Mobile Marketing: 'App-y New Year? Hardly

As the first ever (yawn) "year of mobile" draws to a close, I'd like to ask those of us in media and marketing to put down our smartphones and take a breather from the hype that threatens to deflate a nascent industry like a chocolate souffl? taken out of the oven too soon. I have attended and spoken at more mobile events than I care to think about during 2010, conducted dozens of interviews with mobile leaders on behalf of Ad Age and I am now engrossed in reviewing dozens of top campaigns submitted for a prestigious global mobile marketing awards program. Here's what I think we in the U.S. need to understand in order to move forward: OK, I'll admit that I don't actually have to do a lot of this stuff and I do get the luxury of writing about it and simply talking to so many people about their efforts. Let me say bravo to all the people who worked crazy hours this past year to make mobile happen for such a broad range of companies and bring products to market that delighted such a broad range of people. A very 'appy new year and many mobile rewards to all. You put mobile on the radar in 2010, now let's make it better. Kathryn Koegel has written a pair of Ad Age White Papers, Building Brands Online and What You Need to Know About Mobile Marketing. In 2011 she is authoring an Ad Age quarterly series on mobile marketing. Look for the first one, which focuses on location-based marketing, in mid-February.

Mobile Marketing: 'App-y New Year? Hardly

Featured Stories