By 2016 there will be more than 8.5 billion mobile subscribers worldwide offering marketers the unprecedented opportunity to beam messages right into the hands of the people they most want to talk to. Unfortunately, instead of using that power to gain the upper hand on their competitors with personalized and relevant communication, many are still using heavy-handed communication techniques that cause their customers to throw their hands up in disbelief.

A recent study by mobile marketing firm Hipcricket revealed that many marketers are overplaying their hand. 46% of consumers surveyed say the brand messages they receive aren't relevant, 52% see them as overtly intrusive, and 33% say texts from brands don't offer any value.

60% of consumers say they engage with as many as 10 brands a month through various channels including mobile. With each interaction the customer willingly hands the marketer the information with which to be relevant and valuable. Data and marketing should work hand in glove, but in many cases the right hand doesn't know what the left is doing.

To make money hand over fist, companies must figure out how to use data faster to send mobile messaging that is relevant based on location, past purchases, and clicking behaviors or risk handing over their customers to competitors.


Here's Blue Tape's Quote of the Week:

"Ignorant men don't know what good they hold in their hands until they've flung it away."