Sign-Up.to CEO McNeill sees pitfalls and opportunities for Mobile Marketers

SIGN-UP.to CEO Matt McNeill has told iSM that he sees challenges ahead, but great opportunities for marketers, as the mobile medium matures in the next few years.

Sign-up.to are a UK-based Application Service Provider who provide tools for permission based marketing – across, email, mobile and social media.

Working with a wide range of clients on both self service and a managed basis on everything from email campaigns through to mobile marketing campaigns, as well as social media integration of those campaigns – McNeill is well accustomed to helping businesses communicate with their customers.

“Mobile phones are becoming an increasingly important part of everyday life – we saw market saturation perhaps ten years ago. However, now Smart phones have taken it beyond basic voice and text communication. Consumers are effectively taking the power of the network everywhere with them.”

As some traditional information services have encountered teething problems when going mobile, we put it to McNeill that there could be some similar pitfalls for marketing in the mobile context.

“There will be definite challenges – it’s a different medium and therefore the rules that apply elsewhere don’t necessarily apply to the mobile space. The key thing is that time and relevancy become a much bigger factor and opportunity.”

“There will be implications for mobile social media - where it’s ultimately going to go, I’m not entirely sure – but it will continue to enable people to connect in a real time way. That’s where it holds a very interesting possibility. Peer reviews are a great example – if you’re out and about, and you want to find out which is the best restaurant in the area as recommended by your friends - obviously that has massive power.”

In terms of where the market is heading in the coming years, McNeill is excited:

“The ideal marketing at any time is relevant, personal and geared to the end user. Mobile allows that to the nth degree. If you’re getting your marketing right, you’re ensuring that you’re getting your message to the right person, at the right time in the right location now. That’s where the true promise of mobile marketing lies. It opens up some fantastic possibilities – with the obvious implications for rates of conversion.”

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