Few would deny that the pace of digital evolution went supersonic in 2020. As a result, there's a new reality in which connected experiences and commerce are woven into all aspects of our lives and are unlikely to return to pre-pandemic levels. With the many recent changes to marketing in mind, Mobile Marketer is merging with Marketing Dive on Dec. 7 so we can better serve readers.
Look no further than Quibi's spectacular failure this year for evidence that separating out "mobile-first" strategies has become meaningless. Instead, consumers assume mobile will be a key part of their connected experiences. Mobile has also become endemic to marketing and media, undercutting the need for a standalone publication like Mobile Marketer. But as part of Marketing Dive, which has grown quickly since its launch, the Mobile Marketer team's wealth of industry knowledge and expertise can help expand coverage of the strategies of some of the biggest brands in the world and the latest developments impacting them.
Still, this is a bittersweet moment for a 13-year-old digital media brand that has chronicled the many exciting phases of an industry that grew quickly following the groundbreaking 2007 launch of the iPhone — the moment when on-the-go connected experiences finally reached a level of quality and interactivity that would capture a mass audience.
Mobile marketing steadily expanded in the ensuing years, with growth accelerating over the past eight months during the pandemic. Because even as fewer people were commuting, more were picking up their phones to express themselves, communicate with one another and engage with content.
There's no better example of this than TikTok's skyrocketing success. While the controversy surrounding its continued operations in the U.S. is a political issue, the fact that legacy behemoths like Oracle, Microsoft and Walmart have all expressed interest in acquiring a part of TikTok's U.S. business underscores just how crucial having a strong mobile presence is for the future. With these changes, marketers — and the industry publications that serve them — need to evolve as well.
Starting the week of Dec. 7, Mobile Marketer subscribers will continue to receive the same timely coverage of the latest developments in mobile and insights into what they mean for marketers. However, this content will now arrive via Marketing Dive's Mobile weekly newsletter that will hit inboxes Thursday afternoons. Current Mobile Marketer subscribers can expect to automatically start receiving the new Mobile weekly publication on Dec. 10. If you'd like to receive daily updates on how digital is transforming the marketing industry at large, subscribe to Marketing Dive's Daily Dive newsletter here. And, if you're not a current subscriber, sign up here for the Mobile weekly newsletter.
As always, thanks for reading. We look forward to continuing to bring you the important stories marketers need in this fast-changing environment on Marketing Dive and the Mobile weekly.