Ad Age: Why ‘08 Isn’t Mobile’s Year — Again.
I wrote a post a few days about eMarketers Mobile Marketing Report and my distaste for the way some large mobile advertisers are maintaining the status quo. Ad Age listed 5 reasons why ‘08 isn’t mobiles year and surprising to me #4 seems to affirm my beliefs.
From Ad Age …
CHALLENGE NO. 4: THE MISNOMER OF MOBILE AS AD MEDIUM
Too often people treat mobile as just another medium into which marketers should shoehorn existing ad models. This is being questioned online and should also be questioned in mobile.
THE FIX: Marketers need to realize mobile is not a medium that works best alone; it’s more effective as part of a larger media buy that integrates with TV, online or print. “Mobile marketing should make your other media work harder,” said Eric Bader, partner at Brand in Hand. He said the first thing he asks marketers when he goes in to talk about mobile is how other media channels are performing and suggests tying in mobile to help boost performance. Some marketers, such as airlines, with their improved mobile sites, are making it part of customer relationship management.
Source: http://adage.com/article?article_id=125977