That's what Kraft's Ed Kaczmarek suggested when asked to react to a stat that mobile marketing is "four to five times as effective" as online marketing.
"I'm going to say that most brand
marketers will tell you that you are smoking something," he said, adding that the incredulity isn't because mobile isn't working better, but because it takes a while for big marketing organizations to
assimilate new media platforms, even if they are more effective.
He cited how long it took for big marketers to embrace [online] media, but he sees a ray of hope in the fact that so many
marketers are beginning to use mobile more in their personal lives, which ultimately will translate into their marketing lives.