Although mobile-phone marketing is relatively new in the United States, a new survey of more than 400 marketers reports that a majority already highly rate its potential as a marketing medium. Forty-six percent of those polled rate the viability of mobile phones for marketing purposes as “good,” “very good” or “excellent” today. In addition, 64 percent view its potential as “good” or better as a marketing medium five years from now.
“Unlike Europe and Asia, which are much further along with mobile-phone marketing, the medium is really quite fledgling in this country,” said Wes Bray, CEO of Mynamics USA, which sponsored the survey. “So, this level of support and optimism is somewhat surprising when you consider the various obstacles that hinder mobile-phone marketing in the U.S. currently, such as different carrier technologies, varying price structures and underdeveloped SMS or text messaging capabilities.”
Despite this optimism, Bray added, many respondents overlooked the fact that mobile-phone marketing is inherently permission-based. “This sentiment reflects a huge misunderstanding. Unlike e-mail, mobile-phone marketing requires consumers to `opt-in’ and easily enables them to `opt-out’. “
Marketers also praised the creative potential of mobile phones as a medium for marketing, with 64 percent rating it “good,” “very good” or “excellent.”
