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      <h3>Mobile Channel in the Digital Marketing Mix</h3>
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      <i>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;By: Nick Peperell<br>
      Posted: 2010-10-04 08:07:24</i>
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      The mobile channel is going through explosive growth. From a digital marketing perspective it forces us to focus on the client objective and what's really important. Mobile changes and extends both the brand/business opportunity and the end-user experience altogether.As a user you can now interact with web services that know where you are, which direction you are facing and what your interested in.The innovative capabilities of the smartphone are changing the way we think and interact forever from the touch screen interface that users are familiar with to the location-based services offered.The market is moving rapidly with the evolution of the major operating systems and the devices that use them. Smartphones are expected to outnumber the global PC market in 2012. Think about that.The iPhone, Palm and RIM operating systems all run exclusively on devices manufactured by those companies. The Android, Symbian and Windows Mobile operating systems run across numerous devices from a variety of manufacturers including HTC, Nokia and Samsung.On demand services offering context aware rich media content have started to reach and engage a wider audience on the move. Wireless connectivity and device technology are penetrating markets worldwide at an alarming rate.The number of smartphone owners in Europe is growing 38% a year according to research released by Comscore. Tech savvy audiences in Europe are moving from desktop to mobile for a larger slice of the day while the youth market has embedded mobile as an integral part of their lifestyle spending an extended period of time to browse, purchase, communicate, publish and share content on the move. The trend across developing countries shows a 'direct to mobile generation' who have access to content directly from a handset skipping the desktop environment altogether.As smartphone technology evolves and becomes more sophisticated users demand more. Those in the creative digital industry need to embrace and integrate the mobile channel as core to their digital proposition and client business strategy in order to show a clear roadmap for future client use.While the mobile is inherently a more personal device than the laptop, the opportunity for businesses to communicate and position smart services with vast mobile reach is compelling. We have a responsibility to think in a more mobile centric way to enhance both brand communications for our clients and to create a more engaging user experience.The revolution is in your pocket. The present is mobile.Nick Peperell is Head of Digital and Magdalena Frankowska is a digital marketing executive at full service marketing agency FST The Group. See our website http://www.fstthegroup.com for help with branding, creative design, digital marketing and many more.
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