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Length: 14 pages
For Marketing Leadership Professionals
December 27, 2006Is The US Ready For Mobile Marketing? Consumers Are Ready — So, Marketers Should Be, Too by Charles S. Golvin, Christine Spivey Overby This is a document excerptEXECUTIVE SUMMARY
The near ubiquity of mobile phones and accelerating consumer acceptance of applications other than voice make mobile a powerful new channel for marketers. When done right, mobile campaigns yield high response rates and increase consumer engagement. Still, 79% of consumers are annoyed by the idea of mobile marketing. To avoid consumer backlash against ads on their phones, marketers must adopt a mindset where value replaces interruption and campaigns are designed for an abbreviated and immediate mobile experience.
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Original air date: Monday, October 22, 2007
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