Commentary

Epic Mobile Fail!

Re mobile, what’s the worst possible move a marketer can make? Siloing your budget, says Colin Kinsella, CEO of Digitas North America. Siloing guarantees “epic failure,” Kinsella warns OMMA Mobile attendees. “Clients don’t come to us with a mobile budget; they come to us with a plan to reach consumers,” he says.

Luckily (sort of) for most marketers, the bulk of ad dollars have not yet shifted to mobile, so they still have time to do it right.

Also of note, Kinsella says not to forget about story telling. Marketers “need to tell better stories,” he says, “and figure out how to leverage mobile to tell better stories.”

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