Spamming and mobile marketing: get it right

Abstract

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