Making the Most of Mobile Marketing

This paper establishes a series of best practices for mobile marketing, paying particular attention to the advantages of an interactive, user-controlled model over a traditional broadcast model. Looking forward, this paper examines how the integration of mobile technology into a connected, social, and localized platform shifts the advertising model from impression-based to expression-based, thereby leveraging the social graphs of users to create a rich and responsive media experience beneficial to brands and consumers alike.