Mobile users 'want balanced marketing'
26 March 2009 — 5:00 PM
It is vital that the latest mobile marketing techniques are not too invasive, it has been suggested.
According to a spokesman for Constant Contact, an organisation which provides web marketing solutions to small businesses, the future of advertising lies in portable technologies.
Eric Groves, senior vice-president of global market development for the firm, said although this is the case, such communications need to serve the consumer as well as the companies marketing their products.
"I personally don't want commercial messaging coming to my mobile," he added, "but I am willing to accept it into my email box and via certain social networks - It will all be about finding the right balance."
A recent study conducted by the Direct Marketing Association's Email Marketing Council suggested advertisers were increasing the amount of messages they send customers but were aware these communications need to engage recipients.
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