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.