Mobile apps meet aggressive marketing

RetailWire panelists recently discussed the pros and cons of mobile apps and texts intended to send promotional info to consumers. Not such a bad thing, in my opinion:

I don’t think marketers can jump to any conclusions — one way or the other — about whether text-messaging of ads is a net positive or negative. Does the risk of alienating some consumers get overshadowed by the benefit of targeted reach? Do consumers who are more likely to object have the ability to “opt out” (just as they can filter out e-mail ads or telemarketers)? If so, there is a lot to be gained by the smart use of technology in a “handheld app” world.


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