US Mobile Marketing: Easier Done Than Said

Confused about mobile marketing?  Don't be.  If you're an interactive marketer, you probably already know more about the channel than you think.

Forrester clients can learn more in a piece of research we published yesterday.  Here's the executive summary:

Eighty-three percent of marketers believe that mobile marketing will grow in effectiveness over the next three years. But although US marketers see the channel's growth potential, a technical acronym soup and low levels of current adoption among many mobile marketing formats await early entrants. So to test the new medium while managing these early risks, US marketers should apply lessons learned from other digital channels to launch effective mobile campaigns. Also key to success: targeting the small but influential base of consumers who have already experienced mobile ads.

So let's move from talking to doing already!

P.S. If you have a moment, I'd welcome your feedback via the Forrester Blog Feedback Survey.