The use of mobile marketing can allow companies to engage with consumers "like never before", it has been suggested.

Tuesday, 21 October 2008

According to the Mobile Marketing Association, the fact that mobile phones are generally always on allows for potential customers to be reached anywhere.

And president of the body Laura Marriott noted that the ability to contact a consumer "through their most personal device" allows for a brand to build relationships.

She added that these "quality" interactions are more important than volume, stating: "If you are able to engage 100,000 of your consumers and they all buy shoes, then that is better than 500,000 who don't."

Mobile Ad Degree recently predicted that demand for mobile marketing will increase.

Its 2007/2008 Survey Results and Trends report found that more advanced mobile devices are making it more feasible for companies to enter the mobile advertising market, as user experience is becoming less of a hindrance.