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, November 07, 2007

Australians - Serious about SPAM

I was incredibly disappointed when the US CAN-SPAM legislation was hijacked by lobbyists and converted from serious legislation to address the problem of SPAM and worked on the basis that all marketing must be Opt-In - to detailed instructions on how you "can SPAM" your customers so long as you adhere to some basic guidelines.

Australians are clearly more focused on protecting the citizen from aggressive marketing than they are focused on keeping the lobbyist money coming into their campaigns.

If you send SPAM in Australia it can result in fines up to AUS$1.1M per day for repeat offenders. Now that's what I call a disincentive.

-- And speaking of disincentives --

I was recently traveling on a cruise and one of the stops was in Rome, Italy. The tour guide pointed to a man with a bunch of luxury hand bags spread out across a blanket on the pavement. "Don't buy anything." he advised, "It's illegal for you them to be selling the goods, but it is also illegal for you to buy them." I love it!

If you issued a £250.00 fine for everyone who bought Viagra from a SPAM e-mail - and made it very public - no one would ever buy Viagra from a SPAM e-mail again. And if no one buys the products from SPAM e-mail ( or mobile SPAM for that matter ) guess what - the problem goes away.

posted by Troy Norcross at 2:35 PM

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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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