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Mobile & tablet

Marketing on mobile devices, including smartphones and tablets, in some ways replicates ‘desktop’ digital – display, search, video, microsites and social media. However, mobile also affords opportunities for messaging via SMS and in apps, and tailoring messages using location-based information. Communication design needs to fit screen size and configuration and, in developing markets, device type and data plan cost. Mobile is the most personal of platforms so brands must be particularly mindful of consumer privacy.

Key Reading

Important papers from across the Warc database

This article sets out the key issues in planning for mobile, and provides guidance for incorporating mobile into integrated communications plans. It argues that, to make the most of this channel, planners need to understand how mobile devices are used, including different patterns and contexts – they aren't just used 'on the go'.
A series of papers on the new opportunities for brands to engage in mobile moments.
The MMA on the impact of mobile compared to other channels, with a focus on brand metrics.
Why an ecosystem of 50 apps could become the dominant gateway to media consumption – and planning.
These awards are presented to campaigns that use innovation and creativity in mobile marketing.

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