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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Sunday, March 19, 2006

Product Placement

Consumer group objects to any relaxation of product placement ban - BR Bulletin - Advertising, Marketing, Media and PR news by Email - Brand Republic

The ever growing push back from consumers against marketing. In this article the National Consumer Council expresses concern at allowing product placement as part of programming.

Marketers are bemoaning the death of the 30 second commercial with the advent of PVRs (define) and the fact that more and more consumers are switching off television in favour of the Internet.

Driving marketers to mobile

This trend away from television is driving marketers to experiment more with new and emerging marketing solutions including mobile. And while that is good, there is a certain desperation in their efforts that comes through. Too often the first attempts at mobile marketing are based on traditional marketing philosophies and styles ( broadcast more SPAM to the masses - just use mobile ).

So - while the death of the 30 second commercial may mean more opportunity to develop mobile - we need to temper the efforts and find the best way to use this channel or we'll kill it before it ever really finds it's place!

posted by Troy Norcross at 4:18 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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