It's no longer acceptable to just transmit static, one-way messages. And that applies to all marketing communications, not just mobile. It's up to us, as marketers, to create content experiences across all media that appeal to the emotional, as well as the analytical, parts of our audience's brains.
Mobile is one of the fastest-changing channels in marketing today. CTIA-The Wireless Association reports that 96 percent of U.S. adults own a cell phone; 37 percent of those are smartphones, according to The Nielsen Company's latest numbers, up from 28 percent in November 2010.