Editorials

Most dialogue within marketers and retailers focuses on how to tap new technology and marketing to hang on to consumer relationships. What they should be discussing is the sea-change in consumer behavior expected in the next three to five years.

The past couple of years have been dominated by one-upmanship within the mobile advertising and marketing ecosystem. It seems the only way one mobile channel can succeed is by demeaning another. This must stop.

YourVersion is aiming to make holiday buying decisions easier for tech-savvy shoppers via a mobile application that lets them view the latest products, news and reviews.

If retailers don’t watch their back, Amazon is on its way to becoming synonymous with mobile commerce.

With the economy on the mend – gullible enough to believe the data – it’s time for luxury brands to get out of hibernation and seriously launch mobile marketing and commerce efforts.

Applications will get special attention this week at the International CTIA Wireless 2010 conference in Las Vegas. But aside from the lavish praise on this mobile channel, it is time to call for some critical scrutiny.

One of the biggest grumbles about buying through mobile devices is the checkout process. For multichannel retailers, the solution is close to home.

As retailers settle into their routine this year, one thing must change from 2009: mobile must no longer suffer benign neglect. At risk are dashed consumer expectations for consistent experience across store, catalog, online and mobile.

Verizon Wireless’ blocking and reactivation of 4Info’s flagship short code and AT&T’s unhappiness about data consumption from a tiny slice of its customer base are cause for a chill in mobile marketing.

Two years ago, Mobile Marketer was launched to offer news, analysis and opinion on mobile advertising, marketing, media and commerce. Today, Mobile Commerce Daily officially launches.