A new study on consumer response to mobile marketing suggests that the market may not be ready for the new technique, even if the technology is. While mobile marketing is definitely going to be a part of the future of marketing techniques, it may not be wise to put all your eggs in that basket while consumer spending is still way down.

The recession is going to make mobile marketing much more difficult for several reasons, one of the most important being that it’s going to be hard to judge the effectiveness of a campaign when consumers don’t have money to spend, period.

A campaign that might be very effective when consumers are doing a little better may tank when they don’t have extra cash to spend on luxuries, and that misinformation is going to mean bad money thrown after good.

Keep it simple
The best strategy for the moment, the study concludes, is to keep it small and convenient without breaking the bank. Make sure your website is mobile-optimized and get included in mobile searches, but campaigns like mobile video are best left on the back burner until the economy takes a turn for the better.