To keep pace with the global consumer shift from computers to mobile smart phones with their miniature displays, branding has had to learn to think like a Lilliputian. All things small however, does not guarantee less expensive as we have Apple asking $1M for interactive engagement media on its iPhone. Their explanation is the user experience… advertisers should not have an exclusive window to their subscriber, but rather a shared engagement with the content.

One of every five consumers is using a smart-phone to make a branded purchasing decision. The small screen will be attracting growing numbers of transaction as device prices drop and current carrier contracts expire. Being able to present offers 24 hours a day coincidental to the consumers geo-location with GPS technology is a ticket to demographic Nirvana.

For there to be a mobile brand conversation icons et al have to be miniaturized. The 3G-4G consumers already know there is less functionality in a mobile app and web browsing is a richer content experience, but to be effective both must be consumer relevant, up to the minute and platform specific. The inherent functionality of the medium….phone, web site etc, needs to focus on the user experience, so a mobile version of a Web site is becoming a have to have rather than I will think about it option.

buy me, bring me, get me, take me, give me….if you want them to come back. Once again, branding is edging ever so much closer to sales promotion with bar code scanning and location aware proximity technology drawing them all together at the point of sale.

One caveat when creating your mobile marketplace…each platform; Apple, Android, Blackberry and Bada sees the code differently and each device sees that code differently.
Holding on too tight to your graphical standards could cost you your sanity unless you accept the idea that each consumer interaction is a one to one experience.