Keeping up with mobile technology and how it impacts consumer behavior is important because it inevitably effects how ad agencies will be reaching prospects in the near future.
“Most marketers are still struggling to figure out how to truly capitalize on the opportunities represented by long-form video and — more recently — social content. Now, a new imperative is clear, especially for those spending heavily on TV. Content and experiences that move seamlessly from one screen to another are an absolute must.” Jeremy Lockhorn, VP Emerging Media, Razorfish
Consumers’ use of emerging media driven by new technologies is moving at such a lightning pace that it’s difficult for agencies and the brands they represent to keep up. There is also the tendency for marketers to “over-focus” on things like television, mobile and social media as stand alone mediums rather than fully comprehending consumer behavior and creating a multiscreen strategy
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