The dynamics of mobile marketing mean it is effective for targeting customers, one industry head has suggested.
Laura Marriott, president of Mobile Marketing Association (MMA), has highlighted the fact that customers can be reached on the move or at home via the offline marketing method.
“Always on, always available and anywhere – mobile allows the brand to connect and engage with their consumer like never before,” she commented.
Continuing: “It is not about the volume of mobile interactions, it is about the quality of those interactions.”
Ms Marriott went on to say that mobile marketing lets the consumer choose when and where to engage with a particular brand.
The gong for Most Innovative Use of Technology in Mobile Marketing at the Mobile Marketing Awards 2008 was awarded to Nokia Interactive, with Aerodeon scooping the prize for Best Use of Planning and Insight in Mobile Market.