 |
Conclusion | ||||||||||
| Mobile Internet Home |
Mobile advertising will be part of a mobile marketing mix and will utilize new techniques and approaches. The mobile will fit in with other media as part of a multi-channel approach. Mobile advertising will leverage its key advantages and work within its limitations. Mobile advertising will not be intrusive, because it will be understood and accepted by consumers, and will provide information, content and money-saving options. Asian consumers and advertisers have been the quickest to see the opportunities in wireless advertising. Europe has the advantage over the US in mobile subscribers, but US corporations are starting to show more commitment and innovation in the mobile advertising arena. It will take two to three years before mobile advertising becomes significant, but corporations need to be experimenting now to understand how best to ensure mobile is an essential element of their marketing mix.
|