Mobile devices are reportedly part of a spending injection that is to see alternative media marketing boosted by 20 per cent this year.
According to MediaPost, new figures from PQ Media Research indicate that $88 billion is to be invested in alternative media in 2008.
The company defines alternative media strategies as those based either entirely on the web or involving new approaches to conventional media platforms.
And the 2008 growth witnessed by mobile devices, social networks and digital out-of-home networks is predicted to be sustained up to 2012, by which time $161 billion will have been pumped into the sector.
Patrick Quinn, president and chief executive officer of the company, told the news provider that companies pursuing such routes should be aware of the specific customer service challenges they are associated with.
"A key challenge is riding that line between effective advertising and marketing without annoying consumers to the point where they're completely turned off," he said.
Meanwhile, a recent report by Krillion and the e-tailing group predicted the web is to play an increasingly prominent role in all kinds of retail.
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