Organic and Free Range Lists- Mobile Marketing & SPAM

Wednesday, May 10, 2006

Organic and Free Range Lists

Oraganic is not just a word used to describe chicken and beef, it is also a way to describe a list of consumers and their content information that is grown through good old-fashioned hard work. No additives or preservatives and no chemical treatments. In list speak that means no burying permission in dodgy terms and conditions and no using lists past their sell-by date (which is 3 months since last communication in case you were wondering)

And free range - you know - out in the wild as opposed to in tiny cages stacked one on top of another with narrow scary halls and hideous screams coming out from the blackness. In list speak that means that you don't buy lists from people that can't show you the credentials that were used to capture the opt-in and that it clearly states 3rd party permission.

Making, and Marketing, a Mobile Campaign: "As for SMS or other 'push' communications, the same double opt-in procedures used to build e-mail lists should apply when a mobile offering will require repeat communications. 'Consumers must know what they're signing up for, and know about any charges that apply,' said Darracott."

If you want to communicate via mobile (or e-mail for that matter) it's best to grow your own list and to do so using organic and free range principles. If you're going to buy your lists, make sure that your supplier has followed the same best practices.

Every name and contact information should have the following:
Time and date stamp as to when permission was acquired
Access to the exact verbage covering 1st and 3rd party opt-in
Statement showing that opt-in was express and not implied. i.e.; the consumer has to actively opt-in (tick a box or take some other action) as opposed to have opt-in apply as part of the terms and conditions.

And if you don't?

Well - you might be within the letter of the law but you certainly won't be within the spirit of the law. Consumers are a fickle bunch and just like produce that isn't organic and free range - it may have a long shelf life but the quality won't be nearly as good.

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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

About Me

Name: Troy Norcross

Location: London, United Kingdom

I believe very strongly that consumers have a right to privacy. Just because it is getting harder to reach consumers doesn't mean that marketers should be (or need be) more devious or more forceful in their attempts to reach us. In fact, quite the opposite. Many of us are happy to be contacted with relevant, timely, meaningful offers. But it's going to be on our terms. No longer victims of aggressive marketing, we want to participate in the process with trusted brands and partners. Come and hang out with me here on Consumer Preference and learn how as a consumer you can have more control than you thought - and, if you're a marketer, how you can reach people in an effective and respectful way. You can reach me at the email link below.

Mobile Marketing & SPAM

Wednesday, May 10, 2006