Marketers Agree: To Succeed in Mobile, Keep Consumers Top of Mind

Panel discusses how to approach burgeoning ad vehicle

When it comes to mobile, brands need to keep the focus on consumers and creating real value, digital marketing experts said on Thursday at an Advertising Week panel moderated by Adweek editorial director James Cooper.

Michael Lazerow, chief marketing officer of Salesforce Marketing Cloud, pointed to Delta as an example of a company offering a mobile app that provides a lot of utility. Lazerow books flights and secures travel information without even going to the company's website, he said.

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