Mobile marketing in a downturn

As one of the less tried and tested advertising platforms, mobile marketing could be an obvious casualty in an economic downturn, when marketing budgets are increasingly pared back.

Mobile marketing in a downturn

Meg Carter

As one of the newer, less tried and tested advertising platforms, mobile marketing could be an obvious first casualty in an economic downturn when marketing budgets are pared back.

Yet as financial uncertainty forces brands to reassess their marketing spend, H&M, TOTAL and Lynx are amongst those advertisers at which commitment to mobile marketing looks set to continue.

"The economic situation means some brands will inevitably fall back onto more tried and tested media," says Ashu Mathura, chief executive of European mobile advertising platform MADS. "But, of all interactive digital media, mobile -...

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