Mobile Marketing Ready for Takeoff

Major European brands are set to increase their mobile marketing, according to an Airwide Solutions-sponsored study by Vanson Bourne.

More than one-quarter of the 50 companies surveyed had already launched live SMS text-messaging campaigns, and nearly one-fifth had launched live MMS multimedia campaigns.

"Among the most important lessons learned so far is that the way in which a mobile branding campaign works in delivering something of value to the user is just as important as how a mobile campaign looks," said John du Pre Gauntt, senior analyst at eMarketer.

"This lesson is more than just a question of technology," he said. "It is a function of the interactions among all the players who collaborate to deliver any mobile experience."

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