Opt out without opting out- Mobile Marketing & SPAM

Monday, December 12, 2005

Opt out without opting out

Opt out without opting out

A really interesting article that I have fully vetted but if it's true it's just pretty amazing. I mean amazing in that Chase would be so blantantly as to be quoted as saying that they will disregard your opt-out preference.

This creates a dangerous envrionment not just for consumers but for brand marketing partners of Chase in that they may think that they have a clean opt-in list and permission demographics - when in reality it's not so clean at all.

If you market to a consumer who isn't expecting it you could do some pretty serious brand damage.

What's the message:

a.) If you are a consumer who values data privacy and protection - don't bank with Chase (or Bank One). They have made it very clear that they don't care.
b.) If you are a brand marketing partner, don't buy or rent data from Chase - the data you get could be littered with land mines of consumers who think they have expressed an opt-out preference.

And if you are locked into banking with Chase - say with a long term CD or mortgage - print out the article and walk into your local bank manager and ask for an explanation. You shouldn't expect to get one - but you should manage to shake them up. And if enough people went in and moved accounts based on the policy - it might actually change things!

Oh - and don't worry - I'm already checking to see if Chase has any data for mobile marketing!

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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

Monday, December 12, 2005