I have been fielding calls for two weeks about iPad usability and ad serving and about the explosion of mobile marketing.

Getting caught up in the technology is easy to do, especially when it changes so rapidly. What I have told reporters, clients and potential clients is that the technology is not the focus for marketers.

 When the technology enables consumers they become engaged. They form new habits with the technology and marketers gain a new point of engagement.

Marketers need to serve their audience first, giving them what they want, and find the technology delivery system that gives them the best engagement ROI. Technology will continue to change, especially mobile technology. Mobile advertising, including the iPad now, has a critical place in brand advertising and direct response, but getting hung up in the technology takes the focus away from the engagement strategy. This is a tremendous new tool for brands, but it is still evolving. Jump in!

email me and I will send you our latest report on best practices for mobile marketing

till next time,

Leah

lwoolford@usdm.net