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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Tuesday, January 16, 2007

Transparency in list rental - List Brokering gets clean(er)

Reading through the news this morning I came across a fellow blogger who feels almost as strongly about mobile SPAM as I do.

Ok - here's my idea and it is one that I've had for a long time.

Let's start making it a requirement for advertisers to provide access to the source of the opt-in. In other words. tell me what box I ticked (or didn't tick). Show me the terms and conditions where I agreed to this. Explain to me what existing business relationship I have that permits this communication.

List brokering is BIG BUSINESS. If we add an entirely new level of transparency to this business it will cause a few very important things to happen.
1) List owners will be a lot more careful about how often - and to whom - they rent their hard earned lists.
2) The resulting increase in value of a transparent list will go up causing the price of list rental to go up resulting in fewer low quality campaigns.

posted by Troy Norcross at 8:38 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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