Google is taking a full-spectrum approach to mobile, seeking to extend its global online strategy to the space occupied by smartphones and tablets, industry observers say. And the perceived potential for the company and marketers is vast. "If Google can deliver mobile campaigns to mobile consumers when and where they are most likely to act and link campaign success metrics to proven, incremental mobile commerce sales, they are touching a potential goldmine," says Wilson Kerr, director of business development and sales at Unbound Commerce.

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