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There is a lot of information and research regarding what companies and marketers want out of Mobile Marketing.  But what do the consumers want?  Well, the Direct Marketing Association asked, and the answers they got show that the threat of SMS spam is the biggest source of concern among consumers.

Here is a quick summary of the findings:

• Most consumers report that they are worried about spam.
• Many consumers don’t understand the financial impact of SMS Spam. They don’t know if they are charged for an SMS message when it is received, when it is opened, or not at all.
• Sixty-eight percent of respondents report having received unsolicited messages over SMS.
• There is confusion about who to contact for help regarding unsolicited SMS messages.

So what can marketing companies do to ensure that their SMS campaigns are received positively?  Mark Brill, the chair of the DMA Mobile Marketing Council, put it best.

Trust and clarity is key to developing an effective mobile marketing strategy. It’s therefore important to be explicit about opting in. Customers who have opted in should be quickly contacted with confirmation of their choices and information on how to opt out. Brands may find that their reputation is quickly damaged if mobile marketing messages are too frequent, sent at the wrong time of day, irrelevant or unclear to the user.

Source: MobileMarketingWatch.com