Mobile or Online aka portability vs usability……..Well both are important and both mobile and online have its own benefits and shortcomings. With the advancement in technology, the line between mobile and online is becoming lesser day by day.
However, it poses a problem for advertisers. How to manage the budget across online and mobile channel. Earlier, most of the digital advertisement was online however with the phenomenal rise of mobile media, advertisers and agencies are finding it difficult to manage their budget, team, resources across both the platforms. More importantly, once the campaign is started, it is often difficult to monitor and optimize the campaign across two different channel s? I believe it would be important for advertisers/agencies to identify a tool that can provide a comprehensive picture of the campaigns. It is important to keep optimizing campaigns by continuous insight from analytics. If there is no single tool that helps to consolidate data, it is better to run campaigns in a set of media from where it is possible to gain insights or from where it is easy to compile data in a format that would provide insights. However, if there is a tool that enables to run and manage campaign from single platform across various channels, then experiment with the new channels to generate higher ROI. Since many studies claim that mobile channel provides a better ROI, it would be great to test it. Moreover, with the lines between mobile and online blurring and with the pace at which mobile is gaining grounds, it would be extremely important to start gaining insights about mobile, so that one keeps ahead of the knowledge curve. Most importantly, it would be very important to find or develop a tool that would enable to optimize the budget not using excel but with sophisticated techniques.
The bottom-line is that it is important to utilize data in way that leads to insights, insights leads to actionable strategy and a strategy well executed generates a better ROI.