Tuesday 28th February, 2012
2:00pm to 3:30pm
Mobile has the potential to be all things to all men when it comes to advertising. Big screens and fast networks mean mobile can compete for eyeballs with TV and movies; search puts it up against the fixed internet; SMS and messaging are possible replacements for direct mail. But is such a blanket approach the right one? What is the ‘right’ use of mobile in advertising? Does the contextual nature of mobile actually mean that we should be talking about marketing, not advertising?
This session will ask how mobile should fit into a brand’s cross-platform marketing strategy. It will consider how we should conceptualise mobile, whether in terms of its potential to create a short term splash or to build and support long-term consumer engagement.
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