Dive Summary:
- Dave Peterson, CEO of mobile audience predictive analytics company Sense Networks, says that marketers understand the importance of the mobile space but many do not know how to approach mobile marketing.
- Peterson identifies two main issues with mobile marketers: targeting capabilities and eCommerce.
- Location based advertising, according to Peterson, has real advantages by targeting consumers, but research has shown that consumers are not likely to redeem a location based mobile deal just because they are in proximity to the retailer.
From the article:
"...we are at a tipping point in consumer usage of this “new” mobile medium. Studies are showing that mobile is on the wrong side of a monetization gap. While the average consumer now spends a significant percentage of their time consuming media through mobile, the percent of advertising budgets spent in the category is lagging well behind. You can see it as you look around when you are walking, shopping, etc. and everybody is using their phone. I use my mobile devices more, now, than I use my laptop."
