Most marketers have not forgotten the mass marketing principles and refuse to unlearn them for personal devices like mobiles which is increasingly becoming a marketing tool.
Off late, I have been bombarded with too many messages from retailers in India, just to inform me about their new arrivals or sale! I dread to give away my mobile number to any retailer. The response from customers will only decrease over time if this is misused. It will become a case of message sent but just not seen at all - from OTS( Opportunity-to-See) to OTT( Opportunity-to-Trash) becoming huge!
E-marketer has an interesting research that tells a lot for grocery retailers but I do believe it is relevant for any marketer who's looking at the mobile medium.
Mobile is a great medium for dialogue, conversation and relationships. Don't treat it like a TV with lower costs of reach!
The key is for the retailers to not abuse the power they have when they get a mobile number. I only give mine out when I think I will be interested in receiving offers or info, even if the company is offering a discount or some sort of incentive for giving out a mobile number. If I am getting worthless info on a daily basis, then I delete without reading, but if I only get a text every month or two, I am more apt to open it, even if it's not discount or coupon related.
Posted by: Vee Sweeney | September 01, 2010 at 07:19 PM
I agree with @Vee. Let's be honest, everyone is bombarded with spam and annoying emails and text offers all the time. In a day and age where I dont even have a home phone, I rely on my cell 100%. I hate giving it out. There is seemingly no boudaries anymore. Phone calls at 9pm on a Monday night are just too much but somehow a text at 9pm on a Monday is ok? No. It's not. I will delete as soon as I'm annoyed.
Posted by: Geo | December 08, 2011 at 09:06 PM