A simple look around on the street or in any waiting room will tell you that mobile is on the rise. Jason Spero from Google goes beyond the numbers to explain how to open a dialog with consumers in this changing space. He points to the importance of having a mobile site, citing it as the first major mistake brands make. Then, he suggests that marketers experiment to see what kinds of things engages their audience and adjust strategies accordingly.

September 2011



The user teaches us what they want by electing how they engage with what we offer.

Jason Spero, Head of Global Performance Solutions, Google