Growing mobile usage calls for more budgetary allocations
The outlook for mobile advertising, marketing and media is bright for 2014 – but it could be brighter. What is obvious is the wholesale consumer migration to mobile media for content, commerce and communications. But marketers have been rather slow in catching on.
As this edition of
Mobile Marketer’s Mobile Outlook 2014 points out, marketers across categories are embracing mobile in the multichannel – OK, omnichannel – marketing mix with gusto. But their progress seems at times a little too cautious for their own good. This is not the year to prevaricate or wring hands or even ask questions over the efficacy of mobile – that horse has long bolted. The discussions this year should center on budgets and integration.
{"ct":"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","iv":"05f8b773a541e80c8f6b9f9e3c82ea69","s":"9353fb3d0df9ae46"}