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

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 uniq

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