Mobile marketing: new dog, new tricks

Paul Nola, head of telecommunications, media and technology practice at kae:marketing intelligence, describes the vast range of marketing channels that the mobile phone/device can provide - and lists examples of companies from all over the world who have used them creatively.

Mobile marketing: new dog, new tricks

Paul Nola

In this era of mass complexity, consumers are becoming increasingly disenfranchised by the influx of advertising across multiple channels; junk mail continues to stream through postboxes, while email spam and pop-ups populate the internet. Consequently, they are opting out at every opportunity, as shown by increased ownership of personal video recorders (PVRs) that can skip through the ads, as well as the rise of downloadable pop-up blockers, reported to have killed off 'interruptive' online marketing (see Figure 1).

Even the long-standing blight of junk mail has suffered a blow with...

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