Mobile marketing a no-no

  • A survey in New Media Age reveals that people aged 16 to 30 do not want to receive marketing messages via their mobiles, as they are too intrusive. The research discovered that 44% think mobile should not be used in campaigns and many are disappointed when they realise a text is a marketing message and not a message from a friend.

    No surprises there. The use of text is the 21st Century equivalent of the double-glazing phone call in the middle of your favourite soap. Interuption marketing can cause grave damage to a brand and it is a surprise that there are brands out there still seeking to exploit it. Unfortunately, it is cheap, which encourages broadcast activity with scant regard for the needs of the recipient.

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