Another area where b-to-b marketers are experimenting with mobile marketing is in communications around events. Ascend Integrated Media, a custom media and event company, announced this month that it has partnered with app developer Handmark Inc. to use its mobile publishing platform to create apps for events.
“I think events and mobile are a match made in heaven,” Draftfcb's Moorhead said.
ConnectMedia Ventures is a relatively new company that is enabling event producers to build mobile marketing around their events. At a trade show, for instance, ConnectMedia's mobile marketing platform allows sponsored text messages to be sent to attendees updating them on news, reminding them that a keynote speech is about to start or directing them to the cocktail hour venue.
HighMark Funds used ConnectMedia's technology as the mobile sponsor of Asset International's PlanAdvisor National Conference last year. “It sounded like it would be something new and different,” said Heather Sonnenberg, assistant marketing manager for HighMark Funds, adding that the company plans to continue its mobile sponsorship this year.
So far, few business and trade media brands are selling much mobile advertising. Even Forbes' Rogers isn't convinced that mobile advertising revenue will become substantial this year. “Usage is growing faster than ad revenue,” he said.