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, January 07, 2007

Mobile - 1st it is a response mechanic

Burger King turns to mobile to serve its customers

This article by Alice Z Cuneo describes how fast food retailers in the US are trialing mobile and learning a lot along the way. But the specific point that I want to make from this is one that seems to be hugely unpopular with the majority or marketers.

Mobile is 1st - and foremost - a response mechanic.

That's right. Mobile is about letting consumers communicate with brands - not the other way around. And the only way you do that is to reach your consumer 1st via traditional marketing. Whether that is an on-pack promotion, print, radio, television - or people standing on a street corner handing out flyers ( which I personally object to ) - you have to use traditional media to reach the consumer first.

THEN it becomes a marketing channel

Once you have the consumer on board - and they have sent in their first text and chosen to opt-in to hear from you again, THEN mobile becomes a marketing channel.

You can send your consumer valuable coupons, sponsored ringtones and games, links to your WAP site - anything that will continue the relationship and ahderes to the TRVR (Timely - Relevant - Valuable - Requested) hallmark.

Why is this so blasphemous?

Marketers don't want to hear about a new response mechanic, they want to hear about a new means to reach new consumers and they think that mobile is it. Do you want to know why?

For the answer, check back next week.

posted by Troy Norcross at 7:17 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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