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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Saturday, January 21, 2006

A Hard Cell - The Daily Free Press - News

A Hard Cell - The Daily Free Press - News

Looks like the Americans are waking up to the idea of mobile marketing... but are they "warming" up to it?

Third Screen media wants everyone to believe that consumers will access advertising via banner ads that are accessible via the mobile device.

As for brand extension - I think this has promise. For the incremental functionality of click-through and cookies and tracking - I'm still not convinced.

There are some contradictions in the post as well when Tom Burgess says, "It's all pull, none of it is push and none of it is spam," - but later goes on to say that messages will come through SMS Text messages - which are inherently push...

And as to whether or not it's SPAM... that's something the consumer will decide. It may be permission based marketing and the brand may have all the right legal protection to engage in the communication - but if the consumer decides that the message is SPAM - it's SPAM.

Third Screen Media is making lots of noise this year and they are definitely worth watching. I certainly hope that by June they still want us to be watching...

posted by Troy Norcross at 5:15 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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