Brace Yourself For Mobile Spam

Eighty-nine percent of major European brands say they plan to use SMS and MMS to market their products, according to a new study. Well, that’s 89 percent of whatever brands some survey company considered “leading” brands in Europe, but it still points to the big interest companies have in adding mobile to their marketing mix. While the study says they have plenty of interest, it doesn’t indicate how they plan to utilize mobile messaging — leaving the possibility open that they’ll just start spamming people’s phones. There’s little doubt that mobile is a promising medium for marketing, but the personal nature of mobile devices means that extra care needs to be taken in getting people’s permission to send marketing messages to them.

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