Because mobile marketing is growing exponentially and advertisers can no longer afford to ignore this medium as a way to reach customers, new ABI Research practice director Neil Strother has introduced ?Mobile Marketing Strategies.?

The Mobile Marketing Strategies research service is for marketers who recognize the need to leverage the emerging mobile channel as part of their brands' ongoing marketing and advertising efforts.

?I think mobile marketing is a growing practice among marketers, brands and agencies,? Mr. Strother said. ?However they are still relatively new and could use some outside advice from a research perspective.

?Whenever there is a new medium it is a challenge to track and understand it,? he said. ?As a research company we see that mobile marketing is going to flourish and we are well positioned to help brands and marketers looking to get into the space.?

Verticals that provide especially fertile opportunities for mobile marketing include automotive, consumer packaged goods, financial services, restaurants, retail and travel/hospitality, as well as the media and advertising firms that serve them.
 
The new research service will provide trend tracking, case studies, sampling of consumer attitudes and competitive analysis through research reports, market data, ABI Insights and surveys, all backed by direct consultation with Mr. Strother and his team.
 
Mr. Strother?s particular expertise and skill-sets provide exceptional thought leadership in this increasingly important area.

He is a leading expert on how businesses can leverage the emerging mobile channel to drive sales and strengthen customer relationships.

His track record includes key positions at several of the world?s best-known analyst firms. He served as managing editor of ZDNet AnchorDesk, and has been widely quoted in the world?s top business media including Mobile Marketer.
 
?Consumers accessing the mobile Internet, applications and interacting with brands usng their handsets,? Mr. Strother said. ?The consumer is really the driver of mobile marketing.

?Where consumer eyeballs and attention goes, marketers follow,? he said. ?3G smartphones and the better experience are also drivers.

?Mobile Marketing Strategies will provide powerful tools for marketers who understand that consumers are reaching out to brands through mobile phones in powerful new ways, and want to tap into the estimated $4 billion annual turnover that this market will generate by 2014.?