@ IAB Mobile: Marketing To Smartphones Or Feature Phones?It's Not The Medium, It's The Strategy


	@ IAB Mobile: Marketing To Smartphones Or Feature Phones?It's Not The Medium, It's The Strategy

fuordigital

7-23-2008 11:12 PM

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/7f4aefd8-b001-4ee0-9359-90b71a92cce9/4D1F7580-2124-41E1-A416-ED6F2D7FA901/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.washingtonpost.com/wp-dyn/content/article/2008/07/21/AR2008072101154.html" href="http://www.washingtonpost.com/wp-dyn/content/article/2008/07/21/AR2008072101154.html" style="font-size: 11px;">www.washingtonpost.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.washingtonpost.com/wp-dyn/content/article/2008/07/21/AR2008072101154.html">If only there were more smartphones in use, there would be a lot more dollars going to mobile advertising, a group of panelists readily agreed on a morning panel at the <A target="" href="http://www.iab.net/events_training/mobile/overview">Interactive Advertising Bureau's Mobile Leadership Forum</A> in Manhattan. Click-through rates and pageviews are all higher on smartphones. Although those devices are in the minority, Jeff Arbour, VP, Mobile Integration for <A target="" href="http://www.thehyperfactory.com/Home">The Hyperfactory</A>, points out that smartphone web usage is over-indexed</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.washingtonpost.com/wp-dyn/content/article/2008/07/21/AR2008072101154.html"><B>In defense of WAP</B>: Other panelists concurred, emphasizing that feature phones shouldn't be overlooked. In general, 40 percent of traffic is driven by smartphones.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.washingtonpost.com/wp-dyn/content/article/2008/07/21/AR2008072101154.html"> Half of major marketers told Jupiter that they spend less than $50,000 on a mobile campaign. The big question: how do you get marketers to spend more money on mobile? Eric Bader, managing partner for <A target="" href="http://www.brandinhand.com/">Brand In Hand</A>, said that he "beats up" on under-performing channels like e-mail and aims to show how he can get higher responses.
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