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Monday, July 04, 2005

Adverblog: MMS postcard offered by Lastminute

Adverblog: MMS postcard offered by Lastminute

So lastminute.com, iTagg and Mobycards have teamed up to provide holiday postcards from pictures taken with your mobile phone.

I went to the lastminute.com website and found all manner of terms and conditions about how iTagg will manually "vet" every single message for appropriateness. That does sound very labor intensive.

What was missing however was any reference to how your mobile number might be used for future marketing or communications. In other words - people would be blissfully unaware that by sending a postcard they will have also given their permission to receive mobile marketing messages for similar types of products - travel related, etc.

But because it is not made clear - it is very likely that those messages would be largely regarded as SPAM. I'm sure that consumers would welcome a more fully disclosed privacy policy relating to how their data will be used for this service. I did check the website Data Protection section - but no reference was made to the photo postcard service.

And as a business proposition...

Marketing, technology and mobile phone companies wonder why there are so many problems getting photo messaging to take off... This is a great example of very nifty application that has been priced out of the range of consumer adoption.

When the consumer realizes that they have to first pay for the MMS message - and then £2.50 on top of that to have their photo printed and posted - without any ability to see what it will actually look like - and without an easy way to add that personal touch that only hand writing "Wish you were here - nah! not really" can bring... This idea is not likely to do much more than prove that the technology exists.

Another example of a technical solution looking for a market demand... - and potentially looking for more mobile numbers to send mobile marketing messages.

posted by Troy Norcross at 10:41 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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