Everything in marketing has risks. Social media is perceived as being free so we participate and hope to get a return but there are risks. We are spending time there that we could be spending elsewhere. Mobile marketing is perceived to be high cost, flaky return so we hesitate to participate because we could be spending our budget on items that are solid such as CPC online campaigns.
With social media, we eventually got over ourselves and figured it out. Like me, we find a solution that works for our business to track the return. Why can’t we just take those learnings and apply them to mobile?