Dive Summary:
- Oxygen8 Group’s James Harrison writes that thousands of mobile are users are downloading AdBlock Plus and that advertisers and marketers may need to reassess their strategies, exploring offline alternatives and the quality of their communications.
- Harrison cites a 2012 AdReaction Report, which found that brands need to improve their approaches on mobile.
- Generally, Harrison predicts that mobile marketing messages will become less welcome in the future, blanket messages may head toward extinction and SMS may provide new opportunities.
From the article:
".. At the beginning of December we celebrated the 20th Birthday of the humble text message. While it may have taken SMS time to get off the ground, the latest Ofcom Communications Market Report hints that SMS may take an equally long time to decline. With strict opt-in and opt-out elements like no other form of marketing, SMS Marketing can be a very powerful form of customer engagement when used correctly. For marketers it would suggest that this mode of communication is almost certainly a step in the right direction to ensuring that they are communicating with willing consumers. ..."
