May 4, 2009

Does Mobile Marketing Matter Yet?

by Christine Spivey Overby

with Shar VanBoskirk, Zach Hofer-Shall, Neil Strother, Emily Bowen

Executive Summary (This is a document excerpt)

Mobile promises new ways for marketers to connect with their customers — like branded applications, video, and even on-the-go transactions — eventually. But in the short term, the recession will limit marketers' mobile ambitions. We recommend that most firms start now with a small, safe dose of mobile like mobile-optimized Web sites and mobile search but avoid more expensive, less penetrated options like mobile video.

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