Mobility has become integrated into people's lives. And even though phones are now personal computers, it's no longer about one specific device or channel. Hewitt points out that although "it's in our nature to rally around things that are tangible," it's more important to focus on the more elusive entity at hand.
Hewitt would rather place emphasis on the challenge of what mobility can bring, and how brands and marketers can re-position themselves to transcend the space. The "traditional path to purchase" has exploded with increased mobility, and it's now about giving consumers the "confidence of being connected." And mobile is the gateway for marketers to tap into the things that matter most to consumers.
Mobility in the next five years will continue to be about a consumer-driven experience, Hewitt said. This means marketers must earn the right to be apart of a consumer's life and contribute value to its customer's social equity. One of the best ways for marketers to achieve this is to make "consumer data a second hobby," Hewitt said. Another way is to focus on today's mobile trends already taking shape.
Hewitt pointed out seven maturing patters of mobility marketing:
1. Content flow: Hitting people with information that they're already looking for (i.e native advertising). Take for instance BuzzFeed that has 7.7 million view on mobile out of 9.6 million overall views. Be part of the conversation.
2. Cultivate inspiration: Brands need to build partnership to find something meaningful to say. Mobility enables consumers to find or delete what's relevant to their experience.
3. Make the ad network the community: "At the end of the day we all work for Facebook," Hewitt's friend recently reminded him. And with a 19.91 percent share of industry mobile ads, it's a community to look to for guidance in the space.
4. Content is the advertising and the story on consumer's terms: A good example is Red Bull, which has created an entire media platform around the culture of its consumers.
5. Mobile search: A good example for marketers to gauge, is the new crop of lifestyle apps popping up as a good point of entry.
6. Advertisers connected across the customer journey: Walgreens has been successful with this tactic by attracting teens with it's "Beauty Favorites" campaign.
7. When its already threaded into our lifestyle: Starbucks started its "Tweet-a-Coffee" campaign on Spotify that's already generated 96K tweets and counting.
In addition to these trends digital pins, social feed mash-ups with creative integration on websites, and blurred lines not only between physical and digital, but also between product and service will become go-to mobile tactics. And wearables -- the most intimate screens -- will remain on the radar as the technology development remains a channel in the making.
Looking to the future, "Mobility is inspiring new hyper focused communities, tools, and behaviors, " said Hewitt. Models will continue to be turned on their sides and the landscape will continue to collide mobile and social by challenging traditional advertising funnels.
It will no longer be about just about the app or the website. Hewitt said instead it will be more of a "digital collision" when it comes to channels.