What's the Next Game Changer in Digital Marketing? Mobile

Mobile devices, will be the "number-one platform for persuasion" in 10 to 15 years, predicts BJ Fogg, director of Stanford University's Persuasive Technology Lab. "If you want to influence people, it will be more important than the Web, than TV."

But we are only at the beginning of a long learning curve, for practitioners and end users. "We're going to see a lot of failure," he said.

Others might argue that is why there is at the moment so much optimism about all forms of mobile marketing, communication and commerce. But it will take a while. Many will find they are "too early" in the market. Just about all of us will find we didn't understand the medium very well.


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