Mobile musn’t go the same way as spam

Mobile marketing has massive potential, with canny marketers able to get their message into consumers’ pockets (“The mobile comes of age for marketers”, MW June 29).

But businesses wanting to cash in should learn from the mistakes that its predecessor – e-mail marketing – made, when too many campaigns led

it to being unnecessarily tagged with the dreaded spam label.

Like e-mail, mobile marketers must concentrate on sending out campaigns relevant to their market, and ensuring the campaign is interactive. Simple campaigns such as “text to win” allow marketers to build comprehensive prospect databases.

Mobiles offer the ability to get in contact with customers wherever they are has the potential to be very lucrative. I only hope marketers use this medium responsibly and mobile marketing avoids the spam tag.

Andrew Coghlan

Head of strategy

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