Mobile Marketing: Is It Too Intrusive?

A recent independent survey comprising 50 global brand companies revealed that one in three major brands have already run at least one live mobile marketing campaign. The survey revealed positive aspects of running premium sms campaigns, such as higher response rates and better conversions (some of the participants reported even up to 10%, which is quite a high conversion rate). Some negatives were also revealed, for example, the concerns of 46% of the big brands that this marketing method is too intrusive and may be perceived as spam by the consumers.

Here, the art and the creativity of marketers will make a difference in consumers’ minds: if they will see those messages as offering an added value, the brands will benefit a lot by broadening their loyal consumers pool. The study revealed that almost 60% of the questioned brands were willing to send special offers via sms marketing. People who are interested in those brands will be happy to see that they are treated preferentially, that such a big brand cares about communicating one-to-one with them.
If mobile operators will agree to sit together with big marketers and find solutions for better tracking the campaigns, mobile marketing could be growing at exponential rate, being an inexpensive and efficient way of reaching people in need for certain products or information.