The Mobile Advertising Bright Spots in 2012 report highlights the increasing importance of mobile relationship marketing (MRM) as marketers seek to engage consumers through fully connected mobile experiences. However, a lack of a comprehensive mobile strategy is stymying progress. Despite growing knowledge and understanding of mobile marketing technologies and innovations, marketers remain concerned about driving measurable results through the mobile channel and whether it is worth the investment. Despite these challenges, the data around mobile adoption and usage is staggering, with total mobile subscriptions topping 6 billion globally and mobile broadband reaching nine-figure heights.
