February 18, 2008
February 2008 Mobile Monday - Mobile Advertising
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Joe Herzog, Victor Melfi, and Chetan Sharma will be discussing research from their upcoming book Mobile Advertising: Supercharge your brand in the exploding wireless market (John Wiley). There's plenty of buzz surrounding mobile advertising. The next step is transforming that buzz into real business. Despite the excitement about mobile advertising, there are significant obstacles to overcome before the medium can become truly meaningful. The authors will get into the intricacies of the mobile advertising industry and discuss the following topics: |
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- Development and history of mobile advertising
- Effects of the Internet and consumer control
- Metrics and measurements for advertising success
- Complexities, structural deficiencies, and barriers
- Business models for successful implementation
- Case studies covering current practice around the world
- Technology problems and practical solutions
- The consumer experience and the future of mobile advertising
