Mobile marketing is still a largely untapped advertising field, simply because of the rapid rise of mobile devices in the past five years. Major companies like Google and Microsoft have already begun their forays into mobile marketing in order to capitalize on the open market.
However, such attempts have been largely pedestrian, with Google using techniques, models and aesthetics similar to their online advertising program, and Microsoft utilizing a more direct-marketing approach to connect businesses with customers through their proprietary mobile platform, “Toast.” The iAd is by far the most innovative mobile marketing strategy, and only time will tell if it pans out for Apple.
The ever increasing amount of users accessing websites via their phone and mobile devices has meant that websites have adapted to suit these needs.