Consumers Are Ready for Relevant Cell Phone Messages, Report Says

CAMBRIDGE, Mass. -- Although 79% of consumers find the idea of mobile ads annoying, early efforts at mobile marketing have revealed that consumers will happily engage in campaigns as long as marketers deliver valuable information or content, according to a new report released by Forrester Research here.

CAMBRIDGE, Mass. -- Although 79% of consumers find the idea of mobile ads annoying, early efforts at mobile marketing have revealed that consumers will happily engage in campaigns as long as marketers deliver valuable information or content, according to a new report released by Forrester Research here. "To avoid the perception of mobile spam, marketers must work with the unique elements of the mobile channel itself and the relevance of their message," said Christine Spivey Overby. Forrester Research‘s principal analyst and co-author of the report, "Is the U.S. Ready for Mobile Marketing?" "In contrast to other channels, mobile is highly integrated into people's daily activities and physical environment. This means that marketers can embrace the real-world connections with relevant location-based services and campaigns that tie mobile and on-premise advertising."