Mobile app? Yes. Mobile web? Yes. Email? Social? Desktop? Yes to all of them, and a lot more besides.
We’ve spent some time recently at TUNE talking about MobileBest and how brands can win attention, customers, and fans in a mobile and post-mobile world. What does it mean to be MobileBest?
Here’s a simple answer:
It’s no shock to any brand marketer that we live in times of increasingly complexity and noise. Once, digital meant desktop. Now, digital means mobile. But just like radio still matters, desktop still matters. Other channels matter too, and new tools and technologies such as smartwatches, smart TVs and over-the-top add-ons to TVs, wearable tech, and voice-first smart digital agents are proliferating.
In all the noise, brands need to keep one simple rule in mind:
What’s best for your customer is what’s best for your brand.
And that’s the essence of MobileBest. Web, when appropriate, and almost always mobile-friendly web. Apps, where they make sense. And other emerging channels and media as appropriate … all of it with an understanding of the most ubiquitous and personal computing platform to date: mobile.
As Mobile Economist at TUNE, I forecast and analyze trends affecting the mobile ecosystem. I've been a journalist, analyst, and corporate executive, and have chronicled the rise of the mobile economy. Before joining TUNE, I built the VB Insight research team at VentureBeat and managed teams creating software for partners like Intel and Disney. In addition, I've led technical teams, built social sites and mobile apps, and consulted on mobile, social, and IoT. In 2014, I was named to Folio's top 100 of the media industry's "most innovative entrepreneurs and market shaker-uppers.” I live in British Columbia, Canada with my family, where I coach baseball and hockey, though not at the same time.