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 17, 2006

Sneaky SMS Practices?

The Gripe Line Weblog by Ed Foster Now normally I'd be all over an article like this talking about how this is yet another example of questionable business practices - but I'm going to take a slightly different tack this time and talk about what the carriers have done for their own business practices to prevent these types of things happening.

Provided Mblox was in compliance with the carriers code of practice (and after all the trouble they got in with Jamster/Crazy Frog I can't believe they wouldn't) there are requirements for double opt-in to subscription services. It is not enough to receive a notice of advice of charge, you - the consumer about to be charged - must originate a message from your mobile phone and then you must reply to a subsequent message to verify that you understand that charges will apply.

If Dadamobile isn't following those practices - and if MBlox isn't enforcing those practices - and the consumer's carrier isn't enforcing their code of practice - then all bets are off. But my bet is that this is an example of a consumer who has changed their mind when they saw the bill.

The Wild West days of taking advantage of consumers who don't read terms and conditions or who are blatantly mislead by fine print and practices that don't just push the boundary of good business ethics but literally blow a hole in the boundary are long since over. Even now the ringtone market and other premium content services are complaining bitterly over drops in revenue associated with the requirement for double opt-in from the carriers.

posted by Troy Norcross at 10:38 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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