Summary
Mobile has become the most powerful channel for customer engagement and commerce in China; spending on mobile advertising is rising far faster than ad purchases on traditional media. Chinese marketers must understand the impact of mobile on marketing sttrategies — but most of their firms don't understand the core components of mobile marketing measurement or the factors like device proliferation that pose challenges to measuring mobile marketing effectiveness. This report helps customer insights (CI) pros and marketers find the mobile marketing metrics with the most impact and learn how to best employ these metrics in China.
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