April 10, 2008

US Mobile Marketing: Easier Done Than Said

Apply Lessons From Other Digital Channels To Get Started Now

by Peter Kim

with Christine Spivey Overby, Charles S. Golvin, Cynthia N. Pflaum, Emily Bowen

Executive Summary (This is a document excerpt)

Eighty-three percent of marketers believe that mobile marketing will grow in effectiveness over the next three years. But although US marketers see the channel's growth potential, a technical acronym soup and low levels of current adoption among many mobile marketing formats await early entrants. So to test the new medium while managing these early risks, US marketers should apply lessons learned from other digital channels to launch effective mobile campaigns. Also key to success: targeting the small but influential base of consumers who have already experienced mobile ads.

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