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 03, 2005

US bill heralds end of walled gardens | The Register

US bill heralds end of walled gardens | The Register

Ok - so this is a great start - but what must come along with this is the ability to promote the content through WAP Push. Consumers are not inclined to try to search or surf for content - but would happily go to WAP sites if all they had to do was follow a single click link in an alert.

WAP Push will be the way that many of the mobile internet sites actually drive consumers to their website. The consumer experience will likely look like:

Consumer sees billboard or newspaper add for cool content.
Call to action: "Text HOTCONCERTS to 88822" for more.
Consumer will compose a text message as directed and send it to the short code 88822.
A few seconds later the consumer receives a WAP Push to their phone - one click and they are taken to the HOTCONCERTS Wap site.

And yes - all of these WAP Push messages must be opt-in or they will be considered SPAM.


In the meantime there are a number of companies coming up with WAP portals for mobile search. I don't know about you, but I don't want to spend a lot of time on WAP Search engines looking for content. But then again last Saturday night I was tasked with finding the lyrics for Puff The Magic Dragon while at dinner - and using Google search on my Vodafone phone - I pulled up the answer. So maybe I'm wrong... Nah... WAP Push is the way. WAP Search is a minor service that won't catch on until the mobile device has a better UI and a bigger screen. Wait - they have one - it's called their computer!

posted by Troy Norcross at 1:59 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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