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Mobile marketers react to economic slowdown: Part VII

This is the seventh part of a series that looks into how mobile marketers and their clients are reacting to the economic slowdown. For some the next year looks bleak and for others, the economy may be an opportunity for the industry.

Mobile Marketer's reporters got in touch with the various companies that make up the mobile ecosystem and asked them one question: How are you and your clients reacting to the ongoing economic slowdown? Here is what some respondents had to say.

Erin Wilson, director of mobile advertising at WeatherBug, New York
I was sitting with my boss the other, poring over 2009 plans and numbers, and realized that I was honestly excited to get out on the street in 2009. Not that salesperson excitement when you know you are about to close a big deal, but that life excitement when you know you have a great opportunity that will create a lot of big deals.

Even I was wondering, how could someone be looking forward to what this economy has in store? There are a few reasons, and if we all work together, I think 2009 could make us -- media, advertisers, agencies -- all of us, proud that we have weathered this storm.

Working for a weather property, I have met with brands that run the gamut as we touch all verticals. Overall, I have seen that brands and agencies have their heads on straight.

Of course, there were quite a few budgets cut drastically in Q4, but I believe a pause like that enables advertisers to prepare methodically for 2009. I am pleased to report that most of the advertisers I have met with are not doing a lot of rash budget slashing, rather they are making strategic budget shifts.

CTIA was an excellent example of the strategic budget shifts to mobile in 2009. In past years, a potential partner would come by your booth, or stop you in an aisle and try to fit their round product into the square hole they are trying to fill. That rarely happened this year.

This year, the media side of CTIA was a machine. Deals were getting done and partnerships were made on the trade show floor. I went home with IOs and term sheets instead of a bunch of research or dead partnership leads.

When people came by the booth this year and I heard them asking to speak with Erin Wilson or the advertising person, I didn't hide behind the fake plant but jumped over to say Hello!

How does this strategic shift of dollars benefit advertisers in 2009? Mobile has it together and now we have something to prove. We are the new kids and we want to be the best.

I am in a very lucky position working for a company where the CEO declared on a company-wide call a few weeks ago that we are "actively investing in mobile due to its growth potential." Many mobile companies have a single product line and are facing the worst economic conditions that most have seen in our stereotypically young lives.

Meaning, not only do we, the mobile industry, have something to prove to those brands and agencies that buy our products, but we have something to prove to those that have invested in us, VCs, holding companies, and our bosses and CEOs.

I think advertisers can expect a level of service from the mobile industry that will be unparalleled, and this is just the beginning of something great. The mobile industry needs to keep brands and advertisers satisfied with our product offerings now more than ever. So just ask and you will receive.

WeatherBug, as with many companies with a mobile component, has spent the last year making strategic decisions to create products that are top notch for our advertisers and are committed to continuing that level of service through 2009.

Advertisers and consumers understand that mobile is one of the most highly effective forms of media out there and offers a personal presence, the chance to try something new and unique creative opportunities. Most importantly, mobile drives what we all need in this economy: conversions, completions, acquisitions and sales.

Jeff Malmad, senior partner at Beyond Interaction
I see mobile and online investments increasing in 2009.

Money will be taken out of traditional media and moved into digital/CRM.

Mobile budgets will grow, moving more funding from online into mobile.

David Kohl, U.S. head of sales for Nokia Interactive Advertising
In this tough economic environment, mobile has become an opportunity to tap into ROI and accountability -- an opportunity to build, share and deliver results for branded advertisers.

Accountability is the No. 1 word in business today. Branded advertisers are focusing on the need to deliver measurable ROI, accountability of corporate procurement agents to deliver maximum cost efficiencies and accountability to deliver media goals.

Agencies and clients have indicated that there will be a strong shift to digital and mobile in 2009 to satisfy these metrics for success.

Mobile Marketer's Giselle Abramovich, Dan Butcher and Mickey Alam Khan did the reporting for the "Mobile marketers react to the economy" series.

If you are interested in providing your thoughts on the economic slowdown, email .