The Big Issues Changing Mobile Marketers' Mindset in Canada

Mobile has been top of mind for marketers in Canada for a while now, but from fierce competition in the app store to all the buzz about marketing through messaging apps, it's a bigger challenge than ever to figure out how they should invest their time and dollars on the channel. Jed Schneiderman, co-founder and president of Toronto-based mobile advertising technology solutions provider Tapped Mobile, spoke with eMarketer's Paul Briggs about the big issues marketers need to focus on today, and the trends that might not be worth their time.

It's really hard to get on a consumer's phone and be part of their life given the dominance of those four companies. If marketers want to have an app, they need to consider how to provide utility to a consumer. Why would a consumer download their app and use it again?