Direct Connection: Engagement with Mobile Phone Users

The mobile platform offers "nirvana" for advertisers aiming to deliver the right message to the right person at the right time, this paper argues.

Direct Connection: Engagement with Mobile Phone Users

Rob O'Regan

Remember life without cell phones? It's hard to imagine a time when we didn't enjoy having the comfort of our own personal communication device tucked neatly in our pocket, on our belt, or in our purse, just a fingertip's length away from connecting to friends, family, and colleagues. And brands.

The mobile platform presents perhaps the best opportunity yet for that elusive marketing nirvana: delivering the right message to the right person at the right time. And because consumers themselves often dictate the terms of these interactions, mobile offers the...

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