GUEST AUTHOR – MOBILE MARKETING
Rules of engagement
Brandsneed
Overthelast12months,the Atitscore,themobile experiencetheyreceiveisa
mobilemarketingindustryhas deviceremainshighlypersonal positiveandpredictableone,
todelivera
seenexceptionalgrowth, and,tomakethemessages andprovidethemwithrecourse
increasedcollaboration consumersreceivetruly foranybehaviourthatthey
messagethat
betweenbrands,operatorsand powerfulandvaluable,there findbothersome.
digitalagenciesandagrowing mustbeanunderlyingelement Formarketers,weneedto
isrelevantand numberofsuccessstories oftrust;consumersneedto encouragethemtomoveaway
ofvalueto
aroundhighly-effectiveusesof haveconfidenceinthemobile fromthetraditional‘push’or
mobilewithinmarketing marketingexperience. interruption-basedformof
theconsumer.
strategies. Withoutthisassurance, advertising,andadoptthesix
Withfasternetworkspeeds theimpactofthemarketing centraltenetsofapositive
andbetter,morecapable messageismutedandcould consumerexperience:
handsetsinplace,itsalways-on, beviewedwithsuspicion Choice
always-availablenature, anddistrust. Control
targetingandpersonalisation Ifyouthinkaboutit,ifa Customisation
capabilities,locationawareness consumerdoesn’ttrulybuyinto Consideration
andinteractivedialogue,the andunderstandtherulesof Constraint
uniquevalueofthemobile engagementforthemessages Confidentiality.
channelformarketingpurposes andmarketingprogrammes Theseformthebasisofthe
isbecomingclear. theyarereceivingandhasthe MobileMarketingAssociation’s
Inmyeyes,oneofthemajor worrythatthemarketerisnot (MMA)globalCodeofConduct,
remainingchallengesforthe actingresponsibly,thechances anditsConsumerBestPractices
mobileindustryistobuildfaith aretheywillhitthe‘delete’ intheUS:
amongconsumersthatmobile buttonateveryopportunity.
marketingisapositivewayto Brandsusingmobileasa 1.Choice.Theconsumermust
engagewiththeir marketingchannelneedto ‘opt-in’toamobilemarketing
brandsofchoice. projectanddeliveramessage programme.
Sincethe thatconsumersbelieveis Consumershavearightto
consumeris positive,relevantandofvalue privacyandmarketersmust
centraltothe tothem. thereforegainapprovalfrom
mobile Whenacustomerknowsthe consumersbeforecontentis
marketing messagestheyarereceivingare sent,andincludeclear
experience, trustworthyandofgenuine directionsonhowto
thisistheonly relevancetothem,that’swhen unsubscribefrom
waywecan atrulyeffectiveengagement communicationshouldit
ensurea betweenbrandandcustomer becomeunwanted.
successfuland canreallybegintodevelop. Thisensuresconsumer‘pull’
sustainable ratherthanconsumer‘push’.
industryfor Leveloftrust
all. Sohowdowebuildand 2.Control.Consumersshould
developthisleveloftrust havecontrolofwhenandhow
withconsumers? theyreceivemarketing
Howdoweensurethat messagingonthemobilephone
brandsareabletobuildatrue andmustbeallowedtoeasily
dialogueofinteractionwith terminateor‘opt-out’ofan
theircustomer? unwantedprogramme.
Educationofbothconsumers
andmarketersalikeiscrucial. 3.Customisation.Anydata
Forconsumers,weneedto suppliedbytheconsumermust
makesurethattheyareaware beusedtopersonalisecontent
ofallthesystemsandpolicing (eg:restrictingcommunications
mechanismsinplacetoensure tothosecategoriesspecifically
thatthemobilemarketing requestedbytheconsumer),
26 May2009
www.dmi-news.com
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