Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

―I think progress is being made — it is more of an evolution than revolution, butdefinitely picking up momentum,‖ Mr. Casal said.―Currently a great deal of focus is on the contextual advertising side of the equation,‖ hesaid. ―But what happens after the click?―While a specific landing page or app can keep the level of relevance high, therebyholding on to the attention of the mobile user, customer journeys are no longer clean welldefined funnels. So the context of the dialog established with the initial advertising needsa way to continue and this is where we will continue to see more progress in 2013.‖Mobile-centric approachMarketers face several challenges when it comes to delivering contextually-relevantexperiences via mobile, including that information is siloed and coordinating all thedifferent data points needed to bring together a relevant, contextual experience can be achallenge.Additionally, marketers need to focus more on mobile experiences.―Often there is a lot of focus on the delivery aspect or some cool new widget thatinfluences a mobile project — as a result the content sometimes becomes a secondthought,‖ Mr. Casal said. ―Marketers need to ask themselves what experience are theytrying to create for their audience? What are the tasks or information does the mobile userneed? What are the contextual factors?As we head into 2013, mobile contextual experiences are likely to continue to improve.―In 2013 we will continue to see more consideration for contextual factors as planninggradually moves towards a more mobile centric approach,‖ Mr. Casal said.―What will change is the level of pressure marketers will continue to bring to IT ascontext and relevance increasing become a must have,‖ he said. ―The bottom-line iscontext, especially critical to mobile efforts, helps drive engagement which drivesbusiness.‖US Mobile Ad Spending Jumps to $4 BillionDEC 18, 2012PrintEmailFree Newsletter108