©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Smartphones, tablets and other mobile devices are everywhere and have fundamentally changed how consumers search for products, consume media and make purchases. So why do most brands still treat mobile marketing as an afterthought?
The truth is many brands don’t know how to best approach the mobile channel and have been caught off guard by how quickly consumers have shifted from the desktop to the handheld. How do you communicate with an always-on audience? Is it better to focus on mobile search ads, display, location-based ads or social media? How much do you budget for mobile vs. other channels? How can you measure success of mobile campaigns when the line between online, offline, desktop, and mobile has become so blurred?