Mobile is a key part of the modern relationship between brands and consumers. While it is by no means the only channel for brands to reach their customers, I would argue it’s the most powerful one.
Why? Because mobile is real-time. When done right, it’s bidirectional. And it gives you a 24/7 direct line to your customers as well, as the most information about what those customers really want.
But getting mobile right is hard. User expectations are more demanding on mobile than on other channels because it’s more intimate and personal. Consumers quickly lose trust when brands hit them with irrelevant content or poor experiences on mobile. Since mobile dominates time spent with digital media, it is quickly raising the expectations of consumers across the engagements with a brand. This makes mobile, well, more than mobile.