'List broker' tactics slammed

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CROSBIE: The question is how many people actually wanted to hear from you.

The GM of UAE-based digital in-store media systems provider EnQii Holdings Plc has hit out at brand marketers concentrating on contacting millions pf people in campaigns new media campaigns regardless of their interest or relevance to the category.

"The mistake that happened five years was people became list brokers. It is totally ineffective," Patrick Crosbie said.

"You start small and build it up. The key is not to look at big numbers. The question is how many people actually wanted to hear from you?"

Crosbie said companies should consider what they want from SMS and digital signage marketing to ensure a high ROI measurement and "the consumer is at the heart of all of this. Take opinions and use them for the next campaign and by doing that you always remain relevant and you will remain the preferred supplier or brand to that customer."

Emerging markets hold the greatest potential for mobile markets, he advised, as mobile phone penetration is far higher than the Internet.

"Mobile marketing in emerging markets is off the chart compared to mature markets," he added.

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