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Article: Specialists must prove their worth: can mobile marketing specialists survive alone, or will traditional ad agencies swallow them up? (Wireless).
- Article from:
- New Media Age
- Article date:
- January 30, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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As pioneers of a new industry the mobile marketing specialists have no time to rest on their laurels. The new marketing tool they have created is starting to attract interest from all sides, not least from the traditional interactive agency world. These agencies often work across multiple digital marketing channels, from the Web to iTV. Many are starting to decide that mobile is just another channel, one they can and should add to the package they offer clients, side-stepping the mobile marketers.
This argument has rumbled on for a while, not least in these pages. But 2003 could be a pivotal year for the mobile marketing sector and it has begun with plays from ...