Everyone is looking for a better way to connect with consumers in a world of rapidly multiplying distractions, and you'd expect it would be easy enough given that so many are "always addressable" and available via various devices. Yet mobile marketing remains an underutilized resource and revenue stream for advertisers and marketers, and spending on mobile advertising continues to lag time spent on mobile by consumers.
Marketers are smart, creative and critical to the success of their respective organizations. No marketer would dispute these claims. But do they really know the impact of their initiatives? In days past, it was difficult, if not impossible, to effectively quantify their efforts. But in today’s business environment, data and technology allow marketing teams to maintain visibility through the entire prospect life cycle. This should create a feedback loop that results in optimized results.