From the editor

Colin Grimshaw

Colin Grimshaw introduces the topic of December's issue on the use of mobile technology in marketing.

From the editor

Colin Grimshaw

MARKETING IN APP-LAND

Useful Branded Mobile Apps Can Engage with Users

A report from eMarketer predicts that the global marketing spend on targeting people through their mobile phones will top $7bn this year, a 270% increase in two years.

But before we start heralding the arrival of mobile marketing, consider this. The vast majority of this spend (87%) is on text messaging. A paltry $338m will be spent on display advertising on mobiles this year, with a further $597m spent on search advertising.

Putting this into context, according to ZenithOptimedia's latest forecast, this year's ad...

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