Before jumping straight into building an app, Brands need to consider other mobile technologies says Paul Berney, CMO and MD of the Mobile Marketing Association’s EMEA region. The starting point needs to be problem-centric and based on consumer insight, only then can a Brand work out what they should be doing in the mobile space.

This week we asked Paul Berney, CMO and MD of the Mobile Marketing Association’s EMEA region:

• What are the various elements a marketer can draw upon to build their mobile campaign?
• Beyond the number of mobile website visitors or app downloads what are the metrics that matter?
• What are the critical issues that business leaders should consider before devising their mobile campaigns?

The Mobile Marketing Association is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies.