Mobile marketing: what's working, what's not?

There are some early signs of mobile marketing success and major brands are bullish on the mobile channel. But most agree that the key to successful mobile marketing is to have a targeted campaign that leverages location and context and provides a clear message.

But even if all these elements exist, it's still difficult to determine the success of a campaign. Why? Because there is a mishmash of benchmark and performance measurements that exist but no established way to gauge the success of a campaign. Many companies that say they have the answer and the necessary measurement tools but the ecosystem is confusing.  At CTIA IT & Entertainment expect to hear lots of buzz about mobile marketing performance and measurement tools. In fact one panel "Mobile Marketing & Advertising Metrics: Establishing Meaningful Benchmarks and KPIs" on Sept. 10 at 1 p.m. is dedicated to this topic.

But perhaps the most innovative ideas in mobile marketing will be revealed during the keynote session on Friday when Trip Hawkins, founder and CEO of Digital Chocolate takes the stage and moderates a panel filled with teens between the ages of 13 and 19. So many mobile marketers want to tap this segment but does anyone really know what they want from mobile? Forget the market research and analyst studies and check out this session.

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