Analysis:ThesocialmovementisthetrendofbrandmarketingResearchpapersDownloadNews:MobileissimplyeverywhereFromGoogle’sreportshowsthatgraduallypeopleownmobilephonesintheworldthantherearepeoplewhoaremorethanatoothbrush,thesurveyalsoshowedthattheUnitedNations,canusemobilephonesthanpeopleToiletsmorepeople,whichisabouthowtoruinthingsgeography.However,despitethecellphonesopopular,WARCrecentstudieshaveshownthatonly39%oftheAsia-Pacificbrandadvertisersthatmobilemarketingplansforexistingisveryimportant,lessthan29%ofadvertisershaveamobilestrategy.Sowhycannotmarketersstrategiesconsistentwiththeactualbehavioroftheaudienceit?AlargeenvironmentOfcourseyouwanttoaccuratelymeasurethesethingsisalwaysdifficult,thedatashow,comparedwithTV,morepeopletendtousethephoneinotherwords,1thisismorelikeintheworld,peopleareusingmobilephonesthanwatchingTVpeoplewantmore.Thisisasubstantialchange.Globalmobilephoneusageandstill140millionperquarter,therateofnewordergrowth.Indeed,manypeoplestillrelyonmorebasic‘feature’phones,buttheseterminalsprovideadegreeofintimacythattelevisionremainsunmatched.And,lastmonth,connectedtotheInternetsmartphoneterminalupgradesarecontinuingtoaccumulate,withthesamedataisalsousedintheglobalmobilephonenearly30%perquarterrateofincrease.2,isnotsynchronizedOrevenmoreobvious,peoplearemoreemotionallyattachedtotheirmobilephones:Aswehavepreviouslyreportedinthecountry-relatedstress,theworld’slargestconsumermarkets-China,70%ofpeoplesaidthey‘Leavethephonecannotlive.’Peopleusedtosaythattelevisionis,andcanbeironicisthatmanypeoplearenowusingmobileinternettodownloadthe‘TV’2program,andthenwatchingthephone.TVisstillinthemarketingmixtooccupyanimportantplace,butthisisnotrelatedtotheupgradingofthemediainfact,thephoneintheongoingrevolutionintelevisionplaysanimportantrole-itmakesitpossibletodualandmulti-mediapresentationanddrivingitsdevelopment.Butintoday’sbrandcanbemoreintouchwiththeconsumerera,moreoften,whenpassingthroughtheTVphoneismoreintimatethanamorerelevantway,themarketerswillspendmoretime,moremoneytoexplorehowmobilephonestohelpthemattractaudiencesandachieveourgoals.3,doesnotmove,doesnotworkPhoneprovidesagreatlydifferentfromtheTVaudiencetoexperiencethelatterisstillaverycommonterminal-whichoccupiesthecenterofourlivingroom.However,thephoneismorepersonal,itsoriginalpurposeistocommunicatewithyouandIhave,ratherthansimplypassingpassiveentertainment.Itisimportantfortheactiononthephone,peoplehavemoremaneuverabilityandtheydecidedtogoto3participateintheactivities,contentconsumption,andtheassociatedtimeandplace.Indeed,nootherterminalcanfollowustoshapeeverywhere-fromtheboardroomtothebedroom,eventothetoilet.4,cherishedthingsFormanypeople,thephonehasstartedtobecometheirmostimportantterminalbecauseofitssizeandincreasingflexibility.Atanotherlevel,themostrecentsurveyfoundinsidethreeU.S.mobilephoneusershavearathergiveupsexlifeisalsoreluctanttogiveuptheircellphones.Asmoreandmoreactivitiesbecomeassociatedandmobileterminals,mobilephonesintimacyappearstobeboundtoasustained,butmayalsobebecauseofthishigherlevelofprivacy,peoplewillresentdisturbfromtheirmobilephones.Intoday’ssomanygreatmarketingopportunities,useofthemediaisdefinitelynotthebestwaytoabrupt,broadcastpurposes.5,thedesignofsocialCrucially,asatrue‘socialmedia’mobilephone4onlife-justastheyalwaysasacommunicationtoolforpeople.However,whentheysoundcontentfr...