Whether you’re in London or Lahore, it’s hard to avoid people tapping away on their mobile phones. It’s estimated that a staggering 87 per cent of the world’s population now has a mobile device. And this year, sales of smartphones are expected to overtake PCs for the first time.
A one-size-fits-all business solution is never a good idea. But from a marketing perspective, anything less than a tailored campaign that keeps the specific target audience in mind simply won’t do.