For Interactive Marketing Professionals

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	March 29, 2007 Best Practices: US Mobile Marketing The Best Mobile Campaigns Embrace The Medium by Christine Spivey Overby with Charles S. Golvin, Julie M. Katz, Sarah Glass	Average: 8  (5 ratings)

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Executive Summary

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

• Mobile Marketing Beckons, But Success Will Require A New Mindset
• US Mobile Marketing Demonstrated Best Practices
• Best Practice No. 1: Embrace The Medium
• Best Practice No. 2: Go For Mobile Tie-Ins When Planning Campaigns
• Best Practice No. 3: Adopt A Pragmatic Targeting Approach
• Best Practice No. 4: Keep Campaigns Simple And Compelling
• Forrester Mobile Marketing Next Practice: Immersive Experiences
• Identifying Your Challenges
• Case Studies
• Supplemental Material
• Related Research Documents

This is an excerpt