Mobile is more than direct response One of the largest causes of - TopicsExpress

Mobile is more than direct response One of the largest causes of frustration is an overly intense focus on measuring the direct response (DR) success of a mobile campaign. Marketers too often default to measuring only DR and inevitably run campaigns around the assumption that it is mobile’s one and only value. Of course, the performance potential is high, but the most effective mobile campaigns are cross-platform and branding conscious.

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