How to advertise on mobile

18/08/2015

When was the last time you clicked on a banner ad? Now, when was the last time you messaged, commented or posted on a social platform? Chances are it has been a long time since you chose to click on a banner ad, yet you have likely messaged or commented on a social platform in the last hour. This behaviour is why it’s important for brands to be culturally relevant to consumers, especially as mobile becomes the dominant consumer touch point.

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A couple weeks ago I spoke at a conference in Stockholm entitled, Mobile Mecca. The event consisted of presentations and panel discussions by professionals from media businesses, start-ups, clients and agencies. What occurred to me after the day was that few of us – other than Apple, Facebook and Google – are winning in mobile. I can’t help but feel that many of us are obsessing over tech capabilities and missing the bigger opportunity. In order for a brand to win in mobile today and tomorrow, it must play a relevant role in their consumers’ cultures....read more on LinkedIn

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