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, October 17, 2005

Bad reputations inspire opt-outs - DMBulletin - Direct Marketing news by Email - Brand Republic

An old article I found lying around in my Drafts folder - but it still goes to show that a brands communications can definitely impact on future business.

Bad reputations inspire opt-outs - DMBulletin - Direct Marketing news by Email - Brand Republic

Great example of high street brands that are being pushed back by consumers due to their own behavior. If this can happen in direct mail - imagine what can happen in the mobile space.

But does the brand matter?

Was speaking to Robert Dirskovski, head of Interactive Media at the DMA (UK) and we were talking about how brands fully understand the impact of direct marketing and the need for respecting communications with consumers. But there are some cases when the brand doesn't really matter.

We all know of businesses that are in for the "fast-buck". They come along, make a huge amount of noise, make their profits and then disappear right back down into the sewers from whence they came. And brands associated with short-sighted opportunistic capitalism don't really care about brand damage. As long as they can make a profit before anyone realizes what is happening, they're happy. In a few months (or weeks even) they will come back with a completely new brand and a new way to take the money off the punter and then scurry away again.

So what's the answer?

How can consumers make a lasting impact on short term brands? Any suggestions?

posted by Troy Norcross at 12:11 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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