You remember the story. A 17-year old kid was recently paid $27 million in cash and $3 million in stock from Yahoo to acquire his technology. The kid was Nick D’Aloisio, and his brand was called Summly. So what does Summly do that Yahoo thought was worth $30M? It automatically condenses stories so they can be read more easily on mobile devices.
In other words, it shortens them. Summly is a tool for 2013. Who has the time to read a long story anymore? I’ll be brief: not very many. And while we’re speaking of numbers, here are another two mobile factoids: 1) 43% of all email is now read on mobile devices. 2) Smartphone users now check their Facebook pages an average of 14x each day (!)
In case you’ve been away on another planet, the world has become mobilized. The computer people use most often is the one they can hold in one hand. The big screen is going to become a relic – at least for most consumers on a day-to-day basis.
So what does this mean for your marketing plans? It means you should begin by thinking about the small screen – first. All else should follow. Should your website still look good on a 23″ monitor? Of course it should. But if that’s the same design your prospects are seeing on mobile phones, you’ve got a problem. In case you didn’t get the news on that other planet, that’s known as Responsive Design. Here’s a video we created on this same subject.
Every consumer brand has had to re-think their basic approach to marketing because of mobile. Retailers have equipped stores with mobile-specific promotions that activate your device when you walk in off the street. Others are using location-based apps to appeal to customers who are nearby. New mobile apps are introduced on a daily basis that intend to integrate forward-thinking brands with your lifestyle.
Mobile is the new frontier. That’s where the most innovation is happening. It holds the most potential for inspired new ideas. It’s where you can make your mark. Don’t wait.