For Interactive Marketing Professionals

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	May 21, 2007 Vendors Ease Mobile Marketing's Growing Pains At CTIA 2007, The Wireless Industry Commits To Mobile Marketing by Christine Spivey Overby with Charles S. Golvin, Katheryn A. Feffer	Average: 8  (1 rating)

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Executive Summary

The audience for mobile campaigns now tops 37 million, but interactive marketers are still more likely to experiment with PC-based emerging channels — many of which have smaller reach. What's holding marketers back? A host of perceived and real challenges faced when working in the medium. Fortunately, at the 2007 CTIA Wireless show, key stakeholders in the mobile ecosystem announced solutions to tackle audience fragmentation and platform complexity. Interactive marketers will benefit from these solutions, but in this early market, it's still critical to verify audience reach and vendor fluency across the mobile mechanisms.

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