via: Digital Beat
Marketers have dabbled in mobile marketing for nearly 10 years now. Early experiments included “text and win” type of competitions, location-based coupons and outbound SMS campaigns, but at best, the results were variable and at worst, unimpressive.
Then, about three years ago, almost unnoticed, consumers started to access the web on their mobile phones in significant numbers. Today, consumers visit billions of mobile web pages every month in the US and throughout the world. This opened up an opportunity for a new phase of mobile advertising, as banner campaigns were possible and soon everyone from mobile content owners to big brands, including Ford, Jaguar, EA, Coca-Cola, BBC and Adidas, were getting impressive results and returning with more campaigns and more dollars.
While this has been happening, many of the traditional barriers to entry have fallen, making mobile advertising easier to implement than ever before. One such barrier cited by new advertisers in mobile, including even those experienced in buying digital media, is that they find it difficult to work out how to effectively plan and buy a mobile web campaign. In practice, the basics are pretty simple, once you understand the principles and the value chain. read full article here
