• by Jack Loechner , Staff Writer @mp_research, January 18, 2004

Mobile Marketing Potential

Reveries.com surveyed US marketers about mobile marketing's potential and found that while just 5.5% think that the viability of mobile marketing as a medium today is excellent, while 22.3% say the same for its viability five years from now. Similarly, though 22.7% of marketers think mobile marketing is currently just fairly viable, only 13% rate it as fair five years from now.

US Marketers Opinions on the Viability of Mobile Phones as a Marketing Vehicle (% of respondents)

	January 2004	In 5 Years
Excellent	5.5%	23.3%
Very good	18.2	25.3
Good	22.7	16.3
Fair	22.7	13.0
Poor	30.7	20.8
Don't know	0.2	2.5

Source: Reveries.com, January 2004

The Reveries study, sponsored by mobile marketing firm Mynamics, was conducted among over 400 marketers.

eMarketer projects that there will be over 159 million mobile phone subscribers by the end of this year. Marketers will have to tread the water of the market very carefully, says eMarketer. As enpocket found in the UK after surveying people who had received mobile marketing messages, 81% reported they found telesales marketing annoying, while 57% who hadn't even seen short message service (SMS) marketing before said they found it annoying.

Find out more here at eMarketer.