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Wednesday, December 07, 2005

textually.org: MMA issues Bluetooth marketing warning

On 23-November the MMA (UK) released the latest Code of Practice for Mobile Marketers. Although the code covers all areas of mobile marketing there was a special section added this time to discuss Bluetooth Marketing.

textually.org: MMA issues Bluetooth marketing warning takes an excerpt from the full article in New Media Age.

"We have addressed the Bluetooth issue head-on by recognising it does not clearly adhere to European privacy regulation as it has an unsolicited nature," said MMA chairman Nick Wiggin. "Sending an initial message to ask if people want to receive the campaign is still an un-opted in message receipt."

So - there we have it. The UK's leading mobile marketing industry association has offered solid guidance to marketers using Bluetooth marketing and answered the question, "Is the request to receive information subject opt-in requirements?"

posted by Troy Norcross at 4:39 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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