Editor’s note: Here’s a new post in our “Mobile Matters” series, where we seek opinions from advertising industry leaders on the top issues, challenges and opportunities in the fast-changing world of mobile marketing.
Today we hear from Eric Weisberg, executive creative director at JWT New York who leads the agency’s U.S. and global creative work for Johnson & Johnson, Royal Caribbean and other major brands. Eric also served as jury chair for the 2012 Mobile Marketing Association’s Smartie awards. We asked Eric: If you could solve one key challenge for mobile marketers today, what would it be---and how would you do it?
First of all, I don’t believe there’s such a thing as a “mobile marketer.” If your brand doesn’t have a mobile strategy in 2013, it’s doesn’t have a strategy. Everyone wants mobile – brands, media companies and agencies, but the issue is that people have started to think that mobile is an idea. Mobile is not an idea. And that’s why so much mobile work is disappointing and ineffective.
The questions to answer aren’t how much your brand should be spending on mobile or where it should be spending those mobile dollars. Rather, the strategic questions are: how can your brand use mobile to connect to consumers more intimately? More importantly, why would a consumer benefit from your brand being in mobile? If you can answer these questions, you’re well on your way to a mobile strategy and mobile ideas.Read More »from Mobile Matters: Marketers Should Use Mobile to Create More Intimate Connections with Consumers