If Elon Musk built cars the way they’re “supposed” to be built, we wouldn’t have an electric car that goes 0 to 60 in 3.5 seconds. When Steve Jobs decided that portable phones were really computers needing Apple’s attention, it changed our world. The lesson? If you’re willing to rethink everything you know and start from scratch with no sacred cows, you can do great things. That’s exactly where we are in mobile advertising today. We need a do-over with a laser focus on maximizing ROI.
The long-held belief of digital marketing is that display advertising is a powerful and cost-effective tool, while mobile advertising is unpredictable and unreliable. The question is whether or not mobile advertising can do better. It can.