Submissions welcome for next edition of Mobile Marketer's Classic Guide to Mobile Advertising

By Mickey Alam Khan

April 17, 2009

Classic Guide to Mobile Advertising

Mobile Marketer is welcoming editorial submissions for Mobile Marketer's Classic Guide to Mobile Advertising, a must-read handbook of tips, best practice, case studies and research from our reporters and industry leaders.

The second edition comes a year after the first Mobile Marketer's Classic Guide to Mobile Advertising. At launch, that guide turned into a sought-after resource for strategic and tactical insight into mobile advertising.

Mobile represents the next frontier for marketing. Newer phones, better technology, affordable rate plans, open minds and flexible budgets have created the ideal potter's clay for what is destined to become the most targeted of all marketing.

Add to that mobile's potential to drive traffic to channels such as retail or Web or support entertainment outlets including television. Sooner or later, publishers will want to monetize this content through advertising and -- good luck -- subscription.

But mobile comes with its own idiosyncrasies, hardware and software requirements and consumer issues. While it is part of the larger interactive world, mobile marketing requires an understanding that takes time to master.

That said, there is only one way for mobile marketing to go: up.

This guide comes a few months after Mobile Marketer published its much-circulated Mobile Outlook 2009 guide. Like the Outlook, this mobile advertising guide will not only target executives working at ad agencies, advertisers, service providers, wireless carriers and publishers -- all players with a vested interest in mobile -- but also those looking to test the waters and make the crossing.

Distributed in PDF format to the entire Mobile Marketer audience, the mobile advertising guide will comprise articles on the basic principles of mobile advertising, how to craft a campaign, legal and privacy issues, availability of inventory, handset limitations, on-deck and off-deck efforts, the limited life of cookies on mobile, monitoring and measuring campaigns and CPM issues.

The guide will also focus on the types of mobile advertising, such as banners, rich media, SMS and MMS messaging, in-application and video as well as the appropriate calls to action, targeting and expectations.

Equally important, the guide will include case studies of campaigns that worked, legal guidelines, best-practice tips and research to prove that mobile advertising is not all talk and bluster.

Another area of focus is mobile advertising's integration with channels such as retail and television to drive traffic there. And let's not forget how to work with the key players in mobile marketing: ad agencies, publishers, ad networks and carriers.

This guide serves a need. While there is plenty of interest and curiosity in mobile, the current concerns and confusion bring back memories of the Internet in its early days. It needs experts and veterans to explain the underpinnings of an industry that will soon rival computer-based online marketing in its reach and effectiveness.

Mobile marketers interested in submitting articles should please contact this writer at with a two-paragraph blurb on the proposed piece. The email's subject header should mention "Mobile Advertising Guide."

Each article is expected to be bold, crisp, jargon-free and entirely devoid of self-promotion. Short paragraphs are preferred. The article should run no longer than 600 words. The author's name, title, company, city, state and email address must be listed at the bottom of the article.

Also required are a high-resolution jpeg headshot of the author and a couple of pieces of attractive art to illustrate the point of the article.

Once approved, the article should be turned in as a Word-document attachment within a couple of weeks. The article and image attachments should be submitted in a single email.

Please submit ideas by Friday, May 22. The guide will most likely be released in June.