What a week for personal press! I was interviewed by both MediaPost and Forrester Research a few months ago about the mobile advertising work I've been doing for ZAGAT TO GO (marketing a mobile product in the mobile medium makes sense, right?) and they were both published this week.
Forrester's publication is actually a 2-page case study entitled "Zagat Tests The Right Mobile Advertising Options" by Christine Spivey Overby and costs $279 to purchase a la carte. This case study is one of three being published with "Best Practices: US Mobile Marketing," the second document in their "The Rise of US Mobile Marketing" series. Here's the executive summary of our case study:
Zagat Survey needed to reach mobile power users — a relatively small group — to market ZAGAT TO GO, a mobile product featuring its restaurant and nightspot reviews. To do so, it explored several mobile marketing mechanisms to home in on the ideal mobile marketing campaign. Why? Mobile marketing is still relatively uncharted waters, and Zagat sought to develop a knowledge base of each type.
Ironically I was also interviewed by Gartner today on the same subject. To me it's a sign 2007 will be a huge year for mobile advertising.