Contempt for the consumer in text-message spam

24 September 2006 - 10:13pm — Laura Scott

Actually, I'm surprised this is only starting now.

Get ready for the inbox on your phone to fill up faster. From fast-food chains to carmakers to consumer goods manufacturers and sports franchises, more and more companies are adopting text messaging as a way to target consumers on the move.

That's right. Once again, international corporations are looking for new ways to invade your space and push their sales pitches into your face.

No web 2.0 for these folks. No viral marketing, no sirree.

Consultant Frederick Newell says companies using text messaging should move carefully because of privacy concerns and must get customers' permission first.

Like they got your permission to show 15 minutes of advertisments for consumer products and tv shows at the beginning of theatrical films.

SmartReply, the Irvine, Calif.-based marketing firm involved in the Meijer campaign, said consumers need not fear a bombardment of unwanted messages from the burgeoning industry.

"Mobile marketing has the power of e-mail but we've learned from the mistakes of e-mail in that the mobile channel is regulated from the beginning in terms of spam," said Mike Romano, the company's executive vice president of business development.

Call me a cynic, but I'll believe it when I don't see it.

About the author

Laura Scott is President of pingVision.

Comments

29 September 2006 - 9:39am — Flower Delivery (not verified)

What's next?

I'm sick and tired of it. Advertising in the newspaper, on tv, on clothing, on buildings, in the sky, on your computer, in your mobile phone. What's next ? In your dreams !?

7 October 2006 - 11:51pm — Eric Holmen (not verified)

Consumers Controlled Marketing

I'm the EVP from SmartReply - the company featured in the Meijer story you refer to.

I agree with you both. The article you mention is from SmartReply's client Meijer stores, and we have many more doing this type of program around the country. Although we're extremely cautious about being relevant, many companies out there are not. What's different about text messaging is that the mobile carriers (i.e. - Verizon, T-Mobile, etc) own the channel network and if they see spam coming across, they shut it down. It's in their best interest that you like your phone!

So - we work on strategies that the consumer would seek out a concierge for - tell me 6 hours before gasoline prices go up (that's the Meijer campaign), tell me when my photos are ready or when my prescription is filled, or tell me when the weather is just right and the crowds are gone on my favorite hike.

The good news is that the FTC is making some important legislative changes (http://www.smartreply.com/marketingRevolution/) as of last week - these will begin to put the ultimate power into the customer's control - to advertise customers will HAVE TO invite the advertisers to their own private party. ("THE OPPOSITE OF INTRUSIVE" at http://holmen.typepad.com/).

Also - 'Flower Delivery' is right - too many media channels not only make advertising increasingly present (tv programs are getting shorter and ads are getting less relevant in many cases), but the consumer begins to lose trust in the ads and the brands that are advertising them. This is bad, and will only be fixed when consumers have ultimate control (sorry for another link: white paper "MEDIA FRAGMENTATION AND THE EROSIION OF CUSTOMER TRUST" at http://www.smartreply.com/mediafrag05.html).

So - I like this conversation because it's pointing out what is obvious to all of us as customers - we're tired of irrelevant ads being pushed on us every time we turn around.

Best,
-Eric

8 October 2006 - 8:44am — Laura Scott

I'll believe it when I see it

I have no doubt about you or your organization's good intentions, but we're talking about an advertising-driven consumer economy, and as more and more people tune out of the pretty awful television shows the tassled loafer set in Hollywood dreams up as commercial delivery vehicles, the agencies and merchandisers are going to push somewhere else, and I have no illusions that the telecom companies have the consumers' best interests at heart. The market forces will be working against the ideals you espouse, and it won't be long, I feel, before the palmtop/cell phone/whatever will become yet another spam delivery system.

Why? Because these systems are owned and operated by the big huge international corporations that live and depend upon the hit-driven economy, and long-tail strategies like opt-in infomercials and the like won't serve the overhead and profit demands of their stockholders and well-paid managers.

Color me cynical. I sincerely hope I'm wrong.

27 January 2007 - 3:56pm — kelvin (not verified)

As a Meijer customer, I can

As a Meijer customer, I can tell you I am gratefull for teh Gas Alert program. I own a suburban vehicle and 10 censt savings per gallon on a 30 gallan tank is $3 more in my pocket. Thank you Meijer.

Kelvin from Indy