Friday, September 5, 2008

Say and Southwell

In their article Driving Sales through Mobile Marketing, authors, Say and Southwell (2006, p262) imply that mobile direct marketing, especially text messaging can be ruinous because “the mobile phone is almost certainly the most personal electronic consumer device.” In support of this warning, another researcher Alan Chappell (2006, p1) cites a study that found 80% of cell phone users would consider ‘mobile spam’ a reason for switching carriers. Direct Marketers who fall short with mobile etiquette risk bad public relations, hardship in the mobile media, and Say and Southwell believe that ultimately it can degrade a brand (p 262).

On the other hand, de Lussanet (2003, p1) in a Forrester Study, reports solid growth in SMS marketing in Europe. Even in the U.S., Unwired Appeal in the SMS marketing section of their Web site reports on numerous, wide-ranging and successful SMS campaigns. The Say and Southwell article is a study and report about their experiences as pioneers in text message direct marketing for financial services in the United Kingdom. There is real potential in direct marketing text messaging and the article dispels the myth that customers always resent text-based marketing to their mobile form factors. Three case studies of work by their organization demonstrate the application of key success factors in the real business world.

Ultimately, with their approach they avoided the pitfalls inherent with text-messaging marketing and they proved quite successful using the new medium. For a complete review, see Driving Sales at Redmond Review

Chappell, A (March 19, 2006). Mobile Marketing & Opt-In (Chapell & Associates). Retrieved on August 28, 2008 at

Say, P. and J. Southwell (Jan-Mar 2006). Beep, beep, beep, beep, that’ll be the bank then – Driving sales through mobile marketing. Journal of Direct, Data and Digital Marketing Practice.

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