Brand engagement: Mobile connection

Mike Doherty
Cole & Weber United

Mobile devices offer more than just a way to drive purchase, they can also build experiences that deepen brand engagement.

As smartphone penetration grows, many brands see mobile as another potential consumer touchpoint. In other words, it's an opportunity for ‘mobile marketing’, which continues to grow exponentially. According to research from mobile SQUARED, mobile advertising in Europe is expanding faster than previously projected, and is expected to reach $1 billion by 2014. US marketers will spend over $1.1 billion on mobile advertising in 2011 (up 48%) and, by 2014, spending is projected to reach $2.5 billion. While these are impressive figures, there is an even larger opportunity to move from simply ‘mobile marketing’ to ‘marketing mobile’ experiences.