Editor’s note: After a record year for mobile marketing spend and success (and a holiday shopping season that saw a spike in mobile commerce), analyst firms report mobile has finally arrived as a legitimate marketing medium. Forrester Research is particularly bullish and predicts marketers and retailers will start investing significantly in cohesive mobile marketing and commerce strategies. What is the current state of mobile commerce readiness among major brands? The growth of mobile online shopping in the U.S. Mobile ready. by end-2011. MORE >>

Shift happens… New data from independent mobile ad and data platform company Millennial Media reveals a continued shift among consumers to tablets and other connected devices like MP3 players and e-readers. Indeed, these ‘non-phone’ mobile devices show impressive hockey stick growth, generating 20 percent of all ad impressions across the Millennial Media mobile advertising platform during the first quarter of 2012. It’s a shift marketers must factor into their mobile advertising strategies. of mobile video. Tablet explosion. Who rules? MORE >>

Tweet A recent report has revealed that the majority of premium brands are failing to keep up-to-date with the opportunities presented by mobile marketing. The latest L2 Prestige Mobile IQ report suggests that use of effective mobile marketing practices is currently surprisingly low amongst top brands. The report looked at mobile applications, mobile sites, mobile marketing (including SMS) and overall innovation and integration, ranking brands included in the study on their Mobile IQ score. Failures in M-commerce. What’s next? Tweet This! MORE >>

The fit between mobile and retail is obvious. One of the most active brands in mobile, Macy’s knows that the best shopping experiences (and most effective mobile strategies) must delight ALL their customers. In fact, Macy’s is giving customers in more than 800 locations access to what it calls a “Backstage Pass&# direct on their mobile phones (or connected technology of their choice). Interestingly, mobile subscribers who don’t have a QR code reader application already installed are not left out. The problem: mobile can mean many things. MORE >>

#FF amplifies the voices that matter most, and profiles Millennial Media , an independent mobile advertising and data company, that has consistently provided the industry with mobile intelligence and actionable insights. How have mobile advertising campaigns, objectives and spending evolved since Millennial Media published its first report in March 2009? These reports are based on actual campaign and network data from Millennial Media. Interestingly, the financial sector has moved out of the test phase and is making a significant investment in mobile. MORE >>