The wide proliferation of mobile devices is changing the marketing landscape in a variety of ways beyond the simple migration of consumers from PCs to smartphones and tablets, writes Rohit Dadwal, managing director for MMA Asia-Pacific. Among the considerations marketers must take into account are how best to measure the effects of mobile, especially when campaigns are designed to blend seamlessly between one platform to another. "It seems that the time is ripe for trailblazers to appear, with different and more accurate ways of accounting for intangibles, who are willing to say 'yes, we use mobile, and we have a better way of measuring its impact,'" he writes.

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