Dive Summary:
- Google announced an update to its Mobile Playbook Tuesday, providing marketers with examples of successful real-world examples of mobile ad campaigns.
- Examples include efforts from Bradesco, Chevy, Nike.
- Google is also urging marketers to focus on impact measurement beyond click-counting and look at other ways to analyze behavior or conversions.
From the article:
"... It’s no wonder that a new survey out this morning by the Chief Marketing Officer Council shows only 14% of CMOs are satisfied with their mobile efforts, and 43% definitely aren’t.
Google, for one, is pushing hard to change this situation, especially since both these concerns have emerged front and center among marketers in the six months since Google launched its Mobile Playbook intended to help brands do more effective mobile marketing. With a new update to its own mobile marketing vehicle announced this morning, Google is aiming to answer those concerns using a raft of real-world examples. ..."
