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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Thursday, October 18, 2007

Mobile Marketing Infomercials

It's articles like this that really make me wonder why we are surprised that mobile direct marketing is getting traction - and it is all for the wrong reason.

15-25% response rates - From the 1% of the original marketing you used to capture your opt-in lists - is great... But they don't mention that you need to work hard to earn your customers trust and offer real value through traditional marketing in order to secure someone's opt-in permission.

And don't even THINK about buying a list of numbers. You want to get hit with the SPAM label - then sure - go for it. I don't care how good the 3rd party opt-in permission claims to be. People who are already irritated at the thought of getting SMS mobile direct marketing will be even more irritated at you - and your brand - when you start sending them messages and they don't know you - haven't given you their number and generally have no interest in your product.

A bit of hype is part of marketing. It is all about the spin. But come on folks. Let's get real. Mobile direct marketing is either going to change to a responsible form of meaningful trusted dialogue - more CRM than customer acquisition -- or we're going to kill the beast altogether and be left with mobile advertising via banner ads and mobile search. (Which - by the way - is not such a bad thing.)

So - my point is this. If you read about mobile offering incredible resopnse rates. Ask them to show you the data. Ask them how they got the source numbers. Ask them what creative they used to build that list of opt-in permissioned mobile numbers. Ask these late night informercial jockeys the questions that make them squirm --

posted by Troy Norcross at 8:42 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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