Marketers should be less concerned with having a device-specific strategy and instead focus on a unified mobile approach that spans all mobile subchannels. This is key to reaching the mobile-ready consumer in any demographic.
Consumers today always have a mobile device within reach. These mobile devices can range from a feature-rich smartphone, like the iPhone or Android, to a flip-phone that's SMS-enabled (text messaging). While it’s easy to focus marketing efforts on a single device (e.g., creating a flashy app for an iPhone experience), marketers must break out of the “pilot” mentality and create a strategy that spans the entire mobile channel — not just an app alone.