Register by Jan 13 to save on passes and connect with marketers from Uber, Bose and more
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
Inside the brand and agency scramble for first-party data in the AI era
Brands are moving faster to own first-party data as AI and privacy changes alter the digital advertising landscape.
Walmart Connect takes a play out of the Amazon playbook to make agentic AI the next battleground in retail media
The next retail media war is between Walmart Connect’s Sparky and Amazon’s Rufus, driven by agentic AI and first-party data.
What does media spend look like for 2026? It could be worse — and it might be
Forecasts for 2026 media spend range from 6.6% on the lower end to over 10% but the primary beneficiaries will be commerce, social and search.