Sophie Vu, CMO of Vibes enlightens MTA readers with her tips on creating a successful mobile-first marketing strategy. She discusses the positive impact of GDPR on brand loyalty and trust. Sophie also speaks about why we shouldn’t be writing off SMS marketing, just yet; and, why CMOs need to change their attitude from “reactive mobile marketers” to “proactive mobile marketers”.

How have you seen CMOs’ approach to mobile marketing opportunities evolve over the last few years?

The ‘approach’ for many CMOs in recent years – particularly in mobile marketing – has been reactive. Many are waiting to see which new social media channel, technology, or trend emerges, and crafting a new plan from there. Instead, marketers should consider ROI as the baseline for determining all tactics – NOT the latest shiny new measurement tool or platform . I would urge marketers to be more steadfast in their

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