Mobile technology has irrevocably changed
how people consume content, discover new products or services and ultimately make purchases on those products. But while many eager and innovative marketers are jumping on board with mobile-based marketing, a large percentage of them are overlooking a key component for success. Despite investing in the right tech, they are building strategies based upon what they know about desktop-first measurements and performance indicators. This is a critical mistake that can hamper any marketer's ability to succeed in driving growth. Which is, after all, the primary goal of any marketing agency, brand or company.