Marketers are beginning to discover the possibilities of mobile marketing, but much remains unknown about this new medium. In most large metropolitan areas, wireless penetration exceeds 70 percent and
wireless devices--cell phones, BlackBerries, et al--have become ubiquitous communications tools. It's just too large a universe for marketers to ignore, and it's going to get even bigger. For the
non-mobile-savvy, however, the complexity of the industry appears daunting. Faced with puzzling abbreviations like "SMS," "PSMS," "WAP," and "MMS," and terms such as "mobile video" and "mobile
advertising," how does a brand begin to launch a mobile marketing campaign? This article helps clear up the mystery, with a glossary of common terms and a clear explanation of what any marketer
interested in mobile marketing needs to know to get started.
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