Mobile marketing was a key focus at the SES event in New York which took place this week, according to searchenginewatch.com.
The event is designed to provide brand advertisers, marketing professionals and business leaders with the tools that they need for the digital landscape. It also addressed the challenges that are appearing from the new marketing mix.
A keynote panel discussed how mobile can be integrated as a marketing programme which can span a multi-channel approach over web, mobile, tablets, TV and others. It was suggested that marketers make sure they use a responsive design to handle this.
Owen Hanks, a representative of video advertising network YuMe, talked about the importance of multi-screen campaign earlier this week, telling marketingweek.co.uk: “…research has shown… that media opportunities on mobile are not simply a matter of screen size. For advertisers, this means that the most effective advertising is a multi-screen campaign, whilst publishers need to ensure their content is available across all screens.”
It was also claimed at the SES event that marketers who “dive in” and develop a mobile marketing strategy early are more likely to succeed. Experts also discussed the ways mobile marketing can be measured, due to the fact that the metrics for the service aren’t the same as other channels.