A Brand In Your Hand

Lauren Bigelow

This article looks at mobile phone marketing, including: mobiles as a distinct medium; models of wireless marketing; and the extent to which consumers will accept it.

A Brand in Your Hand

Lauren Bigelow, SkyGo

In todays cluttered consumer marketplace, one can joke that if there is a medium, someone will find a way to market on it. Ads are everywhere television, billboards, buses, even in public toilets. The latest advertising medium? Mobile phones. With all the recent hype surrounding the wireless industry and the absurdity of some of the lengths to which marketers are willing to go to get their message across, the immediate reaction may be to reject mobile advertising as just another toilet-door scheme. However, the sheer size and speed of...

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