There are two fundamental emotions that every marketer has come to rely upon: experience and perception. Every advertiser aims to create an engaging experience for the consumer and influence his/her perception, thereby inducing a call to action. For this, he must engage his audience with the true touch and feel of his product at a time and place where they will be most receptive to it. In such a context, the personalised and far-reaching potential of mobile devices such as smartphones and tablets is almost unrivaled. Fueling this trend is the shift in consumption habits from desktop to mobile, making brands open their purse strings towards sophisticated forms of mobile advertising. Read the opinion piece by Narayan Murthy Ivaturi, Director, Global Sales & Sales Strategy, Vserv.mobi on Hindu Business Line.