Never before has a communication channel grew so rapidly and shifted consumer behavior so dramatically. Targeted audience location, time, and context trumps the demographic and psychographic profiles upon which many brands are accustomed to basing marketing plans. Furthermore, SMS/MMS, mobile email, mobile instant messaging, mobile web ("WAP" and HTML5), mobile apps, mobile games, mobile video, mobile social networking, etc. - each with its own nuance and best practices and all adding to a daunting planning process that many marketers are not prepared for. In order to prepare for this shift, many companies realize that an old concept - building capability through organizational learning - is the key to bridge the gap between traditional marketing models to the super-digital age of mobile. Listen in on a chat amongst 3 marketers from 3 very different global companies - all tasked with driving their organization's capability in mobile marketing and all sharing the same opportunities and challenges.
-Ideas on how to create a process of improving actions through better process and understanding
-Leverage correction and evolution achieve to highest order learning
-Expanding the organization’s mobile marketing capability is essential for long-term success