Mobile email marketing will be driven by increase in commerce
Thursday 29th April 2010
The mobile marketing sector - including SMS and email marketing - will be driven by a growth in consumer spending via the channel, it has been claimed.
According to a new study by the Internet Advertising Bureau and PricewaterhouseCoopers, total spending via mobile phones increased by 32 per cent last year - reaching £37.6 million.
And the organisations believe this trend is set to continue.
Eva Berg-Winters, new media specialist at PricewaterhouseCoopers, said companies will up their investment in mobile email marketing and other digital channels as mobile commerce grows in popularity.
"People are using their phone for media applications but when they start purchasing significantly with their mobile phone that will be a key driver for mobile phone advertising," she said.
Something that email marketing professionals may want to bear in mind when they increase their activity on mobile channels is that pop-up advertising is unpopular.
Writing for Econsultancy, Jake Hird said that the form of marketing is "just plain annoying".
Written by Mark Hainsby