Over the years, many theories have been presented around how mobile should form an intrinsic part of a holistic marketing exercise. Some of the largest advertisers have spoken on the importance of mobile but very few have invested in exploring the medium as a marketing tool to connect with a mass audience. One of the few corporates that have tested the use of mobile is Unilever. Vserv closely works with Unilever to help them gauge how to maximise the importance of mobile, which is the most widespread connected device across various consumer strata. Vserv and Unilever spoke to Digital Market Asia on five lessons on mobile marketing. Read the full story here.