Bill Mooney on 'The Pests in our Pockets'
‘The Pests in our Pockets’…was the headline which recently screamed at me from one of the broadsheets. ‘Junk text messages are assaulting our mobiles’ the article sensationally claimed. What followed was a clear warning to the consumer to be cautious when divulging their personal details and a list of precautions to protect your mobile from an onslaught of unsolicited mobile marketing messages.
With my consumer head on it was easy to empathise with the content of the article, but my feelings soon turned to frustration. Here we go again! Another channel – another gateway open to abuse by companies eager to sell and promote their products and services in an ever competitive market place. Marketers are constantly trying to find new ways of reaching and making contact with customers and we’re all too aware that Britons love their mobile phones. It’s the pocket pal that few of us can function without. And with the sudden explosion of a new breed of phones – Blackberry, iPhone, Google’s GI – with sophisticated software and internet capability, means that those of us who do have mobile phones are relying on them for an ever-broadening array of functions.
Many of us also feel our mobile phones are our last means of privacy. We control who has the privilege – yes, privilege - of contacting us by our mobiles – don’t we? Well yes – actually we do. However like any channel to market, you will get those companies who take risks and contact their customers any which way they can and here lies the problem. Invading the privacy of our mobile phones is marketing suicide, unless of course I’ve given my permission for you to contact me via this channel. There’s nothing more irritating than opening a text message from somebody you don’t know or don’t expect. It breeds a feeling of contempt, so of course you switch off immediately.
The obvious question to ask yourself is - “do you capture the correct contact information and consent to use such channels as a mobile phone to communicate to a customer at the very start of the relationship?” If not, you’re definitely missing an opportunity.
The key is making the very first time you engage with a customer by their mobile a great experience. For example, texting them a spa voucher just as they book into one of your hotels with a ‘welcome and enjoy your stay’ message. This not only enhances the customer experience but also opens up a new channel to build the relationship and loyalty. Subsequent messages should then be peronalised with news, offers and incentives appropriate to that person– all welcome communications providing they are relevant and timely.
Mobile marketing will become an even more powerful route to market when part of a highly personalised contact strategy. The foundation of success is being able to have a complete view of each customer’s individual identity, who they are, what they like, when they buy and what they’ve bought in the past. You can use this identity information to trigger personalised campaigns across any channel based on their last contact with you. Powerful marketing – and you decrease any risk of irritation associated with using new communication channels.
The recession has had little effect on the use of mobile phones. Mobiles are viewed as a necessity and as I mentioned earlier are increasing in their sophistication. This presents a huge opportunity for us marketers, so let’s get it right. And this means – lets communicate in a responsible way.
June 2009