Mobiles provide anytime, anywhere marketing. Because it's always on and always available it gives consumers and customers access to each other that they've never had before.

Cell phone-based marketing could be the silver bullet we've been looking for in advertising for a long time.

We are seeing applications merged into a single device. They are getting easier to use and more streamlined.

Customers sign up for either monthly or one-time services and that's how they see the ads. There's a lot of fear out there and a lot of it develops from a lack of consumer understanding.

DirecTV is doing more marketing and it's been quiet for a while. Consumers will buy as high in the line as they can afford. DirecTV will stop marketing the TiVo box and drive new subscribers to its model. And it's the fourth quarter, when people buy electronics for the holidays.

Human beings are complex information consumers: they have active needs, passions, and preferences. They lead different lifestyles — some that you will never be able to empathize with unless you dive deep in qualitative and quantitative data. And that is precisely the point of persona research.