Apps are not the sole answer to mobile strategy, analysts say

12/21/2012 | Mobile Marketer

Mobile applications are an important way to reach consumers, but a mobile strategy needs to be more diverse, writes Rimma Kats. Mobile websites, QR codes and SMS as well as mobile advertising all have their roles to play as part of a larger marketing plan. "An app should be integrated into a larger campaign, or be a part of a larger mobile presence that should also include mobile Web and social campaigns," said Kunal Gupta, CEO of Polar Mobile.

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