With every technological advance, we become more dependent on our phones. We check them when we're working, when we're bored, when we're anxious, when we're in crowds and even when we're alone. Smart phones play a disproportionately irrational need in our daily lives and contain all of our most personal wants and needs. We've become so attached to them as tools, that we're all a bit naked without them. Which is why to innovate in mobile, marketers have underestimated a very effective and simple tool—empathy.
72andSunny's, Partner and Executive Creative Director, Matt Murphy explains why the focus of mobile marketing isn't about your brand, your product, or your cause but about the user, their behavior, and how empathy is your company's biggest tool in cracking innovative mobile marketing.