Posted by Peter Kim on April 11, 2008
Confused about mobile marketing? Don't be. If you're an interactive marketer, you probably already know more about the channel than you think.
Forrester clients can learn more in a piece of research we published yesterday. Here's the executive summary:
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.
P.S. If you have a moment, I'd welcome your feedback via our Forrester Marketing Blog Feedback Survey.