NEW YORK ? An executive from Maxus Global at the Mobile Media Summit stressed how important it is for marketers to not follow the herd and think carefully about how to approach the growing number of mobile platforms as they are very different from one another. 

During the session, Happy (Mobile) Holidays, the executive explained that marketing agencies and brands need to determine how to best leverage various platforms and be cognizant of the differences of consumer behavior within these channels. The majority of those in the industry today seem to flock to whichever platform everyone else is using without taking the time to ascertain how to best take advantage. 

?I think what I would like to see on the back of all of this is us as agencies to take a breath and figure out why we are doing what we are doing versus just going to platforms where everyone is,? said David Gaines, chief investment officer at Maxus Global. ?If you focus on what is better for your brand and which platform they use and leverage data then we can ask better questions and determine how to talk to people on these different platforms in a more relevant way. 

?We have a knee jerk reaction in seeing people on platforms and just going there,? he said.

While millennials and older consumers alike are continually spending a large amount of time on numerous mobile channels, marketers are attempting to attack these platforms to best reach these users. But many are jumping in too fast without developing concepts that can access the full potential that mobile has to bring. 

Each mobile channel needs to be leveraged differently especially niche platforms such as Snapchat, in which content is specific to that application?s format. Millennials spend the most amount of time on their devices and for many a large portion of that time is spent on Snapchat, making it a significant platform to keep in mind. 

However, appealing to consumers on Snapchat is not the same as using Facebook or Twitter. Consumers take to different social media platforms and apps differently, so it is important for marketers to do the same. 

Taking constructive data that determines what resonates best with consumers on which platforms is a key method in reaching users best and the innumerable amount of marketers not doing so are missing out on huge potential. 

Mobile users also do not want to see advertising on these channels, and brands have to create tactics in which they entice consumers without intruding on their experience. These mobile ventures must coincide with the brand and be relevant to the platform they are using. 

?People do not want to see advertising on mobile,? Mr. Gaines said. ?So if you tie in what you want to say into what people are looking for on mobile and connect it closer to the brand you can do a much better job.?

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer