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Some brands also forget to plan beyond mobile-only strategies. "Beyond developing countries, the mobile user spends time on a computer, tablet, perhaps a wearable, and goes back and forth all day long," Hasen said. "[...] We need plans to reach the mobile user wherever he or she is in the journey."
The hard work doesn't end with your plan. Who is going to execute your strategy? "You can't assign this to your 16-year-old son who is on the phone all the time and think he'll know what to do," Foley warned.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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