A recent study by BIGresearch has discovered that text, voicemail and video ads are not liked by 2/3 of their recipients, who think that marketers ought to have their permission before sending such ads to them.  They weren’t much liked last year, and they aren’t much liked this year.  What a surprise.

Firstly, most people ought to know by now that the most effective mobile advertising involves well targeted, integrated and relevant ads that are delivered in moderation and seen by people who are expecting them.  People expect them when browsing mobile sites or using free apps, and they expect them when they opt in to receive ads by SMS, MMS or voicemail.  Ads that do not meet these conditions just end up wasting everyone’s time and patience.

Secondly, the report treats mobile marketing as synonymous with direct marketing techniques adapted for mobile (sending SMS or MMS or voicemails).  Such techniques are only a part of mobile advertising, which in addition covers ad delivery methods such as mobile web search and display, in-app and via bluetooth.  And mobile advertising is only a small part of mobile marketing, which does not always involve the delivery of ads.  For example, a store sending an SMS to a loyal (opted in) customer when a new product line comes in is a form of mobile marketing but I would not consider the message to be an ad.

So actually, whilst the report is saying that ‘the percentage of people who don’t like mobile marketing has increased’, what it’s really saying is that direct marketing techniques on mobile are probably at least as annoying as receiving junk mail in the post.