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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Wednesday, April 05, 2006

MediaPost Publications - Mobile Spam Flourishes - 04/04/2006

MediaPost Publications - Mobile Spam Flourishes - 04/04/2006
Be sure to read the entire article - there are some good statistics beyond the opening salvo about SPAM!

Mobile Spam - is it going to be a real problem?

It's probably one of the questions I get most often. And the answer is a very definite maybe.

Will Mobile SPAM ever reach the deafening proportions of e-mail SPAM? - not likely. The economics of e-mail make it virutally free to SPAM people all over the world - not so with mobile. And access to the Internet means that anyone with a sense of greed and an absence of morals can setup a SPAM shop anytime anywhere... not so with mobile.

However - we need to be carefully aware that not everyone means the same thing when they say SPAM. To most consumers a mobile message will be SPAM if it is something that they don't want at that moment. It doesn't matter if they have given an opt-in permission to receive it or not. If the message isn't timely, relevant, valuable and requested (TRVR) they are likely to consider the message SPAM.

So - while mobile SPAM will never reach the same proportions as e-mail SPAM, the sensitivity of reaching someone on their mobile will make the number of complaints about SPAM all the louder from more people possibly giving the perception that the mobile SPAM problem is bigger than it really is.

posted by Troy Norcross at 5:27 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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