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, January 24, 2007

MediaPost Publications - Pushing The New URL - 01/23/2007

MediaPost Publications - Pushing The New URL - 01/23/2007:
"Ironically enough, offline media remain the most effective ways to engage users in mobile campaigns, Air2Web finds. Except for ringtone offers, which Web sites can demo easily, TV, radio and billboards beat the Internet for driving people to first engage a program via texting."
Gee - I don't find it ironic at all. Actually I find it rather intuitive.

There are very few use cases where mobile is a marketing channel all unto itself. Mobile works best when incorporated with other traditional forms of media.

This is a great article and it actually describes traditional marketing inviting consumers to use mobile as a "direct response" mechanism and then using "mobile direct marketing" to continue to engage them in a dialogue.

They do not talk about mobile advertising (mobile banners/mobile search).

I think there are some excellent points to be learned here for anyone considering adding mobile to the mix of marketing channels for engaging consumers.

posted by Troy Norcross at 9:12 AM  

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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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