Part Two of Russell Buckley’s post on location based marketing (LBM) focuses on what not to do when running a LBM campaign. A lot of them are fairly obvious but need reiterating because historically marketers have not shown a great deal of consideration for their targets.
Russell points out the messages have to be free — in a lot of places operators charge to receive an SMS (which blows my mind, I think that’s a stupid system) but even if the SMS is free, if it links to a WAP page there is likely to be data charges.
If you are interested in LBM or other forms of mobile marketing this post is worth a read…
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