There's little doubt that mobile marketing has become the dream channel for marketers. Not only is it ubiquitous — there are five times as many mobile phones in the world today as PCs — but its real-time nature and commercial power have elevated its importance in the marketing mix. In fact, not a week goes by where mobile isn't grabbing headlines, like last week's announcement by Orbitz highlighting the fact that smartphones now account for one in five of all its bookings.
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FCC Ruling on Text Messages Paves Way for Bigger Commitment to Mobile Marketing
December 4, 2012
From Mobile Marketer
A recent ruling by the Federal Communications Commission regarding certain types of text messages could open the door for brands to make a bigger commitment to mobile marketing. The FCC's ruling last week clarifies that sending a text message to consumers confirming the receipt of an opt-out request does not violate the Telephone Consumer Protection Act. Several marketers have been sued over these messages because the TCPA does not address opt-out confirmation texts directly, causing others to take a more cautious approach to mobile marketing.
Marketers’ Approach to Mobile is (Still) Flawed
November 21, 2012
From Ad Age
Mobile is the fastest growing digital channel among consumers, but a new study conducted by research firm Forrester and mobile marketing and advertising company Velti shows that marketers continue to treat it as an extension of desktop computing instead of taking advantage of its unique marketing and advertising opportunities. Rather than embrace mobile-specific marketing tactics, marketers have been more likely to just buy mobile advertising.