Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:
 

plus

 
Plus Report - By Thomas Baekdal - December 2011

The Real Mobile Shift - For Brands

If you want to be successful in the mobile world, you have to shift your focus from what you do to "when do you need it?" and "where do you use it?"

Last week, I published the article "The Real Mobile Shift - For Publishers" and it is all about what mobile means for content. If you are a publisher or a brand working with content marketing, you should read that first.

This week, however, we are going to look at what mobile means for brands - outside the scope of content marketing. What does it mean for your web shop, your online campaigns, and do you need to create a special app around a campaign?

Your mobile is not mobile

First, we need to remove the biggest misconception surrounding the mobile concept. Most people believe that mobile is a smartphone, like the iPhone or the many Androids. It's not.

Mobile is a verb. It is not a thing or a device. It is an action, a state of mind, and a feeling. That feeling is freedom. Freedom to do whatever you want, whenever and however you want.

It is a combination of freedom of choice, freedom of time and freedom of place.

Avinash Kaushik created this great webcast about what mobile is all about in terms of advertising and search. It's divided up into two sections. In the first section he is guiding you through a ton of great case studies, and the second section is all about how to measure it.

 

It is well worth your time!

The real mobile world

In order to illustrate what the mobile world is really all about, let's look at the limitation of the passive world. The passive world is the opposite of the mobile world (which is active by default).

Take buying a teddy bear. In the passive world, you might see it during your lunch break. Now you have to remember it, because you are nowhere near a shop. The shop is only located on a specific street, in a select number of cities. When you go to that shop, you hope that they still have it in stock. And, considering you are still at work, you have to wait until Saturday to buy it.

 
This 15 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

Subscribe
for just...
$9
MONTH
Subscribe
for just...
$99
YEAR
You get one month for free

 

Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to plus@baekdal.com and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to plus@baekdal.com for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.

 

 
 
 

The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé

 

—   trends   —

plus

trends:
Live TV Piracy: Cable TV's 'Music' Moment

free

trends:
Facebook may not be the Right Market for Publishers, but it is for Facebook

plus

trends:
Redefining how we Talk About and Categorize the Media

free

trends:
There is so Much Positivity in the Digital World of Media

free

trends:
Why do YouTubers Hate Journalists, and Should Publishers Pay Their Sources?

plus

trends:
The Media Trends to Care about in 2018-2023