Making marketing work harder with mobile: Findings from MMA's SMoX research (Smart Mobile Cross Marketing Effectiveness)
Vassilis Bakopoulos and Rex BriggsMobile Marketing Association and Marketing Evolution
Background:
With the ever-increasing pressure on marketers to achieve increased profitable growth and a laser focus on their bottom line, the need to understand the impact of their marketing and which parts deliver the highest ROI is critical. At the same time, as mobile investment is increasing at the fastest rate of any media, there is an urgency to understand the ROI specific to mobile marketing. There is a need to understand which...