Local advertisers & publishers face many challenges when attempting to generate traffic to mobile campaigns & destination sites. The mobile environment bears many similarities to online, but the approach needs to be different to achieve success. Targeting the valuable mobile audience requires some understanding of the the local mobile environment and it’s special idiosyncracies.

My new article on Digital Ministry Driving Traffic to a Mobile Site describes some of the options available to mobile site owners for generating mobile traffic in Australia.

I introduce carrier portals, mobile search/SEM, mobile banners & SMS shortcodes, and discuss the local environment in some detail.

The article also includes examples of how local publishers are generating traffic to their mobile sites, including NineMSN, Fairfax, Sensis and News. I’d love to hear about any other examples seen locally.