What the industry must do to drive mobile brand spend and marketing effectiveness measures.
Consumer acceptance will be paramount to increasing mobile marketing and advertising spend. And bringing additional marketing dollars into the mobile category is critical for growth for all industry players.
Today, the dollars for mobile marketing spend controlled by brand marketers might be characterized as "test and learn." Before allocating a more significant budget to mobile, brands require a deep understanding of:
As with the Internet, measurement will become a crucial element to quantify the mobile opportunity to drive brand involvement. But mobile works differently.
The mobile value chain presents a complex model for effective measurement, given the number of players involved and the necessary access to information that has historically been available in operator networks only. So what must we, as an industry, do to drive the brand spend and marketing effectiveness measures?
According to Tom Daly of Coca-Cola, measurement will be the next element to help a brand determine the right mobile spend and prioritize mobile against other media. What's important is gaining the input and leadership from the critical players in the ecosystem. And it will take the cooperation of all key constituents -- including professional organizations, leading brand marketers, content providers, and wireless operators -- to develop a measurement initiative that achieves the level of information brands require to move ahead with their mobile investments. Are you ready?
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