Talking Mobilized Marketing

Here’s part one of a two-part interview I did with Rick Mathieson, author of the On-Demand Brand and one of those interviewed in my Mobilized Marketing book.

We talk about how brands are succeeding in mobile and lessons discussed in the book.

Say Please or Your Target May Say "Do Not Track"

Think back to when you were very young. One of the first lessons taught to you was likely around the concept of permission. There are few words more important than please.

Business people should remember the direction, especially when they consider how to engage with consumers.

Two recent developments are a step in the right direction (if not a verbal ask for permission).

Beginning this week, the European Union's 'Do Not Track' law is beigne to be enforced.

The EU regulation require websites that set cookies to do the following:

-- Inform visitors that cookies are being used

-- Explain the purpose of the cookies

-- Obtain a visitor's consent to store the cookie on their device

Some are suggesting that the "Do Not Track" law will soon come to the United States. We shall see.

Meanwhile, Twitter recently began moving in the right direction by utilizing the Do Not Track feature in the Mozilla Firefox browser. This enables people to opt-out of cookies that collect personal information and any third-party cookies, including those used for advertising. The Do Not Track functionality will only work if a Web site agrees to acknowledge it.

Mozilla is a global, nonprofit organization dedicated to making the Web better. 

Current adoption rates of Do Not Track on Firefox are 8.6 percent for desktop users and 19 percent for mobile users, according to Mozilla. The company says it sees the biggest adoption rates in The Netherlands, France and the United States.

The issue around tracking comes up often. It was high profile around mobile during the 2011 holiday season when it was reported that certain retailers were “tracking” customers.

Marketing is more common sense than brain surgery. The idea of giving consumers what they want—and nothing more—is simple. Permission-based programs are the future (in my view, they are the present as well). 

Tracking people online or mobile (particularly without transparency into the process) flies in the face of this practice and does anything but encourage interaction between people and brands.

Why is it so difficult for some marketers to understand the requirement for permission-based marketing—let alone implement permission-based programs?


This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet.


Say Please or Your Target May Say "Do Not Track"



Waking Up Consumers Via Reveille or SMS

One of the more memorable and decorated campaigns I worked on in 12 years in agencies was the 3:21 Wakeup Call for Tully’s developed by WongDoody.

Waking Up Consumers Via Reveille or SMS

The challenge for Tully’s was to establish awareness of its blended drinks, especially difficult with the attention given to Starbucks’ Frappuccino.

WongDoody devised a mid-afternoon barrage of outdoor media, high school bands playing Reveille in the streets (and near Starbucks and Tully’s locations) and a sampling.

Beyond the noise it created, Tully’s blended drink sales increased by 24 percent and unit volume (year over year) increased by 77 percent during the first four weeks of the promotion that ultimately won an Effie for advertising effectiveness.

I thought of the program this week when Mobile Marketer asked me about Starbucks using SMS reminders to push its Frappuccino Happy Hour. Starbucks sent out an email blast to its My Starbucks Rewards consumers, asking them if they would like reminders about the promotion.

Waking Up Consumers Via Reveille or SMS

As discussed in earlier posts, many stop what they are doing when a text message arrives with a bing or ping.

“(The Starbucks program) plays on the effectiveness of a permission-based SMS that gives a consumer what he or she wants.” I told Mobile Marketer. “Email doesn’t provide such immediacy, so employing SMS in this case is smart.”