Mobile Marketing - Academic

The world is full of mobile devices as our lifestyles convert to more mobility and desire for access to information 24/7 at any time of day. Being connected is the new safety blanket of modern society as we eat, sleep, work, relax with our closest friend close at hand, the mobile device. To be connected is to belong in today's millennial-driven marketplace, where experiences are more valuable than buying goods or services. The desire for instant access, self-gratification, sharing our message or 'selfie' on the spot is the basis of this mobile phenomena. How do marketers address this mobile community has become a powerful debate amongst scholars and practitioners? By evaluating research, one is compelled to appreciate how mobile devices have become a critical communication device used in mass, that allow delivery and two-way exchange far beyond the capability of established media such as television, radio or press. The conclusion is simple enough, no longer can marketing teams ignore mobile marketing. It has become a critical pillar in the strategy of marketing communications, it can no longer be ignored.