Consumers (still) prefer email

Despite the rise and rise of SMS, email evidently still has a part to play in mobile communications...

According to a survey by Forrester Consulting, around a third of smartphone users are likely to make a purchase after opening a promotional email (a staggering 32% to be precise), but only 9% do so if they receive an SMS.

The conclusion is that marketers should optimise their emails for smartphones.

Personal or promotional? Tweets masquerading as personal comments get the chop

Nike has had the dubious honour of becoming the first company in the UK to have a Twitter campaign banned by the Advertising Standards Authority. Wayne Rooney failed to make it clear that an apparently personal tweet was in fact a marketing communication/advert for Nike. Both player and advertiser have received a firm smack on the wrist.

While your budget may not run to footballing superstars, it’s worth remembering the distinction in your own Twitter campaigns and not try to pass off sponsored endorsements (or employees' comments) as impartial comment.

For more on this story:

http://www.guardian.co.uk/media/2012/jun/20/nike-twitter-campaign-banned