Inderscience Publishers

Mobile marketing or mobile spam: who decides?

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In recent years, the mobile phone has become a ubiquitous communication channel. The global adoption of the device and its technology by users has increased exponentially. The rise in the number of mobile phone subscribers globally is well documented and this can be attributed to the mobile phone's unique features, such as its portability, mobility and convenience. Marketers have recognised the emerging value of the mobile phone as a new channel of marketing and have an increasing interest in employing mobile marketing as one of their strategies. Whilst marketers should be lauded for embracing the new technology, there are concerns as to the manner and form which mobile marketing takes. To the consumer, unknown commercial text messages are seen as nothing more than unsolicited commercial messages (spam). Spam is the subject of regulation in a number of jurisdictions. The aim of this paper is to firstly examine what spam is and its implications. Secondly, the paper briefly considers some of the promulgated legislations. Finally, the paper evaluates the factors that should be considered to enhance a consumer's experience in mobile marketing.

Keywords: mobile marketing, spam, interactive marketing, m-marketing, mobile phones, cell phones, mobile communications, commercial text messages, unsolicited messages, unsolicited texts, legislation, regulation

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