The very first whitepaper written on the subject, The Case for Proximity Marketing is a must-read for brands and marketers wanting to learn how this channel can deepen their connection with consumers, encourage more loyalty and drive measurable transactions.

The whitepaper explores the benefits that proximity marketing has to offer, including:

 Download the latest edition of the Sybase 365 Viewpoint Newsletter for Q1 of 2012 here. 

Featuring a deep-dive into how the Telecom industry is using mobile advertising. This issue also features insights into how the holiday shopping season impacted the mobile advertising industry. During key shopping days like Black Friday and Cyber Monday, advertisers turned to mCommerce to drive consumers to purchase directly on their mobile devices.

To download the report, click here: http://www.millennialmedia.com/mobile-intelligence/smart-report/

We are all aware that the mobile industry is experiencing a true expansion across the world, and from a Marketing point of view, this opens the door to a world of possibilities. With over 20 million cellphone owners in Canada, there clearly exists a large number of people ready to be reached by mobile advertising. Or is there? When it comes to the potential for mobile display advertising and search there are only 5.2M users in Canada who actively use their Smartphones for browsing and apps (comScore Mobilens, June 2011). This gives us some indication of why mobile advertising is not growing as fast as the mobile industry in general, despite the enormous potential of mobile marketing to connect with consumers on the go, with timely, relevant messaging when the consumer is most likely to act.

With this in mind, Mediative set out to discover as much as possible on mobile advertising – to gather intelligence on the medium, its strengths, weaknesses, opportunities and obstacles, and test the mobile platform as a communication vector for advertising. The full whitepaper covers findings from the following areas in mobile advertising:

Bricks and Mobile

The In-store Opportunity

About This Whitepaper

We set out to discover how the growing penetration of Smartphones influences the way people build brand preference and select, purchase and experience products. The findings form the basis of a new, research-driven white paper entitled, “From Armed to Charmed: Preparing for and profiting from the new mobile-enabled point of sale.” It provides recommendations for marketers and retailers to conduct winning mobile initiatives.

In today’s mobile world, the smartphone has become a modern-day equivalent of the Swiss Army knife. People rely on it for web browsing, email, text messaging, social networking, entertainment, navigation, and so much more. In fact, a recent survey by ExactTarget reveals that 78% of US consumers use their smartphone for texting at least once per day, 66% check email at least once per day, and 50% check Facebook at least once per day.