Mobile is effective route to integration

The recent article discussing mobile marketing coming of age (‘Brands search for higher level of reception’, MW 5 January) states that mobile also needs to find its USP over other channels.

Rather than a differentiator, I believe mobile’s future is as a connector with different platforms.

The recent Orange Exposure 2012 research showed how mobiles complement TV consumption and how people are often watching TV while doing other activities on their mobile, confirming the current trend of social TV.

Mobile also has a positive impact on other media and device use; 20 per cent of UK customers say they browse on the PC more and 15 per cent read more newspapers online as a result of engaging with mobile multimedia.

Mobile provides brands with an opportunity to integrate channels, creating a 360 degree connection with consumers. Combined with the targeting capabilities of mobile, the channel has real potential to have an impact on consumers in 2012.

Bruce Hoang
Group marketing director
Orange Advertising Network

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here