Avoid the mobile pitfalls

Ben Phillips
MediaCom

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 being what their marketing team would probably classify as heavy users of mobile technology and will encounter many of these problems in their own use on a daily basis.

Getting it right isn't just about personal benefits, there's also a wealth of evidence that shows that getting mobile right has serious business benefits.