New guidelines are required to discipline mobile marketer. According to New Media Age the Mobile Marketing Association is working on guidelines to limit the hours in which promotional sms can be sent. In the UK, at the moment, First Direct is under fire since it starts sending its sms at 6 o'clock in the morning, since they've found that it's cheaper at that time. Several users have complained to First Direct, and the Company has come out with one of the silliest statements I've ever heard:
"Our advice is for customers to switch off their phones overnight".
I believe this is the perfect way to annoy prospects and weaken the potentials of mobile marketing.
Guidelines and intelligent marketers are more than welcome... soooooon!!!
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