Marketing in a mobile-first world: Tackling the why and the how

Abstract

This discursive paper considers how mobile usage among consumers has developed differently in India and other emerging markets compared to the developed West. The author looks at the behaviour of a young generation that has only ever connected to the internet via a mobile device. After considering why marketers worry about their lack of mobile marketing skills, the paper offers a seven-step process for undertaking marketing projects in this new channel.