Research from Weve revealed that nearly half of 18-34 year olds think of mobile as their ‘first’ screen. Why then, are many marketers failing to make the most of this significant opportunity? James Hilton, CEO M&C Saatchi Mobile shares his opinion in this post.
Research from Weve revealed that nearly half of 18-34 year olds think of mobile as their ‘first’ screen. Why then, are many marketers failing to make the most of this significant opportunity? James Hilton, CEO M&C Saatchi Mobile shares his opinion below:
“Whilst many brands are truly engaging with mobile, clearly this is not across the board. I believe a key reason behind this is tracking. Unfortunately mobile has yet to be integrated into the traditional digital tracking solutions that are concerning brands, and confusing many planners.
Brands are keen to gain a holistic view on their digital spend and with mobile being separate this makes obtaining this harder to achieve. Thankfully 2013 has seen mobile tracking technologies advance a great deal, which in turn should ensure mobile marketing becomes part a more integral part of brands’ marketing strategies.”
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