Speaking at the FT Digital Media and Broadcasting Conference today, he said many brands are missing the wider opportunities in mobile marketing by jumping on the apps bandwagon.
“Apps come into the conversation far too early,” he said, emphasising that more traditional mobile messaging is still the best channel for brands to reach users.
“Brands need to work out how apps fit into their wider mobile marketing strategy but many want to launch one before considering the alternatives,” he added.
Mobile apps have experienced rocketing success in the last year but the number of people using them remains a small proportion of the total mobile market.
This story first appeared on newmediaage.co.uk