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Dear Reader,

Mobile marketing offers an array of options to create an interaction with any target audience,
besides being more effective than any other channel. Especially the variety of targeting criteria
and ad formats provide room for innovative approaches to achieve measurable success.

The adoption of advanced mobile devices and faster network speeds is clearly driving the
surge in mobile data usage, not to mention that smartphones have already become the most
common devices to access the Internet.

Hence, it is only logical that mobile payment has increased as well. Google, Facebook, or
Twitter all offer so-called buy-buttons to mobile users already, allowing for products to be or-
dered directly.

In fact, it has never been easier to shop with a mobile device, since technology has evolved
tremendously, making mobile marketing just more attractive.

Get technology news and research results on "all things mobile" this month and stay informed
on hot topics like mobile ad blocking or geo-targeting.

Happy reading!

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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2 Asian eMarketing October 2015: Mobile Marketing