Digital marketing used to all be about getting people to your destination and convincing them to stick around. In the mobile app era, that’s a losing proposition.
Thanks to mobile, people hold the Internet in their hands. Constraints in screen size and connectivity make the simple goal of luring users to your site a moot point. The pipelines still exist, but the traffic flow has reversed; it’s about getting your relevant content to users at their destination. In a multi-screen world, mobile phones, tablets, kiosks, TVs and, yes, PCs are just windows into the Internet. These screens are our third eyes. They augment our experience of the world. They’re like our own personal concierges.