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.

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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:

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