You've got to get it right or consumers will shut you out. Understanding consumer preferences is the place to start.



  

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Monday, February 21, 2005

Who Bares the Brunt of the SPAM Complaint?

Ok - I'm not going to make you read all the way to the end this time. The answer is:

The Mobile Network Operator

When a consumer gets a message on there phone that they decide is SPAM the first person to get a call is the person they have their phone service through. It is almost never back to the advertiser. Either the advertiser has made it very difficult to identify who they are - or maybe they have sent the message with no ability to Reply - and maybe there isn't even a way to unsubscribe that's listed in the message. This means that the only person left to lash out at is the Mobile Network Operator.

A recent statistic for the UK indicates that an average customer care call can cost £9. Considering the revenue to the operator for the message is somewhere between £0.02 and £0.49 on average - a single customer care call can negate the revenue from a very high volume of mobile marketing messages.

Mobile network operators are moving swiftly to find ways to eliminate SPAM and fradulent messages being sent to their subscribers. And if they can't stop the message then they want a solid way to identify the source of the messages so they can quickly investigate and address any potentially misbehaving application or aggregator.

posted by Troy Norcross at 5:07 PM  

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A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

 

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