Challenges In Mobile Marketing

The guardian magazine says the challenges in mobile marketing.

Mobile is not TV where you can produce an ad and frequently repeat it until it's hardwired into consumer consciousness.  Success in mobile means producing a variety of content and experiences that fit the Martini principle of any time, any place, anywhere.

This challenge is made more difficult by the scale of the increase many major brands are planning. Coca Cola, for example, wants to spend 20% of its marketing budget on mobile in the next year or so, up from just 5% today. Mondelez has publicly stated that 10% of all budgets should be channelled into mobile. Achieving this is the biggest change that either company has experienced in marketing communications since the advent of commercial TV.