The evolution of mobile technologies has changed the game for today’s advertisers. Indeed, studies have shown that 94% of consumers aged between 18 and 29 years old have a phone fitted with a camera, the mobile usage is expected to grow by 60% by 2011, and Internet access through mobile devices has increased by 34% between July 2008 and July 2009. However, until recently, marketers were unable to engage their audience through this medium.
The latest technological advancement has given advertisers opportunities to develop new communication experiences. Mobile devices have now the ability to display 3D content; cameras have become a new type of input interface, replacing mice and keyboards; and smart phones can access high speed Internet networks.
On the other hand, the Interned has evolved from a one way communication channel, pushing information to the users, to an interactive platform, enabling users to create content and to form online communities based on specific areas of interest.
The evolution of these technologies is fostering a convergence of the real and virtual worlds unlike anything we have seen in history. The challenge for marketers is then to catch the maximum value that can be delivered by these tools.








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