This is because, for the first time in our history, we are able to produce interactive advertisement. This could take a number of different forms, from something as simple as entering a photograph snapped with your smartphone to win prizes and discounts to a game app that offers users a chance to interact with your brand and other people (while playing a game, of course).
Creative marketing has become the key to taking advantage of all of the different opportunities that present themselves on the mobile marketing landscape. The reasons for this creativity being so essential to excelling in the market place are numerous; but put as succinctly as possible, it's the only way to get noticed.
We live in the information age and, for better or worse, that means we have lots of information. We have information flying at us from every direction, every hour of the day, every day of the year. Radio, television, cell phones, smartphones, tablets, and even humble printed things like newspapers and magazines all have something to tell us; and all of them together can be a bit of an overwhelming informational assault. With so much constantly jockeying for our attention it might as well be primal instinct that forces us to tune most or all of it out.
That is why more creative approaches are the ones that you notice, the ones you know about; your mind forced you to ignore everything else, for your own good. And you don't find a fresh marketing angle by staring and raw numerical data. That isn't to say that the various metrics you've known and loved all of these years must be thrown out with the bathwater, but it does mean that a new sort of insight must be formed into the needs and wants of your customers / potential customers.
There are plenty of examples of killer Mobile Marketing campaigns that you can look over to get a better idea of what I'm talking about. But whatever you make of the possibilities and however you think mobile might fit into this year's advertising budget, don't be embarrassed to talk to some folks who specialize in mobile advertising; there's just too much out there to keep track of, even for the best of us.