Rohit Dadwal
Jul 20, 2017

KPIs vs standards: Mobile marketing in the new world

Proper standardised digital advertising guidelines don’t need to come at the expense of any stakeholders, says Rohit Dadwal of the APAC Mobile Marketing Association.

(CAIA IMAGE/Science Photo Library)

Years ago, during mobile’s infancy, marketers started off sprinting, touting the benefits of this new ultra-targeted and personalised medium, and its ability to reach consumers on the go. With a wealth of new technologies at our disposalprogrammatic, geo-location targeting, and cross-channel campaignswe led the conversations on what could, and should be done on mobile.

Then we hit a roadblock setting the standards for this brand new medium. Calls for greater transparency, attribution, and...

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