There is a hum of anxiety over making sure that marketers are not missing out on the next big thing in mobile, whether that is payments, augmented reality, the next Pinterest/Instagram or another industry-altering device.

Keeping pace with the shift to mobile apps is becoming increasingly complex. Marketers must understand the needs of their end user, the different platforms available and the strengths and weaknesses of each.

One of the biggest challenges that marketers face is how to calculate the ROI of a mobile marketing campaign. Here is one way to measure.

Why the shock and awe of an app that helps guys find girls around them – an app which uses publicly available data from Facebook and foursquare’s APIs, data which is completely permission-based?

An inbound MMS feature enables brands to build an opt-in database that may be cultivated as a reliable and mutually beneficial two-way communication channel.

Although traditional mediums might be struggling to keep advertisers’ budgets in their pockets, mobile advertising has already taken off stealing big spends from other forms of advertising.

The customers of 2012 are not the same as those of 2009 and they bear no resemblance to those of 2000.

I don’t know how many Craftsman hammers are sold annually, but I guess the number is at least in the hundreds of thousands. What does it know about these hammers sold? Next to nothing, I bet.

Creating an app is a great way to get your brand in front of mobile users, but only if it creates a positive user experience for those who download it.

Branded apps often are created in a me-too fashion without a clear understanding of what makes for a great app that will accomplish the goals that the marketer set at the start.