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'Only 16% of marketers have mobile strategy'

It's not just mobile advertising that requires measurement. Engagement and retention tactics also need a disciplined approach. A lot marketers are measuring the efficacy of their Push or SMS campaigns by relying on open rates alone. That would be like a web advertiser being happy with how many clicks they got on their ads. They would be laughed out of a room if they just reported click thru rates. It's great to see this article shining a light on the advertising layer and the need for more reliable analytics. Would be great to also shine a light on the messaging layer. OtherLevels is a good company to start aiming your spotlight on.

Fri, 8 Feb 2013

10:10 pm