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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Thursday, January 19, 2006

The miracle of media hype - Mobile TV

Carlo said it best: Please, Make the Mobile TV Hype Stop and I couldn't agree more.

There are a number of articles talking about a recent trial by O2 for Mobile TV - One from Brand Republic is here. And Mobile Entertainment writes... HERE.

But what does all this have to do with mobile marketing and SPAM? Well - from a SPAM perspective - not much. But from a mobile marketing perspective, quite a bit.

One message we could take from this is that consumers are willing to watch on the small screen - but most are unwilling to pay the price needed to justify the service - but definitely willing to watch advertising to support the service. Ad supported Television - there's a novel new idea.

I'm also very interested to understand what this service does to battery life. Fundamentally people have a mobile phone for the purpose of communicating - voice or text messaging (SMS). If they have run their battery down watching television (or playing music or games or whatever) and they can't make phone calls - what next?

What is the true consumer preference? What is the possibility of a separate DVB-H device that is only for television. So - you can still use your phone for what is was intended for. Or even better - why not put the DVB-H receiver into the iPod video? - Now that starts to make much more sense.

Ok - I'm on a roll now - and what if you put the basic GSM technology into that iPod video and gave people in the UK what they have at home with "Red Button" style access using SMS as the bearer. Now that would be a compelling device. - Don't you think?

Your comments are absolutely welcome!


Troy

posted by Troy Norcross at 10:17 AM  

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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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