Consumers are now carrying a mobile device on the go, they tend to move fluidly from one device platform to another, and are no longer confined to a particular environment as they were when television or the PC were main advertising channels. The article covers how marketers need to adapt to new complex marketing paradigms and covers ways to respond to this paradigm shift by designing campaigns demonstrating “liquid creativity,” creative marketing that flows fluidly across device platforms.

Read the full article here:
Mobile Marketing Isn’t About Screens or Devices, It’s About Behavior