Mobile marketing is now being given its own budget line at consumer brand companies such as Procter & Gamble and Microsoft, pushing so-called "third-screen media" into the marketing mainstream.
Jay Emmit, president of the Americas, mBlox, told attendees at the 2006 Mobile Marketing Forum that the development should be viewed as "a significant shift in the advertising world -- [mobile marketing is] now mainstream; it's out of trial mode."
While use of mobile marketing is growing, there are a number of challenges facing the burgeoning medium. One of the most pressing is measurement.
"I want data," Eric Bader, senior VP-digital at MediaVest, told Ad Age. Mr. Bader said, there is "not a lot of 'M' in the CPM," meaning it is difficult to assess the value of buys on a cost per impression basis.
Others say the current carrier system limits media purchases because buys cannot be made across service providers. Deals with carriers need to be negotiated separately instead of being bought in blocks.
Kim Olson, marketing director, Sprint Mobile Media Network, said marketers could improve results by finding something more compelling to put on a cell phone screen than just a company or brand logo.
Research shows that companies that have found success online are those most likely to utilize mobile marketing. According to JupiterResearch, 22 percent of online advertisers are also making use of mobile marketing. The study predicted mobile ad spending will grow from the $1.4 billion this year to $2.9 billion in 2011.
Discussion Questions: Is mobile marketing going mainstream as suggested in the Ad Age article? What are the keys to being successful in mobile marketing campaigns?