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
How Bluesky hopes to win over publishers (and users)
Bluesky courts publishers with a simple pitch: trust and traffic.
Who are the winners and losers of Omnicom’s proposed acquisition of IPG?
While the deal’s official close is still a long way off and there may be regulatory hurdles to clear before the acquisition is complete, it’s still worth charting out who the winners and losers may be.
Holding pattern: Omnicom, IPG and the deal that’s leaving marketers on edge
How Omnicom’s proposed acquisition of IPG keeps marketers guessing.