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DIGITAL MARKETING NEWS: Best practice mobile site launched

Digital marketing trade body Internet Advertising Bureau (IAB) has launched a mobile site to promote the medium and provide a best practice ‘template' for brands looking to establish their mobile presence. - built and hosted by mobile agency Incentivated - has been designed to showcase the latest mobile functionality to ensure that UK marketers and businesses are aware of the capabilities of a mobile phone browsing the mobile internet.

Redesigned for the medium and compatible with all handsets, the site was built using Incentivated's ‘WAPsite publisher' platform. will act as a source of digital marketing expertise and educational materials, including a dedicated mobile area for advertisers and agencies looking for more information on the potential and efficacy of the medium.

Site functionality also includes live news feeds, access via SMS, web and mobile browser and mobile barcodes, registration and events booking capability as well as detailed reporting of visitors and their session information.

Jon Mew, head of mobile at the IAB says that while adoption of mobile media among marketers is steadily increasing it is important for the IAB to teach businesses the basics to ensure they are adhering to best practice from the start.

"We've launched this site to show brands how it should be done, whilst educating the market about the wealth of opportunity available within mobile media," he says.

Robert Thurner, Commercial Director at Incentivated, adds, "It's fitting that the IAB now has a world class mobile internet site, with slick navigation, realtime content uploads and extensive data capture.  The site leads the way for advertisers, agencies and media owners to follow their example."