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Why the integrated online mobile strategy is a must

If your plans don’t include mobile, then your plans are not finished.”
-Wendy Clark, SVP, Integrated Marketing, Coca Cola

Greg Stuart, author of “What Sticks” and CEO of the Mobile Marketing Association hopes you understand one message: “Mobile is the missing link for marketers.” Stuart spoke Thursday morning at the Borrell Associates Local Online Advertising Conference in New York City. He believes, strongly, that “mobile is the modern media channel.”

Stuart points out some provocative numbers: There are 1.5 billion computers right now, along with 1.8 billion smartphones and 5.5 billion cellphones. That pretty much covers everyone. Local, national, international – it’s all online.

Still, media sites present non-targeted ads just as they have since the ’90s. And that doesn’t cut it anymore. “We continuously teach consumers to ignore marketing messages,” said Stuart, “by having non-targeted messages.” Which brings us to the nice quote up above from the SVP of Integrated Marketing at Coca Cola, which Stuart drew our attention to. Online plans are nothing without mobile integration.

The theme of Stuart’s presentation was “We hired a guy,” as in “What’s our mobile strategy? We hired a guy.” And that, Stuart said, is simply not enough. “Mobile is different than traditional online marketing. It’s far more personal. Don’t let advertisers run crappy ads on your site. It just teaches your audience to ignore your ads.”

The biggest obstacle for media companies who aren’t going after the mobile audience? Fear. “National online spending would be twice what it is today if there were rational decision making.”

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