©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Clix Marketing, 3/18/11
Mobile’s multifaceted role can be challenging to embrace and activate, which could leave traditional advertising agencies behind in understanding the medium and how it should fit into an overall marketing strategy.
According to mobile advertising specialists, some agencies understand mobile while others do not. To get all the agencies on board, mobile advertising companies need to give agencies the ability to more easily create and execute mobile campaigns at scale.
“Some agencies do and some don’t understand mobile,” said Paran Johar, chief marketing officer of Jumptap, New York. “The good news is that by and large, Madison Avenue has embraced mobile much faster than they embraced the PC Internet.
“The reason for this is that most holding companies saw what happened in the early days of the Internet with independent interactive/digital agencies that took the lead and they don’t want history to repeat itself,” he said.