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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Tuesday, January 24, 2006

PRESS RELEASE CEO America and Txtstation Mobile Marketing


PRESS RELEASE CEO America and Txtstation Mobile Marketing

This might have some real legs to it as it is the first time I've seen a complete solution that embodies so many of the core elements of successful mobile marketing.

a) A dedicated commitment to promotion via traditional media - actually making a call to action to the consumer that is actioned via the mobile device.
b) An understanding of TRVR (Timely, Relevant, Valuable and Requested). With programs being event centric and consumers making the first step - this ticks all the boxes.

But what happens later?

Where is the fine print going to be displayed? What permissions will be granted when consumers play? What is in the fine print of earning the CREDITZ? How will consumers know that they aren't going to get SPAM'd at some point well after the event when A) and B) above don't apply? And what will happen the first time they do?

In my view if the system is used expressly for event style marketing and no further communications are made - this will be best. It will only take a couple of bad SPAM runs and people will not participate in the programs any longer because of fear of mobile SPAM.

A quick read of their Privacy Policy leaves me feeling more confident that they are headed the right direction - but it really only discusses how they do e-mail.

Gaming and Gambling?

This is the other aspect of the program that I wonder about. Part of the appeal will be the gaming/gambling aspect. I wonder what legislation they will have to go through to meet compliance in this area? From my experience trying to run a simple give-away program in the US every State has their own requirements on how things have to be done and it might be as extreme as a requirement to be registered to do business in every state you plan to operate.

posted by Troy Norcross at 2:02 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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