• by October 31, 2005

This month we got to thinking about mobile marketing, or using wireless phones, Blackberries, Treos, and even iPods (the popular device now comes with the ability to play video content, so who knows what's in store), to relay advertising and promotions. But what exactly is mobile marketing? We think word of mouth may just be the most organic form of mobile marketing out there -- merely telling your friends and family members what you think about a movie, a Web site, or a car. But we digress.

In this month's issue, Steve Smith explores the prospects for mobile marketing via wireless devices since there are, after all, nearly 200 million subscribers to wireless services in the U.S. and that number is growing. Marketers and content providers, of course, are chomping at the bit to deliver location-based advertising and content to consumers. But what are the obstacles to advertising on wireless devices? How will marketers use the highly personal "third screen" real estate without angering consumers? We take a look at the road rules for mobile marketing.

In our E-mail Focus, Lynn Russo examines the standards for e-mail delivery and what marketers and agencies need to know to use the medium effectively. The new standards depend on companies maintaining ethical e-mail practices, such as clean lists and opt-in/opt-out policies.

And with the holiday season looming, there is evidence that consumer confidence in online retailing is growing. Some analysts have projected that holiday 2005 could rake in as much as $15 billion in online sales during the period between Thanksgiving and Christmas. And speaking of online gifts, the campaign for "Perfect Dark: Zero," the new game for Microsoft's Xbox 360, is the subject of this month's Cross-Media Case Study. It's a great example of creating viral buzz using Web video, e-mail, and mobile marketing.