Whatever happened to the good old text message, huh?
That’s the question Sarah O’Hanlon and I were challenged to answer in the latest issue of JAM, the quarterly Journal of Arts Marketing from the Arts Marketing Association.
We were especially drawn to the reasons why mobile has yet to reach a critical tipping point in the arts marketing mix – an unwillingness to risk an accidental tarring with the scuzzball brush? – and suggested that perhaps one of the main barriers to adoption was a tendency to think in terms of large and relatively consistent mailing lists rather than embracing the niche opportunities that can exist in a faster opt in / opt out conversation.
You can download the whole issue here.
To save you looking we’re near the back on pages 21 & 22.