Pros and cons of mobile marketing

Mobile marketing has the potential be the next big thing in interactive marketing. However, there are many obstacles to overcome.

Pros:

• Mobile phones can receive input anywhere-anytime, enabling location-specific and behavioral targeting for local businesses.
• Personalization, immediacy, and interactivity of mobile ads encourage response by consumers.
• Mobile marketing can help build a customer database. Once customers opt in to receive an ad, you can use the information for loyalty marketing and customer retention.
• Web searches on mobile devices will eventually exceed searches on PCs.
• Access to many international consumers who can’t afford PCs .

Cons:

• General intolerance of advertising messages on a personal device.
• Adaptation of content and messages to the mobile web results in poor user experience.
• Advertisers are wary of consumer privacy issues.
• Mobile marketing is fragmented and complex because of many different handsets and carriers, different types of functionality, and different preloaded apps
• Scarcity of mobile web sites.