| According to a news brief by the Direct Marketing | | | | stay relevant. |
| Association (DMA), the next year will see a boom in | | | | Ad campaigns run through mobile marketing methods |
| mobile marketing as more businesses use advertising | | | | (including text messaging and mobile internet |
| strategies that fully incorporate text messaging and | | | | channels) will need to be fluid, with long-term arcs |
| other SMS techniques. Additionally, the majority of | | | | that still allow on-the-ground changes. Consumer |
| those businesses are already using mobile to increase | | | | feedback, whether positive or negative, should be |
| their advertising budgets over the same | | | | anticipated and acted on when required. It's great to |
| twelve-month period. | | | | have your ad go viral, says McConnell, pointing to the |
| This isn't news to many mobile marketing CEOs, but | | | | Old Spice videos with Isaiah Mustafa, but it can just |
| it does seem to confirm the prevalent belief that the | | | | as easily go awry as in the Adidas Death Star vs. |
| competition for consumer opt-in consent will become | | | | Japan incident. |
| increasingly difficult to come by - which is good news | | | | In that Adidas campaign, which was run by the |
| for consumers as the rewards in exchange for their | | | | company's digital marketing man, Chris Barbour, |
| private information will become greater. | | | | nothing of lasting negative impact happened to the |
| As SMS marketing becomes truly commonplace, | | | | product line. The event did serve to underscore how |
| content will have to be crafted ever more carefully | | | | creativity in mobile marketing is risky but, as Barbour |
| to accomplish sales, offering well-timed, interactive | | | | said of the episode: "innovation is always worth the |
| (and interesting) messages to which opt-in consumers | | | | risk, even if the consequences are entirely |
| will respond positively. Speed, is the other factor that | | | | unpredictable. |
| mobile advertisers will have to incorporate in order to | | | | |