Mobile marketing in Europe

According to a recent Forrester Research report, more than three-quarters of Americans are annoyed just thinking about mobile marketing and only 3 percent say they trust text ads on a mobile phone, reports AdAge.

Ultimately, Forrester advises, marketers should consider the medium and the message: Keep the message abbreviated and be sure to measure the response, even using mobile responses to gauge the effectiveness of broadcast media; and target campaigns to the people most likely to respond - Gen X and Y are the targets most likely reached through mobile marketing.

The report outlines three ways the medium is used: text messaging, such as coupons; banner advertising on mobile browsers; and ad-supported applications and content.

Mobile marketing spending increased from $45 million in 2005 to an estimated $150 million in 2006, and it's expected to grow to nearly $1.3 billion by 2009, according to research firm Ovum.