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Article in International Journal of Mobile Marketing June 23, 2008

Posted by chetan in : Mobile Advertising, Mobile Applications, Mobile Content, Mobile Ecosystem, Mobile Entertainment , trackback

IJMM or International Journal of Mobile Marketing is the only major on Mobile Advertising and Marketing. We (co-authors of the Mobile Advertising book) submitted part of one of our chapters as an article for the Jun 08 issue and it got accepted. We choose the piece on “A Five Point Measurement Framework for Mobile Advertising.” For those of you who have read the book or attended one of our presentations on the book tour this year will know our emphasis on Reach, Engagement, Targeting, Viral, and Transactions as the fundamental metrics for thinking about Mobile Advertising. Many companies have adopted the framework in the products and campaign design.

Thanks to Michael Hanley and Michael Becker for putting together the issue and for inviting us to contribute. The press release on the issue is here.

More info on IJMM here.

Featured articles include:

Featured articles include:

Another piece on measurement from our book that was published by the Milestone Group.

Comments»

1. Nakul Mehra - June 25, 2008

Mobile Marketing is a true genius method of reaching out to an individual or a prospective buyer but the catch here is quite dangerous too. The degree of invasiveness of this method of marketing is so high that a brand/company can get over-exposure to the public. For instance, email marketing is slightly on a lower key-note since a recipient has the option to read the subject and decide whether he/she wants to read the email or delete it; While in mobile marketing, the most common channel used is SMS - one HAS to read the SMS even if he/she knows who sent it or not and does not intend to buy anything after reading the SMS. The term over-exposure here is relative to wha the brand managers are targetting? Sales? Marketing? or Branding? Although you cannot generate negative sales but definitely quite a lot of negative Branding can take place and truly hamper a brand’s image of past times.
Conclsuively, companies should work with Opt-In lists, 3rd Party Legal databases and be elaborate while inviting users to sign up for their campaign or interest based databases -so that their target audience knows exactly what they are getting into.