We‘ve all seen the statistics on the staggering growth of mobile. According to Google, mobile search will be surpassing the desktop search by the end of next year, with Google's mobile ad revenue reaching $8 billion this year (which is more than 3 times the increase from last year).
And yet, many brands and agencies have been slow in utilizing the mobile channels in their marketing efforts. The typical challenges are the ability to track the right metrics, difficulty in understanding the consumer context, questionable effectiveness of the mobile ads and conflicting "best practices" advised by the industry leaders. Read the full article here.