The Lift 06 Conference in Geneva earlier this year included a presentation from Stefana Broadbent that examined how consumers use various communications media including fixed line telephones, IM, social networks and of course mobile. Her ethnographic studies showed that SMS, is of course a very intimate channel, this much we know already. But interestingly she characterised the messages that consumers send one and other across it as 'Grooming' messages - thank you's, endearments and things that keep relationships alive. Her studies show that over 50% of communication over SMS is 'relationship grooming.'

This represents challenges and opportunities for marketers. We know that consumers will allow trusted brands short term access into the privacy of their mobile 'cocoon' but developing long term relationships - mCRM - is far more difficult. Brands that deliver their message in a manner that doesn't respect 'Grooming' phenomena will be rejected. What kind of communications will be accepted? Those that are brief, relevant, engaging, amusing and emotional. In short just like those we send our friends and family.