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Tuesday, February 28, 2006

Operators Join Forces to Tackle Mobile Spam

Operators Join Forces to Tackle Mobile Spam

The GSM Association is now working on a code of practice to help further reduce the occurrence of mobile SPAM by putting in place new contractual and process checks to identify SPAM that originates both on and off network.

Tina Southall from Vodafone is quoted as saying that mobile SPAM from SMS and MMS messages can be managed down to 1% compared to 70% of all e-mail traffic.

But what about the other half of the planet? This code is for all GSM operators, but what about the CDMA operators like Sprint and Verizon? Should we expect to see something similar coming from CTIA or other?

But what constitutes SPAM?

Yes - what is SPAM as part of this definition? And more importantly, does that align with the consumer's idea of what is SPAM?

I would suggest that a significant percentage of the messages that are reported as being mobile SPAM can be traced back to a point where a consumer failed to read terms and conditions appropriately and that they have actually given their opt-in permission.

Most consumers complain that a message is SPAM if a message interrupts their day in a way that does not add value. If it's not TRVR - Timely, Relevant, Valuable and Requested - it's probably going to be perceived as being SPAM.

As there is a significant chance that the operators will control the flow of blatant SPAM, I'd like to see a "bigger picture" approach put forth to educate marketers about how to ensure that their communications are not perceived as being SPAM.

posted by Troy Norcross at 10:40 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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