o mobile marketing had everyone excited with its several advantages of targeting by location and demography while creating actionable responses. However, all of them seem to have ignored a new report - Is the US Ready for Mobile Marketing? - on the state of the mobile-marketing industry conducted by Forrester Research (www.forrester.com). The report's findings indicate that more than three-quarters of Americans are annoyed just thinking about it.

According to the report, 79 per cent of online consumers find the idea of ads on their mobile phones annoying and only 3 per cent say they trust text ads on mobile phones. This essentially means what experts have gone hoarse yelling about - marketers must begin offering something of value in exchange for the message.... more