Smartphone and tablets divided
Smartphone and tablets are often lumped together in the mobile category, but usage and impact of these devices varies greatly. Smart marketers will start delineating their messaging accordingly.
Tablet usage tends to be more research and entertainment focused, whereas smartphone usage is more task focused. In 2013, we'll have more ways to target and identify device types and deliver better messaging. This not only applies to digital media opportunities, but also to your response goals and metrics as well.
Don't expect smartphone users to fill out long online forms or view a PDF with your product documentation. In turn, don't expect tablet users to print out long documents (most are still trying to figure out how to print from those devices) or use navigation tools to get to your location.
When you set goals for mobile, be sure they align with device capabilities. (And let's all be sure not to fall into the click-through rate trap again!)