I didn’t start this blog to do this but sometimes things get me so mad and mobile phone marketing has done just that and I need to get this off my chest.
Well to be fair it’s not exactly mobile phone marketing itself but the actions of some marketers who frankly I think should know better.
The latest bandwagon has just rolled into town and we are all expected to ride out on the wave of euphoria that is marketing using people’s mobile phones.
Get the headlines:
5 billion people use mobile phones
There’s a 97% open rate
Sounds good until you really think about it: -
How targeted is the message?
Why are people opening the messages?
Answer 1 - it cannot possibly be targeted
Answer 2 – because people think messages on their phones are from people they want to hear from!
And there’s the bigger problem and what I would call this method of marketing:
How to piss off 97% (that’s not 100% because there’ll always be some people brain dead enough not to mind such a blatant intrusion into their life) of mobile phone users.
SIDENOTE – sorry about the language but I really am mad at this!
"Doing anything special? No you sell away"
So who will make out of this?
The guys telling you how to make money from mobile phone marketing that’s who!
Let me state this loud and clear here and now: -
If anyone, and I mean anyone, ever sends me a marketing message on my mobile phone I’ll throw every possible resource at you to get you closed down. That means Data Protection issues, that means spam rules, that means cold calling rules, that means some obscure rule laid down by some government department. I’ll find something and there WILL be something to find rest assured. It’s bad enough getting cold calls on the landline. Don’t start on my mobile as well!
Let me say it very loud –
I do not want to receive marketing messages on my mobile when I’m:
With my kids;
When I’m at a football match;
When I’m driving my car;
When I’m at a restaurant;
In the middle of the night (I live in a different part of the world to some people!);
When I’m working;
When I’m not;
At anytime, night or day, Spring Summer, Autumn or Winter
In fact I don’t ever want to hear from you
Now I’m actually a student of marketing. I love the innovation and the tactics and I’m happy to receive emails pitching me for products when I’ve agreed to receive them. I’m even happy with the emails I get on my mobile (those I’ve subscribed to) but don’t start texting and / or calling me. Perhaps you guys should go back to door to door selling?
A mobile phone is for keeping in contact with people you want to keep in contact with. End of story.
So not only has the whole idea of mobile phone marketing – the so called Gold Rush, seriously hacked me off it has also caused me to unsubscribe from several email lists already today alone. How many more will get the chop by the end of the week?
Come on guys, have your say, am I right or wrong on this?
By the way, ever had the mobile in your pocket or bag when taking a visit to the bathroom? Be great to get a sales pitch then wouldn’t it!
Wizzer
I can't agree with you more! I've been in marketing all my life (and am 54) and there are some things that must be kept sacred and that is my mobile. From the moment I awake until I lay down to sleep at night, someone is asking for my attention….be it kids or family, co-workers, advertising all over the place. Let me make an analogy.
There is a local Tax preparation company who has people wave banners on the street near their facility. They are dressed as the Statue of Liberty of all things – but last year when it was so cold we were told to stay inside, there is this poor person out in the cold waving their banner. I told myself then and there that I would never do business with them if they think so poorly of their employees they would make them do that.. That is how I feel about mobile marketing. Can I use it now and potentially drive a lot of traffic to my sites – probably yes – but would I buy from someone who marketed to me on my mobile – never. And to think this training course also includes how to set up a local business with customers who are lining up for your services. Yes, it is the next big thing but No it won't be popular with a large percentage of consumers. I will gladly quit my job for 8 weeks to complete the course, spend $1997 for the course, and wait for my money to come in. Wizzer, you've hit the nail on the head on this one! Just stop and think for a moment how annoying it will be when your mobile phone starts buzzing like your email inbox – that is when I will put my iPhone in a bucket of water and drown it!
Hi Terri
I’m really glad i’m not alone on this. You are so right – the demands on my time and for my attention are massive too. I seldom give out my mobile phone no because everybody then expects me to be available 24 hours a day. I even get chasers when I haven’t called back within 1/2 hour!
Love your analogy – I’ve long thought that many, many marketers see their customers as just numbers on a list – their personal mealtickets. Very similar to some employers and their employees.
Thanks for such a detailed comment. Glad to have you in my corner.
I love the way you write and your analogy. I personally dont like mobile marketing – its intrusive.