Up close and personal

Doonar, Joanna
March 2005
Brand Strategy;Mar2005, Issue 190, p24
Trade Publication
The article studies to the rise in mobile marketing and investigates the perceived barriers and its place alongside other communications. Matthew Griffiths, head of marketing at fashion brand FCUK is a convert to mobile marketing. Although it's taken some time for the medium to feature in marketer's budgets, Griffiths is one of many turning to the "third screen," which is in most of their audience's pockets most of the time. Michelle De Lussanet, principal analyst, European mobile telecom at Forrester Research, said that mobile marketing is not new but companies have caught onto the idea; some are allocating serious budgets to mobile marketing of around 3-5%. INSETS: KEY LEARNINGS;Mobile opportunities for companies.


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