Newton, MA
iMedia Connection.com
October 18, 2007
Mobile offers marketers an opportunity to access audiences anywhere, anytime. But the marketing message has to be worthy of this potential invasion of personal space.
When an emerging marketing medium surfaces, the early adopters scramble to test their creative talents and marketing acumen on the new stage. They then make the call as to whether budget should be permanently invested there. If the answer is, "No," one can simply move on, but the "uh-oh" moment comes when the new medium looks like it might actually have some staying power. New mobile applications are a good example. Today, many marketers are left scrambling to figure out how this popular technology can play a role in their marketing mix, without getting them stuck in the hype cycle or making them lose sight of other channels.
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