The need for clarity over regulation and best practice in mobile marketing has been underlined this week by Samsung pulling its ads from appearing against potentially damaging content available via apps on the Google Android Market.
While display advertising trade body IASH has been responsible for online advertising, its remit has not yet been extended to mobile, and who exactly should police the mobile space is yet to be determined.
The ISBA Mobile Marketing Guide sets out the mobile marketing landscape, legal considerations and tips on getting the most out of mobile campaigns, as well as what marketers should be asking agencies during a pitch.
The Digital Measurement and Analytics Guide aims to clarify uncertainty around digital measurement planning and reporting tools, strategy and what exactly brands should be measuring.
ISBA’s consultancy manager Christina Nilsson said the guides have been produced to meet the majority of brands, striving to understand complex topics, looking for a “comprehensive, strategic” overview.
According to advertising body ISBA’s annual Digital Action Group survey, released in March, measurement is a top priority for brands this year as they look to reward online channels more accurately. Brands such as John Lewis, Sony, Boden and Virgin Atlantic have been looking at attribution modelling and their online marketing channel reward models to reassess the impact of each stage of the consumer buying process.
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