Mobile devices 'increasingly targeted by marketers'

Advertisers are increasingly targeting customers through their mobile gadgets, according to an expert. The Mobile Marketing Association (MMA) said firms are focusing their energies on phones in particular as they are the "ultimate on-demand device." It remarked these types of strategies will be key to the future success of customer relationship management. Research conducted by the MMA found consumers are more likely to respond to advertising through a text message than an email or piece of post. It added this type of campaign can be more timely and relevant to an audience. European managing director at the organisation Paul Berney commented mobiles are the "only truly individual media channel." "There's a level of expectation from people that they will be instantly able to interact with brands and organisations," he said. "People in society are becoming more on-demand than ever." His remarks follow a recent report by e-commerce firm Econsultancy and customer insight software provider Speed-Trap. It found 64 per cent of companies are eager to link their online and offline information in order to market their products and services effectively.