Mobile marketing 101: Yes means no (until you say it twice)
Tuesday, January 16, 2007
I am starting my series on mobile marketing today and one of the key points to lay out first is the idea of the confirmed opt-in. This has become the de-facto standard for gaining acceptance from a consumer before reaching them on their mobile device.
What does this mean you ask? Normally, say for an email newsletter, you complete a form, click a checkbox that says you want to be contacted and viola. You receive an email with a link to confirm your intentions to join the list.
The same is true for mobile campaigns. It's actually more important in mobile due to the fact that it may cost the user money (text message fees, airtime, etc.) and the juvenescence of this form of marketing in the eyes of the consumer. (Some mobile campaign creators will actually triple confirm their users. This is a little excessive, but possible.) This confirmation can happen through a website, text message, email, phone call or through snail mail (*gasp*), but it needs to happen.
So this is the first standard that any marketer should follow for any mobile campaign. This is a new touch point for your brand. Consumers are very protective of their mobile space and will defend it against unsolicited marketing more than any other medium. If done right this can be a nice asset in your toolbox. If done wrong it can be a PR nightmare.
The MMA has a code of conduct document you should check out before doing anything else.
Past Mobile Marketing 101 posts:
- Mobile Marketing 101: Know thy audience
- Mobile Marketing 101: The push
- Mobile marketing 101
- Mobile marketing acceptance
- See all mobile marketing posts
mobile marketing, strategy, marketing, advertising, mobile devices, innovation, interactive marketing, trends