One of the most memorable quotations from the MAC Conference last week came from BuzzFeed's President, Jon Steinberg who said "having a mobile strategy is like having a laptop strategy 20 years ago." Steinberg was arguing that by separating out your mobile strategy you are making a distinction that implies that mobile is separate from your strategy instead of being at the center of your strategy.
Since hearing this I have been even more aware of how much I interact with brands and publishers on mobile. It does seem right that we are going to have to figure out a way to make the experiences on mobile and moving back and forth from mobile to desktop (non-mobile) as seamless and complementary as possible.
I found an article written by Steinberg flushing out his argument that mobile is the most important channel must be treated as such. The full article can be linked to here.
I also really like his critique of mobile sites that keep pushing you to download their apps. I too find this particularly annoying.
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