16 January 2007

Mobile Marketing and Advertising

A new report, Mobile Marketing and Advertising, was released January 9, 2007. eMarketer predicts that the global market for mobile marketing and advertising will grow from $1.5 billion in 2006 to $13.9 billion in 2011.

During 2007, look for:
cross-media plays where the direct response capabilities of handsets provide the punch line to a rich media setup in other media such as television, radio or print.
For example, publishers in Japan embed quick response codes in the print media to allow immediate interaction between the mobile user and the content. These response codes enable publishers and advertisers to track the mobile user and their interests through the mobile channel. The top categories currently driven through mobile marketing include branding, information requests, and actual purchase.

There must be some unique relationships forged between brands, marketers, ad agencies and mobile carriers to take advantage of the most prevalent interactive platform in the world. Problems include consumer reluctance to accept advertising, even if it means free mobile content or expanded services; revenue sharing, consumer privacy and the need for carriers to provide statistical data; the general perception of consumers and marketers that the mobile platform is a premium channel for communication only.

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