Mobile Marketing and Advertising Needs an Oprah

Author: Jeff Orr, Group Director, Consumer Research

Published: 27 May 2009

Marketing to and communicating with mobile subscribers is still in its infancy and thus represents great opportunity for growth. Unlike the traditional media formats of print, television, and radio, mobile advertising is structured for one-on-one communications with the subscriber and is not yet a canvas for creating brand awareness. An ABI Research study described in this ABI Insight, however, shows that consumer resistance to the idea of receiving advertising on their mobiles is declining on a yearly basis. How can providers place themselves at the forefront of this trend in consumer sentiment?

The full text of this Insight is available to subscribers of the Mobile Operator Strategies Research Service.

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