Mobile Marketer asked me to comment on the assertion that mobile is the new black.
My first thought was the time three weeks ago when I was standing before some of the smartest marketers in the country. If I threw out such a statement, they would’ve thrown me out.
Here’s what I told the publication:
“It’s up to brands and not vendors to determine if mobile's time is here.
“The most successful programs, like Ford's 15.4 percent lead conversion and Macy's expanding Backstage Pass in-store campaign, involve proven products and services like SMS and the mobile Web.
“Happily, for the most part, brand marketers are smarter than to fall for shiny objects that often only move their businesses backward.”
“Of course, it's early and traditional media spends far outpace mobile ones. Mobile gives brands the ability to provide relevant, contextual information and offers and the promise of a one-to-one rather than one-to-many relationship.
“Smart marketers are thinking post-click or install as well, seeking to turn what could be a one-time interaction into the beginning of a monetizable relationship. Mobile marketing and mobile advertising are maturing.
“Consumers expect to see their favorite brands delivering top-notch mobile executions. In fact, more and more, they are punishing brands that fail to deliver. Mobile's growth is accelerating due to more consumer interest, innovation, and proof of success that has come in the industry's earliest years.”
The full piece is here. Wear black while reading, please. http://www.mobilemarketer.com/cms/news/content/13317.html