Mobile Marketing teaches us all a lesson

The Mobile marketing Association is developing a code of conduct that stresses best consumer practices built upon the followings tenets:

1. Choice: mobile marketing is acceptable only to consumers who opt in (applicable to all interactive marketing in my opinion).
2. Control: consumers who opt in must have an easy way to opt out (I would expand this to say that we must empower consumers to create value for your brand via fun and engaging media as well).
3. Constraint: consumers should be able to set limitations on messages received (yes, we should be allowed to say what is published to us).
4. Customization: analytical segmentation tools will help advertisers optimize message volume, ROI and relevancy to the consumer (see my prior post on the congruence between Companies and Consumers).
5. Consideration: consumers must perceive value in any mobile marketing campaign (I guess this is being considerate, but I would argue that every campaign should increase consideration because it is natural and persuasive).
6. Confidentiality: privacy policies must e aligned between the carrier and the brand (yes, yes and yes).

Comments

Post a Comment

Popular posts from this blog

57 Years After the March on Washington, Have MLK’s Dreams been Realized?

I have a dream that one day this nation will rise up and live out the true meaning of its creed: "We hold these truths to be self-evident, that all men are created equal."  – Dr. Martin Luther King, Jr. (August 28, 1963) Fifty-seven years ago, Dr. Martin Luther King, Jr. led the March on Washington D.C., where 250,000 people gathered in one of the largest political rallies in U.S. history. The March is credited with helping pass the landmark Civil Rights Act of 1964, and Dr. King delivered his famous “I Have a Dream” speech from the steps of the Lincoln Memorial. While Dr. King’s speech is rightfully immortalized, fewer remember that the March’s organizers at the time also had very concrete political demands that were as much about economic justice as racial equality. On the recent anniversary of the March, I began to wonder whether or not the March’s “10 Demands” for freedom, education and equality have been realized – and, more importantly, what we still need to do as a nat...
Read more
MEGATHREATS? MAYBE, BUT NOT INEVITABLE I recently read "Megathreats: The Ten Trends That Imperil Our Future, and How to Survive Them" by Nouriel Roubini (made famous as the predictor of the 2008-9 housing crisis). It is purposefully, "alarming. Roubini lists 10 "Megathreats:" The mother of all debt crises -- he points out that public and private debt is 350% of Gross World Product. He forecasts that defaults like Argentina (9 times since 1816 independence) will be commonplace. The bailout trap -- when banks go bad, government bails them out; when autos go bad, government bails them out; when utilities fail...you get the point. The demographic time bomb -- western civilization (and Japan) are rapidly aging. Old people don't produce, and young people don't save. The easy money trap leading to cycles of booms and busts. Stagflation Currency meltdowns Border closings and deglobalization -- immigration into the north from the south has kept labor ...
Read more

Will We Waste the Lessons of the Covid Crisis?

 We find ourselves at a critical moment in the world’s history. Our country has weathered a global pandemic and economic collapse just a decade following a catastrophic financial crisis—the Great Recession. We have survived, but is that enough? Don’t we want more for every citizen and our communities? For ourselves and our families? A sense of urgency can serve as a catalyst to improve our lives, but we must avoid falling prey to the hysteria trap set by many in politics and the media. The world is not ending. And clearly, the 2020 coronavirus pandemic has accelerated many changes and advancements in the way we work, including greater flexibility in where and when. This, in turn, has created tremendous workplace diversity from a geographic perspective. The global pandemic has also energized innovation and progress in the way we obtain professional services. Perhaps the biggest example is telemedicine, which leverages technology to make a board-certified profession available to ever...
Read more