Mobile Ad Summit Says Think Before You App

Mobile agency leaders put on the gloves this week at the Mobile Ad Summit, in the B.B. Kings Blues Club and Grill in New York City, to discuss how mobile dollars are being spent. The panel was moderated by Emily Steel, reporter at The Wall Street Journal, New York, according to Mobile Marketer.

The match featured some strong topics, including: mobile website vs. applications, location and measurement. Some players argued clients should start simple with SMS (text) campaigns, while others noted that applications can give end users utility, which simple campaigns can’t do. All agreed that location is the next big trend and that mobile will help play a strong role.  Moreover, the team concurred that measurement is considered the key to a successful strategy. It was a unanimous thought that without ongoing measurement of your mobile presence, you won’t know what works and what doesn’t work, or how to improve.

Bottom line, all said that strategy should be the first step – determine what the client wants to achieve with a mobile presence, how they will achieve it and then measure the results. Similar to what Piehead Technology Director Clint Taylor recently said in a blog post around mobile security, “We’re a strategic partner to our clients, always collaborating on increasing their bottom line, so it’s our duty to be realistic when it comes to security, not idealistic.”

While many companies want to get into the mobile industry, speakers at the “Creative rockstars share the top mobile campaigns of the year” panel suggested taking a step back and understanding the needs of the consumer.

Does your organization have a mobile strategy that is specifically mindful of consumer needs?