Adverblog: Bluetooth marketing and privacy concerns

Last week Martina had an entry about Bluetooth marketing - and again this week she reports about how Bluetooth marketing, privacy and SPAM are possible issues.
Adverblog: Bluetooth marketing and privacy concerns

Marketers latest attack - BLUE-SPAMMING

First there was Volvo - that decided to send business class travelers a special Volvo video clip while they waited in their BA lounge (as reported by Media Week (Media Week - Advertisers take a bite out of Bluetooth)

Now - Adverblog has discovered that Lowe's Cinemas are getting into the game. (Adverblog: Movies, advertising and stress)

What's happening here is called BLUE-SPAMMING.

Marketers are using Bluetooth technology to SPAM unsuspecting passersby with alerts that interrupt consumers. There is no express or implied permission to intrude on people's mobile devices in either if these venues (at least not anything in print).

And marketers are smiling broadly in saying that the anti-SPAM laws don't apply because they are using Bluetooth - and not SMS, MMS, e-mail or any of the more traditional methods of delivering content to mobile devices.

What's at issue is here is that there are still marketers that don't understand the incredibly personal nature of a mobile device makes reactions to a blatant and unsolicited invasion of privacy something that makes for BAD MARKETING.

But what if the content is cool?

The most common argument that I get when I try to discuss BLUE-SPAMMING with marketers is, "If the content is cool, then the consumer won't mind." Well - actually that may be true in the old 80/20 rule (80% of the people won't mind or maybe only 20% of the time people would get upset). From the marketer's point of view, if there are only a few people that mind - it doesn't matter. What they don't understand is that the voice of the few can have a mighty impact on the many.

But they can always just turn off Bluetooth.

OK - you're right. I could. So could everyone else. We could all just turn off bluetooth when we went out. And then we wouldn't use our bluetooth headsests - our bluetooth car kits - our bluetooth computer connections - and all those things that bluetooth was designed to do. Let me put it another way. "Why should I have to turn off my bluetooth avoid your marketing?" - That's right - I shouldn't.

And before you try it - the fact that I leave bluetooth on is not an implied permission to SPAM me. No - not even if you put a notice outside the door that says I should turn my bluetooth off if I don't want to receive advertising messages.

Consumer Call To Action

This is really simple - the BLUE-SPAMMING will continue unless 2 very significant things occur.

1) Every consumer who receives a BLUE-SPAM immediately complains to the manager on duty. The great thing about being BLUE-SPAM'd is that there is a human being right there to go and talk to. It's not e-mail - or even SMS - there is actually a live person you can go to and express your outrage at having your phone invaded by unsolicited marketing - BLUE SPAMMING.

2) This applies to any form of SPAM really - and it's only common sense - Don't buy it. Don't buy anything from anyone that sends you SPAM. E-mail, SMS, or BLUE-SPAMMING - they will quit if people don't buy anything.

In the meantime...

In the meantime I'll be bringing the issue to the Direct Marketing Association, the Mobile Marketing Association and the Mobile Data Association to get some discussions started on this latest attack on consumer's mobile devices. I certainly hope that legitimate marketers will not even start.

Until next week,




Sr. Consultant - Mobile Marketing
Pocket Reach Solutions, LLC

Digital Identity - A Natural Anti-SPAM

Tomorrow I will be presenting at the Digital Identity Management conference in London and talking about the benefits of Transparency when it comes to Mobile Marketing.

The underlying premise that I'll be working from is that when companies apply a high degree of transparency in not only who they are - but also how and why they feel they have a right to communicate with a consumer - they are much less likely to do so with a questionable source.

Digital Identity normally works by allowing businesses to assess the digital identity of their customers through a series of passwords, tokens, security questions and the like - but what about a simple means whereby a consumer can identify the business. And if we can identify the business we might even identify the specific communication from that business.

Transparency in List Brokering

In legitimate marketing practice there are three sources for opt-in:

• Direct/Explicit Opt-in: When a consumer openly asks for contact
• Indirect Opt-in: They are already a customer and "surely they wouldn't mind a friendly marketing note now and then" - or would they
• 3rd Party Opt-in: Where a consumer agrees to marketing from "trusted partners" of a brand or business they already know and like

Now - as it turns out - the first two of the above are perfectly fine and no one minds being very transparent about those opt-ins - but it's that sticky 3rd item - trusted partners

If a legitimate business knew that consumers would have clear and easy access to this information - I think businesses would be a lot more careful in deciding exactly who they considered their "trusted partners" - and how often they chose to share that carefully guarded customer opt-in permission.

And while we're at it - can I suggest that we extend this service to e-mail, postal, telephone and all other forms of marketing. Personally I would love to know exactly who "sold me out" -- and I'd like to talk to some people about their "trusted partners".

If we add transparency to mobile marketing (and or any other form of marketing) and the associated list brokering business we'll clean up that entire market segment such that consumer opt-in permission is given the high value it is worth - and cut out all those businesses getting rich selling our personal details without us being able to trace them back.

One last thought - and it's an important one...

With all of the legislation these days regarding e-mail SPAM you'll be interested to learn that some analysts estimate that up to 70% of the e-mail getting caught in your SPAM filters is actually legitimate opt-in mail. That's right - up to 70% of the SPAM can actually be traced back to a time when you gave your opt-in permission.

Internet Service Providers and e-mail houses are spending thousands of pounds (and dollars, and Euros, etc.) answering complaints and tracing these things back. And businesses are spending thousands defending their right to communicate and providing evidence of the opt-in. Why not just make the whole thing right out in the open and available to everyone -- now wouldn't that be so much simpler.

It's a shame that someone hasn't come up with an idea like that (shameless plug coming!) - and it's a shame that they aren't launching the new service for mobile today! That's right - Pocket Choice is now ready for the market. Check it out! http://www.pocketchoice.com

Sr. Consultant - Mobile Marketing
Pocket Reach, Ltd.

Regulators try to squash Crazy Frog | The Register

Really nice article about how Jamba continues to "take-it-on-the-chin"
Regulators try to squash Crazy Frog | The Register

I had an interesting conversation the other day with an executive at Hutchison 3G where he admonished me for putting down Jamba indicating that they have really cleaned up their act. So - it seems that Jamba is making peace with the Operators at least - if not quite yet making peace with the punters (the consumers)

The other comment that this unnamed Hutchison 3G employee made was in support of pushing the boundaries of legislation, marketing and more. He said, "That's what entrepeneurs do - push the limits." - It was almost like he was expecting it to happen.

Entreprenuers that push the limits of the law at the expense of the consumer - who focus on the make quick money and run mentality with no regard for the carnage of their brand and the markets they leave behind are a significant problem - at a cultural level.

Whether it's business people in India or in Essex, Jersey or Johanesburg - until consumers stop rewarding the lads that run the leading edge it will continue to create an environment where more and more everyday consumers lose out - and where long term legitimate businesses never get a chance to start because the market has been spoilt.

I don't know what the answer is... To use a very old quote from P.T. Barnum - "There's a sucker born every minute." - and someone is going to take their pound, their dollar, their rupee.

Troy

Watching what's going on in e-mail

Nice article about how e-mail marketing is moving in slow steps to clean up its act. First authentication - and then reputation/accreditation. How long before these services go the next step and add permission records?

StrongMail, Habeas Focus on Deliverability
StrongMail, Habeas Focus on Deliverability

Adverblog: Mobile marketing, it's a question of trust

This is a great opinion actually on a blog from Juanjo - but it's the summary line that makes the grade,

"Of course this is a delicate game that needs to be played by the rules. Cheat and die."

Adverblog: Mobile marketing, it's a question of trust

Adverblog: Small business explores mobile marketing

Adverblog: Small business explores mobile marketing

This is a nicely written summary of how permission is of significance whether it's a huge global brand - or just a small business.

Adverblog: MMS postcard offered by Lastminute

Adverblog: MMS postcard offered by Lastminute

So lastminute.com, iTagg and Mobycards have teamed up to provide holiday postcards from pictures taken with your mobile phone.

I went to the lastminute.com website and found all manner of terms and conditions about how iTagg will manually "vet" every single message for appropriateness. That does sound very labor intensive.

What was missing however was any reference to how your mobile number might be used for future marketing or communications. In other words - people would be blissfully unaware that by sending a postcard they will have also given their permission to receive mobile marketing messages for similar types of products - travel related, etc.

But because it is not made clear - it is very likely that those messages would be largely regarded as SPAM. I'm sure that consumers would welcome a more fully disclosed privacy policy relating to how their data will be used for this service. I did check the website Data Protection section - but no reference was made to the photo postcard service.

And as a business proposition...

Marketing, technology and mobile phone companies wonder why there are so many problems getting photo messaging to take off... This is a great example of very nifty application that has been priced out of the range of consumer adoption.

When the consumer realizes that they have to first pay for the MMS message - and then £2.50 on top of that to have their photo printed and posted - without any ability to see what it will actually look like - and without an easy way to add that personal touch that only hand writing "Wish you were here - nah! not really" can bring... This idea is not likely to do much more than prove that the technology exists.

Another example of a technical solution looking for a market demand... - and potentially looking for more mobile numbers to send mobile marketing messages.

MarketingSherpa.com : Practical News & Case Studies on Internet Advertising, Marketing & PR

MarketingSherpa.com : Practical News & Case Studies on Internet Advertising, Marketing & PR: "SUMMARY:
At long last text messaging campaigns are taking off in the US, due in no small part to American Idol's expanding three-year campaign. (40 million messages sent in the last season alone.)

We contacted the producers for behind-the-scenes info on what makes mobile marketing work. Includes copywriting tips and samples (harder than you think.) Plus, surprising advice about the Internet/mobile phone interaction:"

DMNews : Mobile marketing for beginners

DMNews carries an article by June Bower from Openwave Systems explaining the basics of mobile marketing".

The article covers permission as an express point clearly steering people away from unsolicited and untarged mass communications - Way to go June! (Now if you can just figure out how Openwave is going to make any money from this!)

Troy

Adverblog: Thoughts on outdoor advertising and SMS

This is a great piece discussing the importance of understanding your purpose and then chosing the right medium and/or a multi-modal communications strategy.

Troy

June 28, 2005

Thoughts on outdoor advertising and SMS

Integrate and innovate, this is the lesson Kinetic Worldwide is trying to teach its clients, educating them to the benefits of including mobile shortcodes on outdoor advertising. New Media Age (sub. req.) reports the company believes starting a mobile relationship via SMS is even more important than driving traffic online by adding an URL on billboards.

I absolutely believe shortcodes are an extremely attractive way to communicate with mobile users while they are waiting for something (a bus, a plane, a train) or for someone (in a square, in a pub, in a movie theatre). But we need to keep in mind why we want to start a relationship with a prospect. If it's just to entertain him (and so work on branding), than mobile phones can do an excellent job, but if we want to deliver information and therefore drive purchase intent, than Internet communications could be far more effective. Furthermore we need to consider shortcodes can be rather expensive to implement or if we choose the reverse billing model (premium SMS), we have to clearly state the costs the user is going to sustain.

Of course, when the mass of users will embrace the mobile Internet, this discussion will become obsolete, and we will probably see URLs on every piece of advertising. Everywhere.

What do you think?

Tag = mobile marketing.

Ken Livingston and Mobile marketing for the Mayor of London

So it seems that even Ken Livingston is interested in this new form of communication. What will be interesting is to see what it says about Privacy and Permission in the Terms and Conditions of this communication. There's nothing worse than getting political SPAM... and then using tax payers dollars to pay for it.

As a resident of London I'll try it out and we'll see what sticks!

Adverblog: Mobile marketing for the Mayor of London:

June 27, 2005
Mobile marketing for the Mayor of London

Incentivated has been selected by the Greater London Authority to provide targeted mobile marketing communications to Londoners. Texting the word 'Mayor' to the shortcode 62967 Londoners will have the possibility to discover a new range of location-based services and mobile commerce services such as the 'Ticket request by SMS'. Mobile marketing will also be used to promote events in the capital and inform people about the GLA initiatives.

[News via E-Consultancy]