Riding The User-Controlled Media Wave

One of the major differences between mobile marketing and other forms is that its considered a form of user-controlled media. What this means is that mobile media is entirely based on an opt-in scheme. With other forms of advertising, customers usually dont have much of a choice about whether or not the advertising is going to turn up in their lives. For example, should a consumer be watching television, commercials are considered an inevitable part of the process. The consumer can always mute the television or change the channel when the advertisements come on, of course, but theres nothing the consumer can do about the commercial break taking place. Print ads and radio ads are similar consumers can avoid them if they so wish, but theres no way that they can opt out of the radio playing commercials or the magazine advertising products.

With mobile marketing, however, the entire premise is based off of opt-in services. Should a consumer wish to join your text marketing campaign, theyre the ones that have to dial your companys number to start receiving information. If the customer never does so, then you as the company can never send them advertisements through mobile means. Thanks to privacy concerns as well as the popularity of the do not call list in addition to other anti-advertising factors that have become prevalent on phones in the past few years, its entirely impossible to go about sending unsolicited advertisements to customers through mobile devices and have it be a legal operation.

This presents a unique challenge to the company that is trying to get its message out through mobile media namely, often companies must advertise the fact that theyre doing a mobile media campaign. This might seems somewhat counterintuitive given that this boils down to advertisin

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