Go Mobile Marketing Takes to the Wireless Web
"This is a market very much in its infancy," says Ray. "The industry will definitely stumble before it gets it right."
The key will be to not stumble so badly as to invite legislation and regulation. Everyone loves a good deal, but no one wants to feel as if they're being watched by Big Brother in the process.
Perhaps the key to the whole process is giving consumers unprecedented control. As m-Qube's Troiano says, "If opt-in is important, opt-out is important, too." Now, more than ever, it's vital to let consumers say "enough"—and listen to them.
Brian Howard was senior editor for Target Marketing and Inside Direct Mail from 2002 to 2004.