For Interactive Marketing Professionals

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	May 4, 2009 Does Mobile Marketing Matter Yet? by Christine Spivey Overby with Shar VanBoskirk, Zach Hofer-Shall, Neil Strother, Emily Bowen

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Executive Summary

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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