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R U #SoLoMo Ready? by Prokopis Theodoridis, Athanasios Poulis, Stavros Papakonstantinidis

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CHAPTER 4

#Being_Mobile

In this chapter you will read:

    •  The new mobile era

    •  The mobile consumer

    •  Mobile consumer behavior

    •  SoLoMo is mobile

    •  Multiscreen and multitask behavior

    •  Mobile marketing strategy

Introduction

Nowadays there are more than 2 billion smartphones in use worldwide. The world communicates regularly through mobile and is given the opportunity to have access to a vast range of information anytime, anywhere. It is also the way for digital marketers to connect and communicate with consumers. An interesting proportion emerges from Econsultancy’s briefing that an average 16% of revenue comes from mobile and 20% of sales are influenced by mobile engagements (Econsultancy, 2014).

The contemporary ...

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