Laura Marriott

In the United States, while brick-and-mortar stores saw last week's Black Friday as their biggest shopping day of the year, online holiday sales are predicted to grow by 12 percent this year, and e-commerce professionals are promoting new techniques to drive sales on mobile devices. In fact, Deloitte predicts that shoppers' smartphone activity, including research, coupon use and purchases, could account for $36 billion in holiday sales this year.

In this age of social media and digital gatherings, the irony is that associations are in the fight of their lives to gain sufficient member funding to support advocacy and education efforts. The Mobile Marketing Association faces that dilemma and needs members to stand up and be counted. After a successful Mobile Marketing Forum last week in Beverly Hills, CA, members and delegates will gather that mobile marketing is gaining more respectability among corners that count. The show attracted more than 425 delegates, a major

With cell phones more commonplace than computers and mobile devices—such as PDAs and smart phones—catching on quickly, it’s no wonder mobile marketing looks attractive to direct marketers. According to the Cellular & Telecommunications Internet Association, there are 203 million wireless subscribers in the United States, with 70 percent or higher penetration in most major metropolitan areas. On the demographics end, this market trends younger, with most wireless subscribers between the ages of 13 and 34, cites mobile market research firm M:Metrics Inc. But the 35 to 44 age group continues to expand its use of these devices year over year. “What we are seeing

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