“Mobile Marketing is the only personal channel enabling spontaneous, direct, interactive and/or targeted communications, any time, any place between a brand and an end-user,” explained Mohamad Chatila, Managing Director, INFORMA.
With their cooperation INFORMA & MASIYA intend to increase awareness for, and make state of the art Mobile Marketing, Entertainment & CRM solutions accessible, more affordable and cost effective for enterprises of all sizes, giving brand owners, as well as marketers the tools they need to interact in real time with the consumer.
“Mobile Marketing can be used in a wide variety of ways,” explained Adnan Al-Obathani, Managing Director, MASIYA:
Chatila added that people have less time these days to read newspapers and magazines. “Brands need to find new and innovative ways of reaching potential consumers. Brand owners are taking advantage of these new opportunities to send their message to the public in new and innovative ways.”
Mobile marketing is growing in popularity. In Asia, eMarketer reports that 39 percent of mobile phone users have received SMS messages from advertisers, 36 percent in Europe and only 8 percent in the US. These figures point to a strong and growing trend among advertisers to embrace mobile marketing in other parts of the world and for consumers to be fairly receptive to it. Fear of “mobile spam” and the hype that surrounds it have slowed its growth and have forced brands, advertisers and carriers to approach mobile marketing with much trepidation.
“In the Middle East the opportunity is ripe to stop mobile spam and keep the medium safe for relevant messages the consumer wants to receive. Learning from the mistakes made in e-mail marketing, the Mobile Marketing Association is developing a Code of Conduct for content providers, advertisers, brands, technology partners and carriers that is engineered around the perceived definition of mobile spam and includes technology enforcement mechanisms that will give the industry the power to self-regulate” explained Adnan Al-Obathani.
“The best way for marketers really to distance themselves from mobile spam is to give consumers choice, control, constraint and confidentiality while insuring that they only receive relevant information. Doing so will address the perceived definition of mobile spam and enhance consumer satisfaction with the brand in the process” concluded Chatila.
Wednesday, June 2- 2004 @ 11:46 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.