The Drum: ‘Mobile marketing is not a switch brands can flick on’: Mindshare’s James Chandler

Mobile marketing is not a switch brands can flick on once they decide that they want to make more of the channel - a mindset marketers will only break once they start treating it as a way people behave, according to Mindshare’s global mobile director James Chandler. Mobile has huffed and puffed as an advertising tool, promising brands untold riches but often falling short of the hype. […]