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I was just at the Salesforce.com ExactTarget Connections conference, and one of the themes was that, when it comes to digital marketing, it seems like there's email, social and then there's mobile. But mobile marketing is still disconnected from the overall digital marketing strategy. You're seeing companies create marketing messages that look good on a mobile device or they're making their websites mobile-optimized, but they're the same, traditional messaging. It's not necessarily taking full advantage of what these mobile devices can offer, and particularly how mobile apps can take advantage of the functionality that mobile devices have.
The early adopters are taking full advantage of the mobile opportunity. Companies like Fitbit, which has created an app that takes advantage of little engagement opportunities that don't act as traditional marketing messages. They monitor things like battery life and send you encouraging push notifications. These engagement opportunities can be a reminder of things that you need to do.
All of these go well beyond the traditional marketing message like an email newsletter that looks good on a mobile device or a text message. We're in the very early stages of companies really integrating mobility from a custom app perspective into their marketing opportunities.
There's a lifecycle companies have to go through between when they adopt this technology and then use it. You can't just send the same old messages using that modern technology. [Marketers] spend a lot of time sending email messages and updating websites, but the vast majority of time [customers] spend on their mobile devices is being engaged in some sort of an app. If we want people's attention and we want to optimize engagement opportunities, we need to start figuring out how we can create apps that allow us to do just that.
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