Q: What are your thoughts on characteristics of mobile consumers and strategies for successfully engaging with users on the mobile platform?

A: First and foremost, I’d say it’s critical for businesses to understand that mobile isn’t just a smaller version of the desktop. It’s a unique new platform, with lots of new and exciting potential, as well as some limitations.

Businesses need to better understand the unique attributes of mobile and determine their goals for it as well. Not only does that mean you should build ad campaigns and assets like websites that are optimized for a mobile device, but it’s also about understanding how mobile consumers are fundamentally different from consumers in other contexts. Mobile consumers are on the move and often looking to take action, for example.

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