A clear theme that emerged from the Mobile Marketing Forum in New York this week is that the entire marketing industry is pushing itself up a steep learning curve called mobile marketing.
The cost is borne by every player in the value chain. Brand marketers must invest time, money and effort getting up to speed. Agencies must learn everything just to able to present a few things to their clients. They then have to spend an enormous amount of time educating the clients.
The mobile media and marketing application vendors probably invest the most. Some can afford the investment (and have little choice). Others, like the dozens of software and platform innovators, struggle to make ends meet while they wait for the juggernaut to be unleashed.
The good news: there will be a return on this investment. And it will be a huge return. The not-so-good news: some visionary players may not be there to enjoy it.
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