“The most engaging and relevant touch points are those made anywhere and anytime at a user’s individual selection.”
This is totally true, although native apps aren’t right for every company and new web standards may drive mobile apps and mobile web apps to converge. It’s about customers pulling and not brands pushing. Marketers need to have the capability to create a relationship with a user and make relevant and desirable content available to them, at their discretion, and optimized for whatever device they are accessing it from. Sounds simple, but this requires a wicked mix of web, mobile, and social technology that all exists today. Content services platforms like LAYEREDi give companies the ability to streamline this multi-channel engagement process and reach customeer with branded content anytime and anywhere.
Read more on The Mobile Marketer http://www.mobilemarketer.com/cms/opinion/columns/10503.html