Mobile marketing came of age at this year’s Mobile Marketing Forum in New York, DM News reports.
Attended by big names such as Coca-Cola, Walt Disney, ABC News and Hachette Filipacchi, some 650 delegates attended the event proving mobile marketing is a serious business.
According to the GSM Association, there are 2.4 billion mobile subscribers across the world, which is much higher than landline users.
However, the forum highlighted that while there are multiple opportunities in mobile marketing, a number of challenges are yet to be overcome.
Mobile phones are still hampered by technical issues like screen size and resolution, which affect their marketing potential and price packages may be prohibitive.
They were also identified as being “the most personal electronic gadget a consumer has,” meaning uninvited texts or images could create a negative reaction.
But the growing readiness of consumers to text television programs like X-Factor or Big Brother shows users are prepared to engage with their phones for consumer purposes.
According to the Mobile Marketing Association, mobile marketing will be worth half a billion pounds by the end of this year.