According 1-to-1 media, the mobile industry has a lot of learning to do from email marketing industry - esp. how not use it! Take a look:
Taking into account email's bad customer experiences with spam and email address sales, the mobile marketing industry developed its channel strategy around the concept that consumers control the relationship.
"When we hear that beep, everybody looks right away," says Steve Leonard, general manager at mobile firm Motricity, speaking about responsiveness to text messages.Consumers are now more willing to respond to offers via SMS because they know that no one will sell their mobile number and they can easily get out if the relationship doesn't meet their expectations.....consumer-controlled relationship will only increase as technology advances to allow mobile banking, purchases, and other applications. And while high-tech devices like the iPhone and BlackBerry are important to drive mobile's evolution....
The key to mobile marketing's future success lies in its metrics capabilities.... Calls-to-action like mobile coupon redemption or in-venue sweepstakes allow companies to track consumer actions to specific marketing initiatives.....
My View: In India especially, this medium already has the effect of email marketeers' misuse. The amount of junk SMSs we receive is quite high. Also, many companies have started using it for mobile alerts, mobile marketing initiatives etc. Sometimes, it is quite a pain or does not get the attention of customers as it would earlier. It needs to be used judiciously and it must move away from regular transactional messages to relationship messages too.
Ideas are welcome. Any ideas to kick-start this thinking?