• June 28, 2011

The Mobile Marketing Association has released a new white paper meant to provide brands, agencies and other marketing professionals with a hands-on guide for creating and monetizing campaigns featuring mobile apps and sites.

Titled "Getting Started - A Brand Marketer's Guide to the Mobile Web and Mobile Apps: Not an Either/or Proposition," the paper covers topics including tips for building consumer awareness of apps and mobile sites, analytic tools for measuring a campaign's impact and reach, and paid and ad-supported business models.

The guide was written by Katheryn Koegel, who has held management positions at Phase2Media and DoubleClick and is now an executive at digital consulting firm Primary Impact. --Mark Walsh