The Los Angeles Times ran an article yesterday on a new mobile marketing study researching whether people were comfortable receiving ads on their mobile phones.
The study, conducted by Local Mobile Search (an advisory service of Opus Research) states that about 43% of people interviewed were amenable to receiving "offers or deals" on their phones, but only if they could select which merchants send them offers.
This shows a great deal of possibility around mobile advertising," said Greg Sterling, a senior analyst with Local Mobile Search. "A lot of surveys have been done that show that people are just not really interested in mobile advertising. But if you give people assurances that they have some measure of control, then they become much more interested.
"We're at a tipping point. The best days for mobile ads are in front of us." Advertising has to be relevant, meaningful and creative, Sterling said. If it gives people something of value to them, he said, they're not opposed to it.
It’s not hard to grasp why permission-based mobile marketing is the way to go for a number of reasons, most important among them that you run no risk of infuriating a potential customer by stuffing their mobile phone full of unsolicited ads.
SnapTell’s Snap.Send.Get mobile marketing platform takes the idea of permission-based marketing one step further and makes it request-based, people see only the marketing content that they implicitly ask to receive.