Recently, I shared my perspective on why mobile is not a channel. That begs the question, “What is it?” I see mobile as a collection of touchpoints. Mobile Is An Ecosystem of Touchpoints Mobile surrounds each of your users with many ways of connecting to digital—or touchpoints. Smartphone touchpoints allow each user to monitor, be alerted, and react in the moment. Tablet touchpoints allow users to immerse themselves for a while—alone or with friends and family. If you plan these touchpoints well, as a system, then you can be ready to meet your users’ needs in diverse mobile situations. The interesting thing is that the uniquely mobile touchpoints aren’t simply websites or applications. They are SMS (short messaging service) messages, ads, and location-based service campaigns, too. And, those touchpoints are much more integrated in a mobile experience than their counterparts in a traditional web experience. For example, ads are successful on tablets, partly because they can be deeper and richer than ads for traditional interactive.

Thanks for your interest in Colleen's Column, a feature available to subscribers to Content Science Review. To see the rest, please log in or sign up for a subscription.

The Author

Colleen Jones is the CEO of Content Science and cofounder of ContentWRX. She regularly consults with executives and practitioners to improve their strategy and processes for content. Colleen shares insights and guidance from her experience in these highly rated books:

This article is about

Comments

COMMENT GUIDELINES

We invite you to share your perspective in a constructive way. To comment, please sign in or register. Our moderating team will review all comments and may edit them for clarity. Our team also may delete comments that are off-topic or disrespectful. All postings become the property of
Content Science Review.

Partner Whitepapers

Design Can Elevate Your Brand

Today, customers expect great experiences on every device. See how modern tools and workflows can help you create content at the velocity needed to meet customer demands and gain a competitive advantage.

Help with Content Analytics + ROI

Does your content work? It's a simple question, but getting a clear answer from content analytics or ROI formulas is often anything but easy. This ebook by Colleen Jones will help you overcome the challenges.

Content Evaluation Made Easier

Frustrated by content evaluation? This whitepaper explains an approach and a tool, ContentWRX, to make evaluating content easier.

Content Strategy for Marketing

You know content is important to marketing for your business. You might have piloted content marketing and seen success. Now what? It’s time to get strategic so you can sustain and scale. This whitepaper will help you start.

SEE ALL