Spam heads for a phone near you
A SURVEY OF Europe’s 50 ‘top global brands’ found that they are increasingly bullish about mobile marketing. We’re all going to spam hell in a handcart, in other words.
The number of brand leaders that want to implement SMS/MMS campaigns is growing. As the disease spreads across Europe, mobile phone users may soon ind they are swamped with spam messages.
Should we chuck away our humble Nokias, get Smart phones and start using voice over Wi-fi? Is that the only way to free us from spam?
Here are some worrying statistics on the growth of mobile phone stalking – sorry, targeted SMS campaigns. They’re written in the sinister jargon of marketing managers.
* The number of large brands considering implementing SMS/MMS campaigns has
doubled since 2006
* SMS marketing not seen as complicated by marketers: only 8% see it as so
compared to 24% in 2006
* Confidence in the medium and ROI: almost two-thirds (58%) of brands anticipate
that customers will request more information & 38% said that they expect a
financial transaction as a result of a mobile marketing message
* However there is still a lack of knowledge in the industry on how toimplement
tailored, targeted campaigns: 46% of brands concerned that mobile marketing is
too intrusive; of these 41% are unsure how to rectify the problem
with targeted campaigns
Jay Seaton, chief marketing officer at
Airwide (which
conducted the survey of shame) says this is a good thing. “The ongoing
development of component-based mobile messaging systems has paved the way for a
range of valuable new marketing
opportunities for brands which, in turn, creates a significant revenue
opportunity for mobile operators.”
What the hell does that mean? More spam anyone? µ
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"...opportunities for brands which, in turn, creates a significant revenue opportunity for mobile operators.”"

What's the benefit to the consumer? They get to be annoyed in the middle of a call or while composing a message on their phone by an incoming SMS/MMS message? Joy.
This means that while you're in that big meeting with your boss, expect to get an invitation to view a webcam on your mobile phone. Not to mention those cellular customers that actually have to pay for incomming messages.

I see a new wave of FCC regulations here in the states that will combat cellular advertising. I also predict a new way of spoofing that incomming message.
I will implement any and all blocking procedures I can. In addition, I will feverishly pray for legal blocks that enable me to universally de-list myself from any and all spam, unilaterally and without exception.

Given the success I have already found in using the "do not send me ads" flag that used to be available once upon a time, I won't be holding my breath waiting for better days.

One thing's for sure : I hate mobile phones already, and this is NOT going to help.
Unsolicited and irrelevant messages are indeed truly evil! But there's a flip side because we opt in to brands we like (so messages from my wine merchant alerting me to a great offer would always be welcome, and my 13 yr old daughter wants to know when free music is available ;-). The precarious balance of acceptability rests on good targeting and respect for opt-in. Targeting on mobile, with opt-ins, can add value because it is so personal and direct, as per above examples. Advertising on all other media channels is spam, frankly, up to and including banners on mobile wap sessions (about which, more feedback from 13 yr old: banner ads for a Mercedes Benz are dumb and insulting, but ads for new iPods would always be welcome).