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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Friday, February 03, 2006

Text Advertising to Students

Diamondback Online - Text-messaging advertising service to start in months

An interesting article describing how students agree to receive text messages as part of a larger scheme to offer them free relevant content including class cancellations, student organization updates, etc.

There is keen awareness of the sensitivity to the medium as they clearly state a few key guidelines:
Students get no more than 2 marketing messages/day
All messages are interest based and opt-in
Advertisers have no direct access to consumers through the service unless the Opt-In separately with the advertiser.

In limited scope such as this I think the medium will have broader appeal - but will struggle on the revenue side as advertisers will see very few opportunities to send messages.

The proof is in the pudding as they say - but I'm going to bet that even with small numbers of messages the advertisers will get a higher response rate than they have seen on other forms of marketing because mobile - when permission based - is so very effective.

Remember - it's got to be more than clever - it's got to be TRVR... Timely, Relevant, Valuable and Requested.

posted by Troy Norcross at 1:33 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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