Mobile marketing has finally arrived

Over the last few years a number of marketers have tried SMS push and pull advertising on mobile phones - but this is barely scratching the surface, says Russell Buckley, managing director of Admob Europe.

Mobile marketing has finally arrived

Russell Buckley

We have been talking about mobile marketing for nearly a decade and there has certainly been activity in this space for about seven years, but with the exception of 'SMS pull responses' it has not yet hit the mainstream or delivered on its theoretical promise.

The first forays into the mobile marketing channel were via push SMS alerts. Marketers figured that if you could send the right message to the right person at the right time (and in some instances, in the right place too), this would be a highly effective call to...

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