All indicators are up for mobile. Signs are pointing to mobile making a meteoric rise in the digital landscape.
It is finally crystal clear that mobile is here to stay. And, in keeping, we see a world in which consumers will be using mobile to executive the majority of their daily activities, if they aren't already. However, even with all of the buzz surrounding mobile, most sellers and buyers seem somewhat unclear about how they can make money from it.
What I think is the first priority - no matter who you are - is dipping your toe in. You can't wait for the mobile ecosystem to simplify itself. Too many agencies and marketers are taking that stance. While we can work together to improve the workflow, the number of devices and platforms will continue to evolve and proliferate. The longer you wait, the more complicated things will get. The time to take action is now.
In that vein, I thought I'd offer up a few suggestions and tips on how to launch a successful mobile campaign, focusing on what a marketer needs to think about when it comes to mobile.
This Thursday, the Interactive Advertising Bureau and its Mobile Marketing Center of Excellence will again host the annual IAB Mobile Marketplace conference and I foresee this event breaking new ground and offering up keen insights that are needed to drive mobile forward for consumers, agencies, marketers, and technology vendors alike. Throughout the day, we will bring industry leaders together to tackle mobile from all angles - and also challenge the mobile definition, as we know it.
This event is one of many things that the IAB is doing to try and answer the issues I've noted above. And, where a meaningful guideline or answer does not exist, we will try to find or develop a solution.
Join us on Thursday, stay tuned, and maybe this list will help in the meantime.
Mobile image on home page via Shutterstock.
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Anna Bager, senior vice president, mobile and video, brings together two of the digital media and marketing industries' most significant growth platforms under her leadership. The IAB Mobile Marketing Center of Excellence, an independently funded and staffed unit inside the IAB, charged with driving the growth of the mobile marketing, advertising, and media marketplace. The Digital Video Center focuses on tying together various IAB video activities - including Advanced TV, Digital Video, and the Digital Content Newfronts - providing a one-stop shop for thought leadership, innovation, research, and guidance for the burgeoning digital video industry.
Prior to joining the IAB Bager was heading business intelligence at Ericsson Multimedia and head of research at Ericsson's Business Consulting unit. Earlier, she was research and consulting manager for IDC EMEA. Business Insider named Anna to the Most Important Women in Mobile Advertising in 2012, 2013, and 2014. And one of the 2014 top women in media by Folio Mag.
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