Why has mobile yet to, well, mobilize? There are a number of reasons—a few of my favorites are:
• Economic Downturn: As mobile was ramping up, the economy slowed down. Advertising budgets, particularly test budgets for new media, became difficult to acquire.
• Growth of Social Media: The development of Facebook and Twitter stole some of the spotlight. Coupled with the tight economy, advertisers sought lower-cost ‘social media,’ perceived to be viral and free in nature. Ironically, mobile has been silently driving much of the traffic behind social media, which was confirmed when Facebook released mobile figures in advance of their IPO.
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Why Does Mobile Seem Immobile?
Brian Stoller Consumer - 08/28/2012-09:51 AMWhy has mobile yet to, well, mobilize? There are a number of reasons—a few of my favorites are:
• Economic Downturn: As mobile was ramping up, the economy slowed down. Advertising budgets, particularly test budgets for new media, became difficult to acquire.
• Growth of Social Media: The development of Facebook and Twitter stole some of the spotlight. Coupled with the tight economy, advertisers sought lower-cost ‘social media,’ perceived to be viral and free in nature. Ironically, mobile has been silently driving much of the traffic behind social media, which was confirmed when Facebook released mobile figures in advance of their IPO.
• Lack of Consumer Data: More...