Mobile marketing 'needs to be balanced'

Posted: 26 March 2009

Mobile marketing needs to serve the needs of the customer as well as the business conducting the advertising, it has been suggested.

A spokesman for Constant Contact, a group that provides such solutions for small businesses and charities, said although it is clear portable technology is the way forward, caution should be exercised.

Eric Groves, senior vice-president of global market development for the company, explained communications are more effective when they are balanced and engage with the consumer.

"I personally don't want commercial messaging coming to my mobile," he said, but added if the right social networks and advertisers send it "I am willing to accept it into my email box".

"It will all be about finding the right balance," Mr Groves concluded.

Recent research from the Direct Marketing Association's Email Marketing Council found the amount of marketing being sent to mobile phones was on the rise - but advertisers were aware this should engage with recipients.

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