Conclusion
Mobile marketing is still in its infancy, and marketers should not expect this new platform to change their business dramatically or anytime soon. This is, however, a viable advertising opportunity that has the potential to connect advertisers with a valuable consumer segment and give them the ability to serve users advertisements innovatively and directly.
As we all wait for mobile messaging to actually take off, advertisers should start preparing for the impending mobile mayhem. Once the technology and reporting has been worked out and marketers are armed with their ads, it is going to be a mad dash for users' mobile inboxes. By building a database in the meantime, advertisers can earn a competitive edge over the rest of the field and get the kinks worked out before the medium is adopted by the mainstream.
Andreas Roell is CEO and president of Geary Interactive.
