Why Read This
Social is not a channel, and mobile goes beyond the smartphone. In 2012, marketers will get this concept and realize that their customer is truly "always on." The customer of 2012 expects customized, value-added interactions across the interactive screens they use, anytime, anywhere. We predict that in 2012, surging social-local-mobile adoption will serve as a catalyst for interactive marketers to provide customized value to a new multiscreen clientele. We'll see this shift through marketers' innovations in how they message across screens, buy media, globalize their programs, and measure success. This short report examines these changes and their implications for interactive marketers.