Marketers explain why mobile presents a challenge

04/15/2014 | Digiday.com

Keeping pace with the fast-changing mobile-marketing space is one of the key challenges for the platform, according to Elyssa Gray, Citibank's creative and media executive leader. Zappos' director of mobile, Aki Iida, says changing technology presents new opportunities, but brands must identify the right investment. And with an apps-only mobile strategy now history, it's a challenge to develop an approach that takes into account any mobile interaction the consumer may have, notes Zach Barkus, manager of mobile and emerging media for Campbell's Soup.

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