Top 15 industry-expert columns of 2009

By Mickey Alam Khan

December 31, 2009

Masters' voice

Here are the top 15 columns of 2009 that Mobile Marketer published on mobile advertising, marketing, media and commerce.

Worth a second or third read, these works of opinion and analysis from industry experts spell out the issues and opportunities in the mobile ecosystem.

One more thing: the columns are listed chronologically. Just in case …

• How to tailor emails for new mobile platforms
December 29, 2009
By Len Shneyder
Since the launch of the iPhone we have known that not all smartphones are alike: the chasm between cutting edge and old vanguard has become incredibly wide.
Entire article

• Don’t just wrap mobile strategy around iPhone platform
December 17, 2009
By Bill Predmore
Without a plan for the coming months and years, marketers will find themselves investing in the wrong places, generating lower returns and ultimately failing to realize the potential of mobile.
Entire article

• 9 steps for SMS marketing
December 11, 2009
By Gib Bassett
CMOs familiar with SMS as a real-time alternative to talking on a mobile phone may not fully grasp the power of these interactions as part of their broader charter.
Entire article

• 10 reasons why mobile advertising is more effective than Internet advertising
December 1, 2009
By Guy Yaniv
It is with due respect and humility, rather than arrogance, that the mobile industry reacts to the likelihood that mobile advertising is more effective than Internet advertising.
Entire article

• Five Web 2.0 activities that apply to mobile commerce
November 30, 2009
By Linda Bustos
Many retailers will find themselves wondering how to best translate Web 2.0 activities onto a mobile platform. All they have to do is borrow from ecommerce.
Entire article

• How to combat the confusion around mobile marketing’s definition?
November 24, 2009
By Bryce Marshall
Good mobile marketing requires more than grasping the technology – it demands understanding the audience and strategy.
Entire article

• How to make the mobile Web profitable
November 6, 2009
By Dev Bhatia
Pioneers are figuring out how to make the mobile Web profitable for publishers, advertisers and marketers. In this medium, the answer is callstream optimization.
Entire article

• How mobile analytics can increase campaign ROI
November 2, 2009
By Andy Bovingdon
To know where they should invest their mobile dollars, online marketers should turn to mobile analytics tools to get accurate data, personalize offerings and to measure campaign ROI.
Entire article

• Mobile CPM measurement standards are essential
October 2, 2009
By Gary Schwartz
Half-watching a TLC documentary on mathematics (do not ask why), it struck me that 17th-century math and present-day media planning have a lot in common.
Entire article

• Site clinic: Tailoring a mobile commerce site to customer needs
September 29, 2009
By Marci Troutman and Steve Timpson
Strategic operating and resource plans for 2010 have begun and it is worth noting how retailers are going to engage in mobile commerce.
Entire article

• Making mobile the heart of multichannel marketing in next planning cycle
September 26, 2009
By Thom Kennon
I bet you have become as weary as me when usually during the post-Thanksgiving prediction season, we start reading pieces about “This year [coming year] is definitely the Year of Mobile.”
Entire article

• When it comes to mobile marketing think loyalty, not coupons
September 4, 2009
By Jay Highley
News stories tout the revolution of mobile coupons that allow customers to wave phones in front of scanners at retail locations to redeem offers and coupons. Sound too good to be true? It is.
Entire article

• How to budget and time mobile marketing campaigns
August 28, 2009
By Michael Becker
Trying to figure out how to cost out a mobile marketing program and how long it is going to take from start to finish and launch can be a challenge.
Entire article

• World Wide Where? Getting location-based mobile marketing right
July 20, 2009
By Chris Glode
Geolocation significantly enhances the ability of marketers to extract more value from performance-based campaigns, particularly for brands with a strong bricks-and-mortar presence.
Entire article

• Where's the organizational roadmap for mobile marketing?
March 19, 2009
By Josh Herman
Who gets to own mobile within an organization? Especially in a company stretched thin? The CMO doesn't want another siloed Tower of Babel called mobile marketing.
Entire article