Dive Summary:
- With the huge rise in smartphones, increasing mobile marketing return on investment has become more important than ever and requires attention to detail and the best possible performance.
- Take industry patterns and customer feedback into account for updates because they make up the audience that you're trying to reach.
- Put your analytics system in place as you build your app or ad because you'll need to be able to track information accurately to optimize mobile marketing efforts.
From the article:
Mobile usage is growing at a fast pace -- in fact, adoption of this platform is happening quicker than any other technology in the last century. Despite that, mobile revenue has a long way to go to catch up. Combine these facts with the complexities of the mobile experience and its multiple levels of fragmentation (e.g., delivering to multiple devices, to multiple operating systems, and to consumers who are experiencing and using these devices in very different ways), and it is crucial that app publishers build appropriately from the ground up. Even more importantly, the management piece of the equation is imperative for a brand achieving ROI. Brands must have flexible iteration, respond to analytics, and adjust appropriately...
