Mobile is not just another screen...

A recent blog post brought a great argument against the "Screens Theory," diving into how people, marketers and brands can think about online and mobile channels differently.

The author argues that online and mobile are fundamentally different than television, print, and radio. Claiming that the latter channels are used to broadcast a message or a passive experience, he states that online and mobile channels were created and built for connections- created to allow a person-to-person communication. 

As a result, the author advises marketers and brands to think of online and mobile as more than just two more screens where they can 'rebroadcast' their message, and really consider how/why their consumers are online and use mobile.

"The Internet and mobile aren't passive "screens" at all, but unique pathways into your consumers' life. You can't simply bombard consumers with sight, sound, and motion. They've offered you a seat at their dinner table. You need to behave as such."

It's thinking like this that can lead to better applications, campaigns, and services through the mobile channel. Read the post here.