
world means consumer
access and activities
are going to change
Brands matter more when they connect to people’s lives in the moment. That is especially true today. The “connectedness” of the Internet means brands must
always act the way they want to be perceived and talked about. The mobile
channel delivers this new reality to marketers like never before — and it’s key to
playing the game successfully. Mobile
delivers direct engagement with individuals throughout the consumer journey, in
places where brands previously had few
opportunities to interact. Take a look
around the new game board.
10 | October 2011 ANA Thought Leadership Series
Google, Facebook, Amazon, and
many other brands deliver customized experiences. That sets an
expectation, which extends to the
IT’S GOT TO BE MORE
THAN JUST TEXT.
Consumers use rich media —
photos, video, voice — in
their connections with each
other. They expect brands to
do the same.