Old ways of evaluating ad campaigns are not best for mobile, where it may be necessary to try different approaches in limited ways to best gauge consumer response via commerce-enable mobile pages, says Wilson Kerr, vice president of business development and sales at Unbound Commerce. "Mobile consumers want to act, they do not want to surf off to some Web page and read a lot of branding messaging on their smartphone," Kerr says. "Ask yourself how easy it is for a mobile consumer to complete an action, then tweak the campaign."

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