Mobile marketing campaigns may not be the wisest way to develop targets on business lists, one expert has suggested.

Constant Contact’s senior vice president of global market development, Eric Groves, has stressed that direct marketers targeting businesses should think of which channels they use carefully.

According to Mr Groves, the expectations of the recipient should be considered when deciding how to contact targets.

He said: “I personally don’t want commercial messaging coming to my mobile, 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 and focusing in on the media that provides the best return on investments.

Research from the Chartered Institute of Marketing has found that two-thirds of marketers think that promotional activity will be central to their organisation’s future prospects during the recession.

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