Starting from the supposition that—in percentage terms—wireless advertising is at roughly the same level relative to interactive advertising that online advertising was in relation to traditional ad spending in the mid-to-late 1990s, each scenario begins from a plausible "what-if" position and builds to a fever pitch in 2005-2006, when many firms will throw money at this new channel, much as they did in the early days of the Internet.
Obviously, some campaigns will succeed, others will miss. For this reason, eMarketer predicts a short period of disenchantment with wireless around 2007. Although spending will continue to climb, growth rates will dip briefly before resuming upward momentum as the medium grows to maturity toward the end of the decade.
Find out what steps you should take—and avoid—between now and then. After all, millions of marketing dollars are in the balance
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