Forrester’s Thomas Husson: The Business Value of Permission Marketing
By Lisa Ciangiulli, Optism Team, Jun 16, 2011
This week, MobileGroove talks permission marketing with Thomas Husson, Principal Analyst at Forrester Research. He makes his views known very early in the discussion. “Mobile marketing has to be permission based” because, Husson says, it is “not just another channel.” The inherent intimacy, proximity and immediacy of mobile phones change the advertising rules. Husson believes, “Mobile [advertising] has to be permission-based so that it is not perceived as intrusive.”
Husson also looks at the role for operators in the “evolving and expanding” mobile advertising world, a world he believes is creating opportunities for those able to look at the big picture. Check out the article to learn what Husson recommends for operators who want to become “smart enablers” for mobile marketing.