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Mobile Marketing & Advertising: Challenges and Opportunities

Published Date: February 2008

Published By: Mind Commerce Publishing

Page Count: 50

Order Code: R331-90

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Section 1 The Rise of Mobile Marketing.: Mobile Becomes Viable Marketing Channel; Few Vendors Will Dominate Mobile Market; Mobile Messaging and Mobile Search Generate Interest; Marketers Differ on the Best Messaging Platform..; Mobile Search Will Be Dominant Marketing Platform..; Consumers Flock to Mobile Search for Specific Tasks.; U.S. Mobile Searchers Prefer Task-Driven Content; U.S. Mobile Searchers Prefer Ad-Supported Format, says Survey.; Telecom Companies Reluctant to Develop Ad-Based Messaging Models.; Mobile Marketing Reaches Elusive Younger Male Demographic.; Mobile Video Is Fastest Growing Content Sector.
Section 2 The Mobile Marketing Opportunity.: Spending Forecasts Vary Among Researchers.; European Mobile Marketing Will Grow Gradually.; Asia is Mobile Global Leader.; Growth of Mobile Marketing Spending Faces Inherent Challenges.; Trade Groups Develop Mobile Marketing Guidelines.; One-Third of Mobile Users Recall Advertising Today.; Mobile Campaigns are Still Pricey.
Section 3 Mobile Marketing Vendor Shakeout: Suppliers Provide Diverse Set of Offerings.; Google Dominates Mobile Search and Content Aggregation.; Advertising Networks Vie for Leading Brand Clientele.; Mobile Phone Carriers to Focus on Platform Access.
Section 4 The Mobile Marketing Forecast: Global Market Spending to Reach $19B by 2012.; Immediate Measurement of Campaign Success Attracts Advertisers.
Section 5 Recommendations: Planning Mobile Campaigns.

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