Recession May Move Mobile Away From Branding Click-Through Rates, Calls to Action Important Amid Woeful Economy NEW YORK (AdAge.com) -- In mobile's brief lifetime, marketers have experimented with the medium both as a brand-building and a direct-response channel, with no major proof points having emerged on either side. Mobile's ability to draw an instant response and identify highly qualified and engaged prospects through capabilities like click-to-call and click-to-SMS makes the medium ideal for driving action.
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