If you make media buying intuitive and easy, the advertisers will come. And not just the mom and pop retailers, but nearly every major marketer is now involved in some form of search marketing, if only to protect its own flanks from aggressive competitors. So, how does this translate to mobile advertising? There is still a nagging feeling out there that mobile advertising is hard to do. That it will require yet another agency specialist like search does or a fully mature mobile site, but it doesn't.

There are twice as many more mobile subscribers than there are Internet users. Data usage is doubling every year.

Simply put, the mobile phone has become an indispensable device giving marketers access to target audiences 24x7. It doesn't take an economist to project that marketers cannot afford to ignore this channel for long.

Mobile advertising campaigns have gone far beyond the voting campaigns we're all familiar with from American Idol. Ads delivered to mobile devices can have direct response mechanisms such as calling a 1-800 number or entering a telephone number or email to receive more information, or drive traffic to an existing mobile site.

 
The most important thing for today's advertisers and marketers to realize is the fact that with all the media options available in front of time, they SHOULD locate the media that has the most efficient ROI for their promo campaigns.

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