Push, Pull, Dialogue - Part III- Mobile Marketing & SPAM

Thursday, April 07, 2005

Push, Pull, Dialogue - Part III

The phrase Mobile Marketing has different meanings depending on the person you're talking to and their point of reference. Some people might think you're talking about the latest craze of slapping billboards on the sides of private cars and making your advertising mobile - by driving. Other people will understand that it means marketing through the mobile device. But only a very select - and a very savvy select at that - group will understand that mobile marketing is actually an opportunity to engage in a dialogue with your customers and potential customers.

In the first two installments here we talked about the concepts of PUSH marketing - sending messages to the consumer - PULL marketing - getting the consumer to ask for information - and this is about establishing an ongoing DIALOGUE with the consumer via the mobile channel.

What makes DIALOGUE diffent?

As with both PUSH and PULL marketing, the starting point will likely be some traditional form of marketing. Maybe an on-pack promotion or an advertisement in a broadsheet paper or maybe the website. But there will be a difference this time in that you'll be asking the consumer to provide you more than just a vote or a code for a ringtone - you're going to ask them for something to enhance your CRM database.

Many simple requests via mobile will ask for a consumer to identify their gender and their age. Some will ask for postcode. The solicitation may appear like this:

Send us your age and gender in order to receive the latest CrazyDog ringtone. For example - If you're a 18 year old girl - Send 18F to 48888 or if you're a 22 year old guy you would send 22M to 48888. In addition to your FREE ringtone we will offer you the chance for more cool stuff just by answering some simple questions in the future.

If your product is shoes - you might ask how many new pairs of trainers they bought last year - or how many are they going to buy this year. And in return - another ringtone - or maybe a cool screen saver.

There are some real key benefits to establishing an ongoing dialogue like this.

You always know who's still listening to you. If someone doesn't respond it might be that they have changed mobile number and this number is no longer active. A good rule of thumb is a check every 3 months. If you haven't heard from a number in 3 months - it is probably stale and should be dropped.
Dialogue allows you to build CRM data. Every good marketing person understands the value of high quality CRM data.
Consumer builds a relationship feeling with your brand through regular communication and small perks and bonuses.

Now you really need to be careful!

Ok - so you have managed to engage your consumers in a dialogue and started putting some great data around what were originally nothing but a random bit of mobile numbers. This means that you may be subject to a whole new set of laws governing data privacy and data protection. As soon as you have enough information to identify a unique consumer then you've got enough information to protect.

Your mobile numbers also become increasingly valuable to 3rd parties. If you've put any opt-in statements that include the "trusted partner" option don't forget to occasionally remind your consumers who you consider your trusted partners and in general remind them that they have given this permission to accept communications from your trusted partners. This is vital in order to avoid the perception by your consumer that they are receiving SPAM. You have spent to much time and effort (and money) collecting this information to let some trivial 3rd party list rental fee wreck your customer relationship.

Summary

Establishing a dialogue with your consumer is an incredibly powerful thing to do. You can not just talk to them - but you can listen to them - and can often times make that communication happen when they are actually out in the public and ready to act. (as opposed to hunched over their computer reading personal e-mail at work - or late at night from their home PC).

As part of this dialogue you can build a valuable profile on your customers that will help you communicate with them more effectively - and that requires that the data be protected and the consumer's privacy be respected... including managing opt-in permission for ongoing communication from you and/or your trusted partners.

Next week - Who really bears the cost of SPAM?

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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

About Me

Name: Troy Norcross

Location: London, United Kingdom

I believe very strongly that consumers have a right to privacy. Just because it is getting harder to reach consumers doesn't mean that marketers should be (or need be) more devious or more forceful in their attempts to reach us. In fact, quite the opposite. Many of us are happy to be contacted with relevant, timely, meaningful offers. But it's going to be on our terms. No longer victims of aggressive marketing, we want to participate in the process with trusted brands and partners. Come and hang out with me here on Consumer Preference and learn how as a consumer you can have more control than you thought - and, if you're a marketer, how you can reach people in an effective and respectful way. You can reach me at the email link below.

Mobile Marketing & SPAM

Thursday, April 07, 2005