From the editor
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...