Malik Yacoubi

Elaborates mobile strategies.
Advises creative teams.
Ensures mobile projects follow business objectives.
Keeps up to speed with the latest mobile innovations.

8 years in the business.

Mobility is not a business objective

It's a fact: an effective strategic starting point must always remain focused on business objectives rather than on the technology itself. Far too often, objectives are established based on an application's download count, but that should never be the goal. Instead, a sound mobile strategy should always serve business objectives—like boosting the number of in-store visits during off-peak periods.

What does Live Engagement mean to Malik?
“Live Engagement means that marketers have to make sure they are communicating the right information, at the right moment to the right consumer wherever he is.”