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What does the term "mobile" mean to you?

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Mobile phones have become an extended part of our being. Today mobile is forcing marketers across silos to have an "always-on" mentality.But marketers need to stop thinking of mobile as a device and start thinking of it as a person, said Auke Boersma, managing director at Light Reaction APAC. People today are constantly on the move. They are mobile.Boersama added that marketers may find it challenging to look past mobile as the device rather than a person.“Don’t think of mobile as a device or a platform where you have to cater your marketing messages to, think of it as the person that is actually receiving it,” Boersma said.“I personally believe that the consumer is ‘mobile’. This applies to both B2C and B2B perspectives. A business’ bottom line should be to connect with the consumer as an individual and then converting them into the customer, no matter where they are geographically,” Boersma said.Boersama was speaking at Marketing's B2B Asia conference, along with panelists Chris Reed, founder of Black Marketing and Roger Graham, director of growth and marketing at Hootsuite APAC.According to Graham, the first step towards adopting a mobile-first strategy is acknowledging how powerful mobile can be in gathering data about your customers. According to Hootsuite's studies, there are currentlye 1.2 billion active social media users in the APAC region and 1.1 billion of them are on mobile devices. This clearly means there are more mobile devices than there are people. He added:However, marketers are still viewing mobile as more of an add-on rather than an aspect that needs to be central to the brand message and image.“Mobile is giving us a lot more information than data because it is always by the side of the customer all day, every day,” Graham said. He added that with mobile, customers will always remain connected and they are always “always-on”.Having the right tools and the right people who understand mobile technology is hence crucial in adopting a mobile-first strategy.“What percentage of your team are mobile experts? Who on your data team understands mobile? These are questions that need to be asked in order to stay ahead,” Graham added.However, when it comes to adopting new strategies, more often than not, businesses and marketers are still shy to make the first move especially if it is something competitors have yet to make a foray into.“None of the companies want to be the first to make a move. More often than not they want to see some existing case studies of how other people have done it in the past,” Boersma said. He added that marketers need to ultimately exercise common sense be it in traditional or digital mediums.Doing something for the first time takes guts. Take yourself as the target audience and decide what you like and translate that into your next campaign. Use common sense.When it comes to ensuring that a brand connects no matter the medium, Chris Reed, global CEO and founder of Black Marketing thinks that at the end of the day, it is all about the content which the brand puts online to reach out to its customers.“Content is driving engagement across all platforms. It is not about one particular platform but rather the strength of the content and how it connects,” Reed said.Citing LinkedIn as an example, Reed said that it is crucial to see at all times how the brand is being presented on both desktop and mobile as business-social platforms often have multiple features such as chat, articles on the feed and brand profiles.“If you are strong on content, you should market it through mobile as now there are more people in the B2B world on social platforms,” he added.

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