Wireless handsets may see limited use as a marketing vehicle today, but aggregated data in the eMarketer eStat Database indicates that situation may change dramatically over the next five years. According to over 400 U.S. marketers surveyed by Reveries.com, just 23.7% regard the viability of delivering marketing messages to mobile devices as very good or excellent. However, 47.8% see viability as very good or excellent five years from now. The potential for mobile marketing in the U.S. is huge, considering eMarketer projects there will be over 159 million mobile phone subscribers by the end of this year. Once the wireless market reaches critical mass, it is only natural that marketers will begin to seriously explore the opportunities the medium presents. Done well -- and this means building trust by respecting consumers' privacy preferences -- it may be very successful for marketers.
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