Direct mail's opt-out status backed by industry council - Brand Republic News

Sunday, October 14, 2007

Direct mail's opt-out status backed by industry council - Brand Republic News - Brand Republic

Direct mail's opt-out status backed by industry council - Brand Republic News - Brand Republic

I commend the IPA for taking the high road - even if their views were not endorsed by the industry heads making this decision.

If direct mail were to be made opt-in it would have a significant positive impact across the board in consumer views of direct marketing, a reduction in waste materials and a reduced green house effect from lower delivery volumes.

But those in the industry see this only from the myopic view of their own business. From Royal Mail to all of the supporting mail houses - reduced revneues. For the DMA's part - if there is only opt-in then the ability to sell and market lists is greatly reduced because so few of the lists allow for opt-in - especially from 3rd parties. I do not deny that they economic impact would be significant.

How can we find a way to protect the businesses who are most threatened by this - their employees and their share holders - while taking the high road when it comes to economics, being green and consumer preference ( which in case you missed it - is to STOP getting as much junk mail as possible from ALL sources )

I'm also still watching for the DMA or another agency to finally bring an opt-out solution for door-drop-marketing. How can you stop the endless tide of take out menus, estate agent flyers and other junk that comes flying through your letter box? Any ideas?

Just so you know, the Netherlands has an excellent solution and their economy hasn't fallen down!

UPDATE! -- DMA feels Door Drop marketing may be under threat. This article discusses the campaign in the Netherlands since 1990:

He added that while legislation would be too complex to set up for the doordrop industry, a door sticker initiative, in use in the Netherlands since the 1990s, could soon be a reality in the UK. The door sticker, which is also in use in France, Germany, Norway and Belgium, allows consumers to opt out of unaddressed mail completely including free newspapers, or to opt out of undressed mail but opt-in to free newspapers only.

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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

Sunday, October 14, 2007