Today’s devices place content, promotions, and advertising in the hands of consumers at any moment and in any given place. They also make it possible to introduce one-to-one marketing and contextual advertising--concepts that promise to generate greater revenues for businesses and wring out many of the inefficiencies associated with traditional blunt-force marketing.

Yet, as many CMOs are discovering, mobility is not a monolithic entity. Consumers buy and use different devices for different tasks, and they behave very differently on each of them. As a result, smartphones, phablets, mini-tablets, and full-sized tablets require different strategic and practical approaches revolving around design, usability, content, and delivery.

“There are fundamental differences that marketing executives must pay attention to and focus on,” said Nikao Yang, senior vice president of global marketing at mobile advertising firm Opera Mediaworks, in an interview with

To be sure, navigating this rapidly evolving mobile environment is critical. Today, any type of marketing strategy must span devices but also focus on the nuances of users and their behaviors. According to research from Flurry Analytics, phablets rose from about 2% of the overall mobile device market in 2013 to more than 10% in late 2014. During the same time span, full-sized tablets shrunk from about 7% of devices to 5%, while mini-tablets remained at about 6% of the market. It turns out that phablet users consume media--particularly video, sports, and music--at a far higher rate than those using other devices.


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