Last chance to save on Digiday Publishing Summit passes is February 9
It seems obvious. People are using mobile more than ever, brands should be ready for that. And yet by some estimates more than half of brands don’t have a mobile-optimized site.
The honest reason? “It’s hard as shit,” said Kim Siler, mobile brand strategy, global connections at Coca-Cola. It’s hard for Coke because it is a global company that markets to consumers in many countries, in different languages and across a large spectrum of devices. Every mobile marketing campaign needs to have various versions to fit different consumer preferences.
Siler spoke at Netbiscuits World 2012 about the challenges that brands face in mobile. One of her biggest issues is agency relations. She said agencies are so busy competing with one another that they aren’t doing enough collaboration. The mobile agency isn’t on the same page as the social agency and so on.
Another issue that Siler has with mobile is the budget. For the Olympics this year, mobile got only about a quarter of what the overall digital budget was and Siler is frustrated by that.
More in Marketing
‘Our marketing is not a bullshit machine’: Why Perplexity is investing in targeted, organic growth
Perplexity is banking on its name carrying weight to keep current users engaged and attract new ones
As AI catches on across luxury, brands play up their emotional value
At Shoptalk Luxe, vendors and brands alike described deeper AI integration than ever before.
Future of Marketing Briefing: Advertising’s tracking system meets a new political reality
The privacy debate in advertising is entering a phase when decisions will stick.