Britvic Signs up with Enpocket

Media Week reports that Britvic has selected Enpocket for their partner for all mobile marketing. This includes the UK Britvic brands Pepsi, 7UP, Tango and others.

But what is really interesting to me here is the limited reference to the fact that Enpocket is partnering "along side the group's roster of marketing agencies".

Mobile is not a marketing strategy all unto itself but is part of a larger marketing campaign where mobile is one channel.

Using mobile for consumer response to an on-pack, print , television or radio campaign is good business. Most of those responses are purely SMS in nature.

As devices and networks improve there is more and more talk if picture messaging, mobile coupons etc. However, the consumer uptake on this has yet to be fully realized.

This is much more about a transport deal where there are very small margins and hopefully high enough volumes to make the service worth while to Enpocket.

There has been talk in the industry for some time that the marketing agencies will start buying inbound and outbound text and picture messages just like they currently buy banner ads or space in magazines - it will be just another media.

The difference will be the tight regulation and control required for opt-in permission management.

Enpocket does a good job of talking about permission management and opt-in lists - but spent the early days trying to build a business model on list brokering - a practice that I generally frown on because of the risks to brands that use 3rd party lists. The risk of being tarred with the SPAM brush. We don't hear much about the great revenue from the list rental of the Royal Mail's some 300K opt-in subscribers under the careful stewardship of Enpocket... I wonder why.

Enpocket is also a great one for spinning research to suit the marketing messages that are needed. You might look for another posting about Enpocket over on Statistics Debunked in a few weeks.


Troy