Columns
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How to size your mobile media buy
May 13, 2008
In this two-part series about media buying for the mobile Web, I’m covering questions like What can I buy? How is it priced? How can I size my buy? Last month I answered the first two questions.
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The need for consistent measurement of mobile campaigns
May 2, 2008
By Ray Anderson
Everyone has been talking mobile marketing and advertising for some time. We’ve heard about a number of campaigns, but have they been successful?
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Quality counts in mobile
May 1, 2008
More than 32 million subscribers go online from their phone monthly. Consumers are looking for information that is not only fast and relevant, but also technically reliable and easy to navigate.
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Avoiding the novelty trap and breaking into mainstream
April 22, 2008
It’s hard to see what lasting impact David Beckham’s move to the U.S. will have on a country that’s not obsessed with his kind of football. In many ways, you could say the same about mobile marketing.
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Key tips on buying media for mobile advertising
April 18, 2008
This month I begin a two-part series covering the media buying fundamentals of mobile advertising. After I cover media buying, I will shift my focus to the creative fundamentals of mobile advertising.
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Being socially mobile: What you can learn from social networks
April 15, 2008
Social networks have mastered the art of engagement with enviable stats. Mobile? You’d think these fat cats would be resting on their laurels, but they’re not.
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Mobile marketing already has audience and platform
April 10, 2008
Let’s face it: there are some marketing professionals and executives at big-brand companies who are currently skeptical about mobile marketing.
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Texting and the presidential elections
April 7, 2008
Mobile marketing is tailor-made for political campaigns, giving them the ability to put a compelling message in each individual’s hand.
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On CTIA, saying no to mobile apps and other trends
March 20, 2008
By Ray Anderson
With the CTIA show around the corner, buzz about the mobile Web, the fate of Google Android, the adoption of the iPhone and advances in mobile analytics is escalating.
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Implementing text promotions for quick service restaurants
March 17, 2008
Market researcher Gartner recently confirmed that one in five U.S. consumers are open to receiving promotions on their phones. For us in the mobile industry, this is not surprising news.
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Tip for big brands in mobile: Extend existing campaigns
March 14, 2008
The latest numbers from Nielsen Mobile paint a picture of the mobile Web that reveals it is not just the tech-savvy few that can be reached through mobile.
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Branding critical for mobile operators
March 7, 2008
By Jay Seaton
Mobile operators face exciting opportunities to increase market share by offering infrastructure solutions that allow advertisers to deliver targeted messages to mobile subscribers.
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Mobile marketers must be proactive vis-a-vis regulation
March 4, 2008
By David Graff
The last few months have witnessed an extraordinary amount of regulatory activity in the mobile marketing industry. Numerous mobile content marketers are under active investigation.
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Carrier price war – a race to the bottom?
February 25, 2008
Does it make sense to initiate a pricing war in a wireless carrier industry that’s commoditized, has little brand differentiation in service offerings and may be reduced to pipe status?
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Mobile and the network of me
February 15, 2008
The mobile phone is the most personal medium ever invented. No one but no one leaves home without it.
