An agency perspective on mobile marketing

According to the executive director of the Mobile Marketing Association (MMA), Laura Marriott, there are three main inhibitors to brands engaging the mobile channel for marketing at the agency level:

• Where does mobile fit in an agency, in offline or digital? In many cases, agencies establish mobile-specific divisions or practices to get around this issue. We've reported on this trend before.
• There's a lack of hard data on what works and what doesn't. Agency statistics vary widely, depending on campaign type, cross media integration, etc. "Greater transparency is required to see broad scale adoption."
• Mobile is abstract--and changes the model for consumer interaction. Traditionally, the advertising industry has been geared toward interruption or campaign-based advertising. However, with mobile, we're moving away from a push model toward a pull model and consumers are now in complete control of their interaction with the brand. "This is outside many advertisers' comfort zone."

For more one the MMA's take on mobile marketing inhibitors:
- read this article from ClickZ