Dive summary:
- Mobile marketing presents a slew of challenges; seven executives share their personals struggles with mobile. [see full list at Digiday]
- Adam Broitman, vp of global digital marketing at MasterCard Worldwide, claims the biggest challenge in mobile is deciding where in an organization mobile fits: marketing, media or somewhere else.
- Robyn Phelan, interactive marketing manager at Palms Casino Resort, discusses the challenges of attributing revenue to mobile advertising because of lacking of cookies and tracking.
From the article:
"Many of the challenges in mobile are internal. For one, there’s a question of where mobile sits — media, marketing, product, or something else? And then there’s the issue of budget. This is a recurring theme when it comes to digital. Just because something is the hot topic du jour doesn’t mean digital marketers will get the funding, which invariably has to come from another, more tried-and-true method. And then once they do get the budget for mobile, brands are stumped when it comes to figuring out how to integrate mobile into their existing marketing mix. It is, after all, very complicated and fast moving. A couple years back, mobile was synonymous with apps; now it’s all about responsive design."