How Brands Can Make Smarter Decisions in Mobile Marketing: Strategies for Improved Media-Mix Effectiveness and Questions for Future Research

Vassilis Bakopoulos, John Baronello, and Rex Briggs

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Editors’ Note:

In 2014, the Mobile Marketing Association launched a research initiative to help individual brands improve the efficacy of their mobile-marketing efforts. Each case study addresses marketers’ core questions in a unique way: What share of their overall advertising spend should be allocated to mobile marketing? How should they use mobile formats and targeting methods more efficiently to maximize the performance of their media investments? Although the authors acknowledge that their findings “might not provide definitive answers of long-term effect for all marketers,” they do offer insight into how mobile marketing can be optimized on a case-by-case basis. In...

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