5 Words to Describe Ineffective Mobile Marketers

I asked today's brand and tech leaders to set us straight

Google's Jason Spero refers to consumer actions on mobile devices as signals, rich with information that tells marketers a great deal—if they are on the lookout for them.

"I have more marketers that I'm convincing to be curious about those signals than marketers who are overusing those signals to the point of abuse [like invading privacy]," Spero, Google vp of performance media, told me in an exclusive interview for my new book, The Art of Mobile Persuasion.

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