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":"0e06e63a66b2ee6ae5e624672786ac69","s":"5a3d8b9c5acf7a4b"}