You've got to get it right or consumers will shut you out. Understanding consumer preferences is the place to start.



  

Enter your address here to subscribe via e-mail:


Powered by FeedBlitz

Friday, November 09, 2007

Why data brokering is losing ground...

As a future GOM myself I would like to think there is another reason why data prices are falling - and that is because demand is falling. More and more reputable companies are growing their own lists organically - not through data brokers - and then protecting that asset - not selling out their hard-earned relationships.

The world is changing from

  • "selling out my customers to shady 3rd parties" - to
  • "including my trusted 3rd parties in m own regular communications with my customers".

If I run a newsletter for my customers I am happy to include an article or even an ad from a trusted 3rd party. I am not willing to give my entire CRM database to my trusted 3rd party. This is the way forward for the data industry. Sell "space" - don't sell data. Think of your business evolving to one of media broker where your media consists of newsletters, e-mails and other forms of trusted communication between brands and their customers.

Brands will ensure that only the highest quality and most relevant ads are approved for their newsletter - because if they don't consumers will unsubscribe. And that is the last thing a brand wants to see. The list won't be over used. The list won't be used by questionable 3rd parties. And the consumer will continue to trust their primary brand relationship.

My GOM status is as much consumer as marketer... If I don't know you - then I don't want you to call me, mail me, door-drop me, e-mail me - nothing. And if you try to reach me and think my name is "Occupant" - You're really doing yourself no favors at all. How can you even think you have applied even the most basic of targeting if you don't even know my name.

Gone are the days when consumers will tolerate the land-fill-marketing of the last 50 years. Today is about being green, buliding a relationship with a consumer, engaging in a dialogue and establishing trust. By the way - in case the point was lost on you - if you sell my data to a 3rd party - you have completely lost my trust.

So come on folks - stop thinking about "selling lists" and start thinking about "selling media" You'll make a lot more money - have a lot more control - and protect your customer relationships!

posted by Troy Norcross at 9:43 AM

0 Comments:

Post a Comment

Links to this post:

Create a Link

<< Home

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

 

Hosted by Unixguy.net