Should marketers be spending on mobile or social?
Most Integrated Marketing Mix members say they should be spending on both, because consumers see them as integrated. But forced to judge like Solomon, 71 percent of members picked mobile marketing spending over social in a poll IMM Member Thorin McGee started: "Mobile or Social Media: Which emerging marketing channel is more important to be in now?"
IMM Member Sean Phelan sums up the ideal, as well as the reality that businesses that get consumers to engage with them on mobile have to continue the engagement there.
"This is sort of a trick question," writes Phelan. "Mobile (without) social isn't worth much, and social (without) mobile isn't worth much, either. Facebook has made smartphones smarter, and smartphones have made Facebook more useful. If I have to do all my Facebook stuff at 10 p.m. on my computer when I'm done with everything else, I won't do as much with it. On the other hand, let me post something while waiting in line for my double-latte-half-soy-touch-of-granola-with-cinnamon-over-peruvian-glacier-ice ... Well, you get the idea 🙂
"The other interesting thing about mobiles and tablets is that it's making 'simple' cool again," continues Phelan. "Which means we can spend less time designing the Sistine Chapel and focus more on usability for websites and Web-based offerings."