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Mobile Advertising: Opportunities & Illusions
Datacomm Research Company, Oct 2006, Pages: 70
Successful mobile advertising will be one component of an integrated mobile marketing strategy spanning promotion, sales, and customer service—and not just a series of standalone ads on small screens. That is one of the conclusions of the new 70-page report, Mobile Advertising: Opportunities & Illusions.
The mobile phone is an ideal marketing channel because it is personal, interactive, and relevant. While mobile users do not want to be bombarded with traditional advertisements on small screens, merchants can leverage mobile phones to create deeper and longer lasting customer relationships. Based on in-depth interviews with merchants, vendors, and operators, this report presents the six steps to mobile advertising success. It also explains how the continuing evolution of mobile phone networks and handsets will enable merchants to steadily expand their mobile marketing strategies to include sales and customer support.
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