Vast challenges face marketers who want to provide consumers with an array of robust experiences that capitalize on the capabilities of their most closely-held devices. Budget is often a barrier, but we need more marketers testing these waters. Flexibility is an opportunity. Marketers need to approach mobile not by device, but by their individual objectives. Select the ideal combination of right time, right environment and right consumer, and then incorporate whichever device or devices best serve the intention. Let your goals lead your mobile campaigns.
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