LONDON/WASHINGTON: The rise of mobile marketing and the need for a more nuanced approach to measurement were among the subjects that featured on The Warc Blog in the last week.

In one post, Bob Deutsch, the president of Brain Sells, the consultancy, argued that the mobile phone displays a unique promise when it comes to meeting the changing needs of consumers.

More specifically, he suggested that the increasing complexity of the media landscape means it can be difficult for people to feel "situated", something this emerging platform can help redress.

"Mobile devices are always with us. They are handy (literally) or in our pocket, and become part of our body (and image)," Deutsch said.

"This makes them different. It makes them intimate, which makes them a unique tool to help people establish a firmer footing."

The growing popularity of the iPhone, in particular, has led to the heightened uptake of the mobile web, but marketers will have to adopt new tactics if they are to get the most out of this medium.

As part of this process, agencies will be required to adapt their communications models, based on an understanding of individual customers.

"They must create seamlessly integrated communications wherein video material is interwoven with other presentation forms ... all in the service of broader brand stories that fit into real peoples' real lives," Deutsch stated.

In a separate entry, Andrew Challier, the managing director of Billetts, warned that the advertising industry is often too quick to dismiss the virtues of other forms of marketing activity.

"There often appears to be an eagerness to find a point of view which will 'defend' advertising by 'bashing' other forms of marketing, as if, by dismissing them, they will 'go away'," he said.

Such a trend applies to the frequent comparison made between the budgets allocated to different forms of media, but also to the denigration of initiatives such as in-store promotions.

"The fact that they are usually referred to as 'trade' promotions merely underlines the view that these are somehow second rate activities, only worthy of entry to the marketing suite via the tradesmen's entrance," Challier said.

"The fact is, however, that they consume huge amounts of UK plc money and drive a massive amount of volume - and used properly, they help businesses achieve their commercial targets."

Rethinking this view is especially important given that there is a "ticking time bomb for FMCG profits because of what is happening on promotional ROI," Challier added.

Data sourced from Warc