Mastering the mobile marketing maze

Everyone’s talking about mobile marketing as the next big thing. But despite the panoply of available options, the desired ROI is unlikely to be achieved without careful consideration and management.

Mastering the Mobile Marketing Maze

Graham Staplehurst

Mobile marketing, though still in its infancy, already encompasses a wide range of options that can suit many different marketing needs. The ground rules have already been established: get permission from the consumer, and offer something that's relevant, valuable, or useful. But within these boundaries, mobile can be used effectively in a number of ways. Mobile applications need not be limited to direct response (though they can excel at such tasks); they can serve other, less obvious functions as well.

An advertiser seeking the best mobile option first needs to consider what role...

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