The great value of mobile lies in the opportunity for marketing to translate quickly into sales, B. Bonin Bough, vice president of global media and consumer engagement at Mondelez International, said at the MMA's SM2 conference. "How do we get down to the sales level? The key to that is working with your clients and making sure that your clients are relentless to craft program that actually can look at a sales [angle]. There's no reason for us to invest money in these channels if we're not going to learn what's working and what's not."

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