Think differently about how you reach consumers with mobile ads in 2013.

I was asked by IDG for some thoughts on 2013 and what that means for mobile advertising/marketing. Instead of taking a typical approach, I decided to take a step to the side and focus on the fact that consumers are humans, and humans respond to different types of technology in different ways. A key aspect to human-centered design is thinking about the needs of users, which are so often forgotten in digital campaigns.

If 2012 taught the industry anything, it’s that sitting in front of a computer isn’t necessarily a consumer’s preferred means of consuming content. While the mobile uptick was already apparent prior to this passing year, the numbers for 2012 solidify that things are indeed changing. With end-of-the-year mobile analyst reports coming out every day, there appears to be no shortage of data, and all of it points to double-digit increases in smartphone and tablet penetration.

The rise in the popularity of these devices has been married to a fundamental change in the way that people think about, consume and share digital content. The increased acceptance and use of mobile devices has also been accompanied by a change in the mental models of users. Priorities and interaction habits of mobile consumers are changing with the ability to be on the go and with smaller hardware. Bottom line: people’s mobile behavior has evolved and mobile advertisers need to catch up.

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