Mobile Advertising - Better uptake than I imagined
A very interesting article has been published by News Wire Today showing how ethical mobile marketing can generate a positive marketing strategy.
Mobile marketing has always been seen as intrusive, mostly implementing “opt out” ensuring that the end users will receive the marketing unless they specifically tell the campaign management that they no longer wish to receive marketing information. However, this has been met with much criticism, and the introduction of double “opt in” which allows the user to make the choice if they wish to receive the information that will be targeted at them. This process ensures that the user is comfortable with the marketing before receiving it. Firstly the user must find the service and request information, then a message is returned asking if they wish to receive further information.
This method was used by the fashion retailer Up Against the Wall for its latest marketing campaign. An unprecedented amount of users decided to receive further information through the service. The figure reached 63%, and then only 1% went on to cancel. But as stated on MoCo News there is no details on actual figures, only percentages.
So does this cast an end to the theories that people are unwilling to allow marketing through intrusive methods in mobile? We must wait to see other results published to find the true outcome.
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