The economy is bleak. All the more reason marketers should place their bet on a cost-effective, measurable strategy: mobile. That’s the message Ogilvy North America is sharing with clients eager to find a recession-conscious way of reaching customers.

When budgets get tight, marketing becomes even more results-driven. It’s about maximizing value, analyzing reach, and quantifying ROI. Marc Fleishhacker, managing director for Ogilvy, New York explains the recession-centric solution the agency has created. “We came up with…what I will call a channel-agnostic approach, and mobile is big a part of it. Brands should ask themselves ‘Am I sufficiently leveraging mobile?’ and ‘How do I get more value out of SMS programming?”

Fleishhacker points out that a recession can actually be an opportunity for brands to differentiate and pull market share from their competitors. It’s the agency’s responsibility to help guide clients to smart, measurable spending. Ogilvy clearly believes mobile fits the bill. Fleishhacker says, “2009 is the year that mobile becomes a mass channel, and the recession will help that along.” Source: Mobile Marketer, more