From the editor

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

From the editor

Colin Grimshaw


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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