When a new platform emerges it's critical that marketers research its use and understand the needs of its audience. Although mobile phone use has been part of our routine for decade longer than the web, mobile advertising and commerce are just starting out.
In this research keynote Liz Nelson shares the findings of this pioneering study into mobile phones and the attitudes of their users to commerce and advertising. What emerges includes an acceptance of advertising and a positive attitude providing it is relevant. It explains the role of special offers and the impact of geographically targeted communication.
