Kinsella Urges Brands To 'Set Mobile Free'
Colin Kinsella, CEO, Digitas North America, is now on stage discussing some of the obstacles that must be overcome before mobile marketing can get more traction. His advice: set mobile free from being siloed from other channels; put mobile at the core of everything you're doing; and tell great stories, that is add an emtional element to the utility and deliver value. If you have a siloed mobile budget, "you're headed for an epic failure," warns Kinsella. It has to be connected to a client's wider digital budget embracing online, social media and other areas.