With the ever-increasing pressure on marketers to achieve increased profitable growth and a laser focus on their bottom line, the need to understand the impact of their marketing and which part delivers the highest ROI is critical. At the same time, as mobile investment is increasing at the fastest rate of any media, there is an urgency to understand the ROI specific to mobile marketing. There is a need to understand the way in which advertising tactics work similarly or differently from other advertising in other media. And, there is a need to understand what percent marketers should spend in mobile to optimize their overall marketing performance. Yet, few have the resources to initiate a robust analysis on how mobile interacts with other media channels and how to optimize their budgets to take full advantage of the unique power of mobile.
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