Mobile devices have become the ubiquitous personal accessory of the digitally savvy consumer. More and more people rely on their smartphones and tablets to survive daily life. With everything from navigation apps to online buying, a mobile device is rarely away from the average consumer’s hand.

For marketers, this creates a range of marketing opportunities. However, experts are warning marketers not to simply assume that mobile is simply an unrestricted, modified version of the internet. The mobile platform differs in capability, usage and has restrictions within its format, such as screen size.

With consumers now being almost universally accessible via mobile marketing, it is important that strategies aren’t simply allowed to flood into mobile inboxes or mobile social media apps with ideas more suited to desktops. Marketing executives should be investigating a range of mobile strategies, including apps, QR codes and SMS.

As marketers devise plans to optimise the powerful tool that is geo-targeting, they need to strike a balance between giving the consumer a relevant offer and not leaving them feeling stalked. In time, consumers may well expect to have an offer for champagne being sent via SMS as they enter a department store’s delicatessen, but until then, marketers need to tread carefully.

As marketers consider their mobile audience, it is also important to address the differences between smartphones and tablets. A consumer using the smaller screened smartphone is unlikely to be relaxing in a coffee shop browsing several options, they are far more likely to be using the smartphone for a specific task and their experience needs to be quick, efficient and relevant.