Smart phones are all the rage now. Increasingly consumers are upgrading their devices and subsequently getting introduced to more variety and utility. Marketers are however still playing catch-up as marketing budgets on mobile are still relatively small compared to other engagement channels. We cannot blame them though, as the spend per brand across board has reduced and there is a perpetual fight to defend the use of a particular channel, which often times is directly proportional to goods moved or service requests received.
The biggest issue that I see, is that the metrics that need to be measured are unknown and hence it is difficult to justify spend on mobile. In a differentiated market environment, not every action directed to the consumer needs to directly translate to movement of product. This is where mobile strategy comes in, with the creation of campaign objectives, determining what qualifies as campaign success, and identifying the tools to measure these results. Continue Reading…
