TXT4 Improves Service Offering- Mobile Marketing & SPAM

Wednesday, April 18, 2007

TXT4 Improves Service Offering

TXT4 Data Policy Update

During a recent conversation with Tim Carrigan, CEO for TXT4, I learned that there have been some significant changes to the way in which they process, hold and use consumer data… Changes that I think believe now place TXT4 in a strong position for best practice and a stronger evidence to their commitment for no consumer SPAM.

For those unfamiliar with TXT4 - one of their services allows consumers to send a text message to request a brochure or other information be sent by post. TXT4 collects the consumers postal address details and then forwards them on to the brand's marketing/fulfilment department. A unique aspect to their service was that once a consumer had registered their address, TXT4 kept those details and would use them again for any other brand or campaign, thus making it easier for the consumer.

After careful review and consideration, TXT4 found that customers were sometimes of the belief that they were providing their details to the brand associated with the marketing campaign and were unaware that they were registering with TXT4 – even though TXT4 included a privacy policy notice on their SMS response and even though this information was made clear on the TXT4 website.

As a result, TXT4 has implemented the following new policy regarding their data processing:

Consumer data will be held on behalf of a specific brand and will only be used to satisfy the original request and any subsequent requests from advertising for that brand. For example… If I respond to a Vauxhall campaign in the Spring, my details may be used again for a Vauxhall campaign in the fall, but would not be used by a campaign which TXT4 is running for the NHS or any other brand.

Now the reality of consumer data is much more closely aligned with the consumer's perceptions. And in the world of building consumer trust - this is quite a good thing.

Well done TXT4!

NOTE: Watch this space for some new products from TXT4!

P.S.

Oh yes – and as for the privacy policy link on their website – much easier to find.

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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, April 18, 2007