MobileBeat 2015: if these topics aren’t on your radar, they should be

The hot novelty of smartphones has been replaced by a colder reality: businesses that don’t know how to successfully engage customers on mobile will soon lose them to a competitor who does.

It stands to reason when smart phone penetration is at 80 percent in the U.S. — or 90 percent for 18- to -35-year-olds. And while reaching the right customers, with the right story, at the right time has been the golden rule of marketing for decades, mobile platforms are the latest frontier where most of the attention is now spent — and the right time has now transformed into reaching customers at the right moment.