05 Creativity is King.

We are privileged utilizing the most personal media in the world – the mobile phone – for brand communication with consumers. This, however, demands for very sensitive behaviour. Do not send uncreative advertising to consumers – it will only annoy them. Do not send messages at early or late hours in the day or at weekends and bank holidays. Entertain consumers where possible, always be relevant and provide a clear benefit to consumers. The very personal environment of the mobile phone always ranks highest when thinking up mobile marketing campaign mechanics.

Examples of unethical behaviour:

• Spamming consumers, even when an opt-in is given, with dull information about life insurances
• Sending out messages at 7am or on weekends.

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