Avoid the mobile pitfalls

Ben Phillips

This article discusses some common mistakes in mobile marketing, caused by a lack of strategic understanding of mobile and an over-specialised work force.

Avoid the mobile pitfalls

Ben PhillipsMediaCom

A lack of strategic understanding results in too many brands failing to fully exploit the mobile medium. MediaCom's Ben Phillips says brands need to define the sort of user engagement they seek, have the right content to achieve it and the ability to measure it.

Everyone knows that mobile is the device on which we spend more and more of our time. It's not just a communication vehicle, but also a shopping portal, an entertainment device and a constant companion.

And, yet, too many brands still struggle to get mobile right – despite...

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