One of my favorite movies is the all time classic Fletch. Comedy at its finest, with great writing and humor that wasn't dependent on baseness.
But one of my favorite lines is when Chevy Chase, posing as an airline parts supplier, tells two mechanics "C'mon, guys. It's all ball bearings these days!" The line is still used today by fans of the movie today as a reference to anything that's ubiquitous.
In light of that, I'll deliver this line: "It's all mobile these days."
Marketers aren't getting it yet
I was speaking at a conference recently and decided to sit in on the session before mine. The speaker did a pretty good job describing methods for building a communication and messaging strategy for marketing campaigns.
But then, near the very end, he threw up a slide that basically said "don't forget to think about mobile implications."
I realized then (and through subsequent interactions with marketers) that mobile marketing is still often seen as an afterthought. At best it's seen as an important nuance. But that's all wrong.
Because very soon, and in many cases right now, it's all mobile.
We're already seeing over a million new Android devices being activated each day. And even that may soon grow exponentially.
Microsoft and Windows 8 will change the game for marketing
While Windows 8 has been a bit sluggish out of the gate, every CMO, Creative Director, Marketing Manager and Communication Specialist worldwide should close the lid to their MacBooks and pay VERY close attention.
Because when Windows 8 has fully taken hold, it's not just going to blur the line between mobile and desktop/notebook, it's going to erase it.
And it's due to both the devices and the software.
Microsoft's new Windows 8 user-interface has a touch layer (Metro/tiles) and a full windows layer. More and more, things like reading consumer emails and web-browsing will be done in that former, more mobile-like layer. For marketers that means lower screen resolutions and less real-estate, and a need for more clear, simple CTAs. In some cases appification or gamification.
And then there's the hardware. Convertibles like the Surface have only begun to take hold. Once they have the right chipsets and Windows 8 fully underneath, they're going to explode. Anyone who goes to the store to buy a new PC will end up with a touchscreen machine. It doesn't matter if it's a desktop, notebook, tablet or convertible. The touch interface and inputs mean the experience will be much more like mobile than desktop.
Regardless of the sea-change coming with Windows 8, change is on the horizon for all aspects of marketing. We're using our phones a whole lot more. Things that we used to eschew doing on the mobile device for the laptop are now much less awkward and convenience is beating out features. We're looking up recipes, finding places to eat, and posting what we had for dinner, all on our mobile devices now.
Combine the mobile comfort with the fact that the traditionally non-mobile devices like laptops and desktops are soon going feel as mobile as a phone, and marketing is going to experience another revolution.
So marketers: Get on the bus and get educated. Don't think of mobile as an annoyance or different part of the campaign process. It's all mobile now, and you'd better get with it.
Otherwise, you'll be left holding your iPad in the unemployment line.