For Interactive Marketing Professionals (Length: 19 pages)
This is a Consumer Technographics document

March 29, 2007

Best Practices: US Mobile Marketing

The Best Mobile Campaigns Embrace The Medium

This is the second document in the "The Rise Of US Mobile Marketing" series.

by Christine Spivey Overby

with Charles S. Golvin, Julie M. Katz, Sarah Glass

Executive Summary (This is a document excerpt)

With 76% of US households owning at least one phone, mobile is a seductive channel for US marketers. But consumers' preconditioned skepticism to mobile ads means that marketers must design campaigns that respect the medium and deliver value to targeted audiences. Fortunately, US marketers can learn from emerging best practices in four areas: 1) getting started; 2) campaign strategy; 3) targeting; and 4) campaign execution.

TABLE OF CONTENTS

NOTES & RESOURCES

itemMobile Marketing Beckons, But Success Will Require A New Mindset

itemUS Mobile Marketing Demonstrated Best Practices

itemBest Practice No. 1: Embrace The Medium

itemBest Practice No. 2: Go For Mobile Tie-Ins When Planning Campaigns

itemBest Practice No. 3: Adopt A Pragmatic Targeting Approach

itemBest Practice No. 4: Keep Campaigns Simple And Compelling

itemForrester Mobile Marketing Next Practice: Immersive Experiences

itemIdentifying Your Challenges

itemCase Studies

itemSupplemental Material

Forrester interviewed 42 companies involved in mobile marketing including advertisers like the American Cancer Society, Pfizer, Time Inc., and Zagat Survey and mobile experts at AdMob, Greystripe, ipsh!, the Mobile Marketing Association, Sprint Nextel, Third Screen Media, Virgin Mobile USA, and VML.

Related Research Documents

itemIs The US Ready For Mobile Marketing

December 27, 2006, Trends

itemHow US Youth Use Mobile

November 17, 2006, Trends

itemThe State Of Consumers And Technology: Benchmark 2006

July 27, 2006, Data Overview

Find Documents In Related Categories

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Analyst: Christine Spivey Overby
Technology: Emerging Marketing Channels, Marketing & Advertising
Geography: North America
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Archived Teleconference:
Is The US Ready For Mobile Marketing?
Original air date: Wednesday, January 24, 2007
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