Since 2014, there have been more mobile devices in the world than desktop computers, and people spend more time browsing the internet on their smartphones than on their desktops. So companies simply cannot ignore mobile as a channel to reach their consumers.
Today, marketing departments focus a meaningful part of their time and budget on mobile marketing. They have developed systematic methods to grow their mobile audience, including advertising and app store marketing. However, they are struggling to balance continued market penetration with soaring costs of acquisition. The ROI of the current mobile marketing channels is decreasing. While other channels, such as push notifications and messaging, are emerging, they won’t solve the challenge that mobile marketers face. In this article, I make the case for as a new approach to mobile marketing.