Over the past several months, we’ve seen studies on the reactions that iPad and iPhone users have to mobile marketing initiatives. Often these studies suggest that the iPad is a golden opportunity for marketing professionals. We’ve also seen the ways that companies are shooting themselves in the foot by not taking advantage of the unique capabilities of mobile devices, particularly when it comes to the iPad and other tablets.
So what does it take to develop a successful mobile marketing campaign? It takes a real understanding of the advantages and disadvantages that mobile devices offer, understanding their place in a consumer’s daily life, and recognition that mobile marketing needs to treated as part of a brand strategy.