Prediction for 2006- Mobile Marketing & SPAM

Wednesday, January 11, 2006

Prediction for 2006

I've only got a single prediction for 2006

By the end of 2006 I would hope to find at least one publication (besides mine) that has the following headline:

Mobile Marketing is DEAD! Long live Mobile CRM!

While a bit on the dramatic side I think the possibility truly exists that mobile marketing the way that people are thinking about it today will be marginalized in favor of using the mobile as a CRM tool to communicate with customers and to establish a meaningful dialogue.

Yes - some of these messages will include marketing of additional products and services, but first and foremost the content will be focused on maintaining the relationship with the consumer and building loyalty.

As mobile marketing matures certain activities are growing at such a rate that they are developing their own labels (like Mobile CRM). Using mobile as a customer response mechanism for voting and contests/promotions will continue, but more likely as a way to extend the customer relationship than as a way for acquiring new customers.

Mobile content will break out as its own service. Marketing to promote mobile content services will be done largely via traditional means including television, radio and print - and yes some mobile promotion through WAP sites... but mobile content will be separate from mobile marketing.

So - if we put it in a summary - here's the overview:

Mobile Marketing - Slowing ( never really taking off )
Mobile CRM - Growing as brands learn how to have a meaningful dialogue with consumers on the go
Mobile Response - Growing - Classic voting and customer participation to start the dialogue will continue in direct relationship to traditional media spend

Mobile Marketing is Dead -- Long live Mobile CRM.

Troy

Just as a postscript - yes that would mean that mobile marketing and SPAM would be a marginal topic as well... hence why I've chosen the domain name consumer-preference.com - It's about how consumer's prefer to communicate with brands and within communities. So by 2006 you could see some other changes in the story line here as well!

1 Comments:

Sin Hang said...

Please see my blog entry on Mobile Marketing here: http://wirelessdispatch.blogspot.com/2005/12/mma-survey-on-mobile-marketing.html

2:36 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

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

Wednesday, January 11, 2006