| Responses |
| Feature that many users will select to "opt out" of messaging similar to TIVO for televisions.
|
| opt-in consent
|
| Accessibility to inexpensive phone plans and phone equipment. The less expensive it is for all consumers to own, the more opportunity for marketing.
|
| consumer annoyance/anger. limits in messaging permitted in the space/time available
|
| Spam, business models, and hyped expectations.
|
| todays creative limitations
|
| The varying levels of acceptance. They are broadly owned but not well used by many segments of society. Mine, for example, is turned off and in my handbag -- no marketing will get to me since it is almost exclusively a convenience device. I am not the exception, but rather depict behavior typical of my highly desirable demographic./
|
| Consumer resentment and backlash
|
| Limited screen size, loss of signal, ability for users to turn off.
|
| Quite simply, consumer annoyance. Part of the appeal of mobile phones is the consumer has much more control over access & information. The consumer can control when they are reachable & when they are not. They determine how they will communicate with others -- voice, text, email, photos, etc. The real value is this is a personalized experience you share with others at your control.
Unwanted marketing material would interupt this experience & place others (marketers) in control of the me
|
| It will soon be looked at like spam or pop-ups. People will be intrigued for a while but will quickly become annoyed.
|
| Must be truly opt-in -- ideally a situation where the consumer initiates the action.
|
| Universal technology based on phone capabilities (outdated, vs. more current ones).
Use of minutes of incoming calls/text messages/etc...
|
| It is the last medium we have that there isnt advertising on.
|
| The recent National No Call List tells direct marketers that people do not want to be bothered by businesses advertising their wares, especially if they have to pay to see it.
|
| Intrusiveness, consumer backlash
|
| Who needs another method of JUNK mail? I would be furious if I kept getting messages on my mobile phone!
|
| Privacy/Do-not-call/consumer rejection
|
| Consumers will find it too intrusive to be be approached over their mobile phones.
|
| People will be livid having their mobile phones used for marketing. Will cost them money and it's really invasive
|
| Today is would seem intrusive as cell phones have become a way for people to avoid marketing messages.
|
| limited creative medium, small picture resolution and few words in SMS messages to work with
|
| Not annoying the recipient. The recipient currently will have to pay to receive the message. Targeting the appropriate audience for the message. Tracking responses/reactions.
|
| Space
Unwanted intrusion
|
| People will not be receptive to recieving marketing materials on their phone - feels like an invasion of privacy
|
| It will be the new SPAM, and will be an annoyance. It is simply more uninvited 'interruptions' to the consumer marketplace.
|
| Owners not wanting to be spammed in this manner.
Opt-in/Opt-out argument for getting the offers
|
| Perception as spam!!!!!
|
| People, such as myself, would like to have one form of communications that is free of marketing. (And, I'm a marketer!)
|
| Creativity - consumers will enjoy participating in promotions using their phones if they are relevant, timely and interesting. However, phones should not be viewed as a direct marketing medium - phone spam will simply not be tolerated.
|
| The greatest challenge will be to defer legislation outlawing the tactic
|
| People won't answer calls from numbers they don't recognize, not all phones have text messaging capabilities
|
| Screen size...
|
| People don't want to be called.
|
| Privacy issues, and also per minute charges.
|
| small size of the screen
|
| Permission
|
| not to face the same fate of e-mail marketing- ie. spam and irrelevant offers.
|
| Integration
|
| People have to pay for air time - they will resent the company that is forcing them to pay for the advertising that they have no interest it. It will encourage people to NOT do business with companies that use this medium.
|
| Matching the message with the medium.
Make it an interactive experience
Avoid the corruptive influence of Mobile Spam
|
| ANnoying...most mobile phones charge by the minute. HAving marketing people call and use minutes would irritate people. Furthermore, you never really know when it is convneinet to call a mobile phone..a telemarketer could call during an important business meeting or when someone is in the bathroom.
|
| Personal privacy.
|
| People use their mobile phones to communicate w/ people of their choice. People are up in arms about unsolicited phone calls on their home phones; the same thing will happen w/ mobile phones.
|
| common platform to execute marketing initiatives
|
| Irritation over use of minutes and increased cost to consumers will likely lead to a DO NOT call list for mobile phones specifically; Caller ID is more common on mobile phones and so easier blocked than home phone lines
|
| Marketers will annoy customers.
|
| Resistance from owners seeing marketing as just another version of spam, which it is likely to be.
|
| Do not call lists.
Would it be perceived as an annoyance and become SPAM- like?
|
| In general people don't want marketing/ads in such a personal thing as a mobile. Spam is deleted upon receival so my guess is the same will happen if mobiles are used for marketing purposes. Even if the receiver agrees upon receiving messages, at one point it becomes irritating as it cannot be unsubscribed when going on hoiday atc, thus blocking all other incoming messages by filling up inboxes.
|
| People like me will HATE getting marketing messages and/or sales calls via their mobile phones. (And I'm in marketing/advertising.)
|
| 1) privacy infringement
2) value proposition of marketing offers
3) managing the amount of marketing messages wireless subscribers are exposed to.
|
| privacy issues. cell phones are currently the only unlisted numbers.
|
| The creative potential of the technology is good, but do you have an audience? Maybe you offer discounted service in order to get people to accept commercials. But the consumers you really want to reach, with spending cash, are going to pay the extra money for the convenience of not having commercials. The only way I could see this working well is if it's part of mobile webpage viewing. Even then, it's a stretch.
|
| privicy!!! do people want to be bothered with messages on their phone from a large organization telling them about something that doesn't relate to them at that time.
|
| Cutting through the clutter of unwanted messages in a fairly restricted creative medium. Needs to be in harmony with use of other media.
|
| Air time friction - it must be independent of any air time charges, and not interfere with calling, message retrieval, etc.
|
| To make sure that extraordinary access is fully balanced by a total regard for the privacy and rights of the recipient. It needs to be the showcase of permission marketing.
|
| privacy
|
| lack of space for impactful visuals and information
consumers lack of experience in interacting with brands in this medium
inabiltiy to touch/feel/experience most brands
|
| 1. The displays are small, funky and there is no standard.
2. They are even more intrusive than land line telemarketing, because they are on your person. This will make people even more sensitive to unexpected solicitation.
3. The more the medium gets used, the less novel it will be. I foresee the potential for telespamming--aaaugh!
|
| bad idea.. consumers will choose to go with a service provider that promotes themselves as "Marketing free".. I will.
|
| Until callers find a way to pay for calls to mobile phones, most consumers will be turned off and possibly offended at effort. Marketing effort will backfire. Unless consumer has given permission. IMHO.
|
| You'll get complaints & resulting legislation to ban marketing messages or to develop a "do not market" plan governing mobile phones. The cost to the user would be enough to create a public outcry, since the user is charged for minutes used, including minutes to delete unwanted messages.
|
| It is too intrusive. COnsumer won't stand for it unless it means that there service is for free.
|
| How to responsibly enourage sending/receiving of marketing messages so as not to distract/promote unsafe vehical operating.
|
| abusing the priviledge to send messages to current/prospective customers
|
| Consumers are already up in arms about the interruption of the dinner hour; what will it be like when someone gets into an accident on the freeway because he was answering a telemarketing call?
|
| Opt out/opt in issues.
|
| How to do it in a non-intrusive way.
|
| cost to recipient of getting a call; deep and widespread resentment at the annoying intrusion
|
| People don't want junk mail or unsolicited calls. The government will back them up on this.
|
| Do not call registry.
|
| technical ability to receive and play commercials
|
| People don't want to receive ads or solicitation on their mobile phones any more than at home.
While it would be novel now, the effectiveness would very quickly wear off.
|
| privacy; creating pull rather than pushing
|
| People don't want spam on their phones. They have had it with unwanted messages. There could be a "telemarketing type" backlash.
|
| I see privacy violations and more and more personal data being made available. I see forced marketing - like how we experience telemarketing calls or spam. I would suspect a certain level of dissent, unless its a opt-in type of service.
More fees - as it is they are outrageous for all the services.
|
| The privacy issues associated with contacting people over their phones is going to be a major hurdle, especially with kids owning more and more cell phones. It all depends how it is executed. Opt-ins are likely going to be the way around all this.
|
| Spam, too much information
|
| I would think of this as somtething similiar to the "pop ups" from the internet. If you just want to make a call, you are bothered with advertising. Also, if there is a process of importing this data, could it affect our phones (viruses)? With all this data could that mean a slower network, more dropped calls?
|
| Getting the consumer interested in responding and participating.
|
| Will raise great ire if they start taking telemarketing calls or instant messages out of the blue.
|
| People will not want to be SPAMed on their mobiles. I personally have been SPAMed on my Mobile by unsolicited text messages. This really pisses me off because I have to pay for text messages. I think that this will be the biggest obsticle.
|
| -companies don't focus on / understand consumer behavior to develop programs
-companies develop and market products and features rather than benefits
-poor network coverage
-changing established consumer behavior with land lines
|
| Annoying the consumer
|
| Content appropriate and relevant to the individual, timing that is not offensive, and volume that is not intrusive. Marketers have a terrible tendancy to use cheap new media to the point of consumer frustration.
Also - concerns about who ultimately is paying for the service. If the customer may be charged for 'minutes used' or the like, the media will fail.
|
| If my moblie phone were to beep/ring/chirp, and a commercial message was on the other end, I would be profoundly unhappy. THAT is the challenge facing mobile phone marketers. Is there a solution to this. You bet. But it would be a solution that costs a marketer some budget money to be revealed.
|
| Customers feeling spammed, more junk mail.
|
| user acquiescence.
growing sensitivity to media messaging, spam, junk mail, etc.
interface constraints.
|
| Small displays limit messaging possiblities. Use of phone as base station with headset and voice dialing limit need to view phone.
|
| I think the major challenge will be how to handle the issue of users having to pay for minutes / data fees for receiving marketing messages. Will people ever be willing to pay for certain messages they've opted in for? Will providers come up with a way to differentiate so that users don't pay for advertising from their provder's marketing partners?
|
| Unless marketers pay their cell bills, getting users to allow incoming messages will be the toughest challenge.
|
| Limited space (text and visual) to get a mktg message across.
|
| Respect people's privacy
|
| Poor reception
|
| Mobile Phones are becoming a consumer's home away from home. They can take pictures, instant message, store music, addresses, information, dates, appointments. They are become part of a human's personal "space,' and even though it is cyberspace, it is still going to be seen as a private sancuary since it has been customized to fit the individuals personal preferences and therefore subject to personal use, not marketing use.
|
| Consumers pay to receive messages on their phones. They will not take kindly at all to unsolicited or personally irrelevant messaging.
|
| Spam like messages and loss of privacy.
|
| Consumers would find it annoying.
|
| Consumers would find it annoying.
|
| privacy issues
|
| The potential public backlash by the public who would resent marketing messages directed to them through their mobile phones.
|
| The fact is that people are on thego and using phones/pdf's/pda's is for saving time and as a convenience.
I can see ads popping up on my phone or messages in your mailbox from an important retailer to be a real nuissance.
|
| growing public outcry about intrusions into 'personal space'.. e.g., email spamming.
do not call legislation
|
| People don't want to be bothered with intrusive marketing ...
|
| Do Not Call Registry for telemarketers,
as well as the anti-spam legislation just passed by the U.S. Senate
|
| Lack of familiarity/usage of text messaging
|
| Spam issues.
|
| For the industry to have a little restraint and really consider how a marketing partner can add value rather than cramming unwanted messages down consumers throats.
I am certain that partners can be incorporated in a useful way with consumer sought after and approved content or services. If the industry does not consider intelligent ways to incorporate their messages, it will certainly go the way of telemarketing and SPAM.
|
| The same challenges that one would find if telemarketing via a land line. Consumers don't want to be bothered on their telephone.
|
| The Consumers pay for airtime - even if it doesn't cost them for a particular message etc - the perceived "cost" would be infuriating I think to many.
|
| Air time cost, irritation factor, dropped calls
|
| People won't want to receive messages or calls if they are paying for the time. Message size / scalability.
|
| Privacy issues; mobile spam. Are people going to be receptive to being marketed to on a device they carry with them most of the day?
|
| the gross intrusion into the personal space of our target markets
|
| Customers not wanting them, multiple models and band issues, legal issues, privacy issues, turnover issues.
|
| making the messages easily usable by the over 40 population
|
| Just like calling me at home, don't bother and it annoy's me beyond comprehension.
|
| Finding a way to squeeze a message in with information overload already running rampant. Content relevance will be key.
|
| Acceptance by people who are deluged by SPAM and telemarketers. For now cell phones are relatively free of all that and the more marketing that is done through them, the greater chance there will be abuse.
|
| rabid consumer hostility - this would be looked at as an invasion of privacy in the current climate of spam attacks
|
| space
|
| The greatest challenge will be living down the effects of the first wave of spammers/popover-under artists. Even with DNC lists and antipop sw, these scoundrels are sure to dominate at first, causing mass defections. Wouldn't it be grand not to have to deal with this from the start....
|
| Minutes used will be paid by consumer.
Acquisition of mobile phone numbers may prove to be difficult.
Consumer may become annoyed at 'telemarketing' type calls.
Will consumer have an option to 'opt out' of receiving such marketing offers?
|
| 1.Random service areas; your message might not get through and you won't know if it DID go through, so measurement of results might be hard. 2.Unless you have wireless, there is no instant response capability and people might not respond to your message
|
| Abhorrence of spam
|
| Do not call lists, privacy issues, creativity
|
| Intrusiveness. If most people object to online pop-ups that are completely unrelated to their interests, they're even more likely to be offended by ads that interfere with their communications (and eat into their airtime charges).
|
| consumers feeling that their privacy is being invaded, as they've been protected on cell phones from telemarketing calls
|
| 1. Cross-platform technology (program needs to work equally well across all platforms)
2. Consumer adaptation of texting, other messaging so they fully embrace the program
|
| complications on billing/time
|
| The last thing I want is to be "spammed" on my mobile phone...I think it will be an irritant and will quickly lead to anti-spam regulation on this medium. It may have grab if there was an opt-out option (the whole permission marketing concept applies to this medium as well).
|
| consumer resistance ... especially since the consumer is paying for the call that they don't want.
|
| Dealing with the consumer perception on "intrusion" into their lives with adverts streaming in via phone.
|
| We do not want random ads on our phones - leave us alone please! If anyone calls me with an ad I will never do business with them - permanent boycott forever!
|
| As the popularity takes hold, so does the clutter. Consumer backlash should be of concern. I was not amused by having to listen to a commercial before I could receive the number when I phoned directory assistance in an emergency.
|
| Consumers do not want unwanted solicitations. Mobile phones are frequently carried throughout the day, which leaves endless potential for "disturbing" consumers at inappropriate moments. The industry would have to provide the opportunity for consumers to opt-out of solicitations, if that is their desire.
|
| Unsolicited messages with little relevance to the current needs of the consumer.
|
| understanding how important it is to create desire, and "communicate" with the audience - entertain - it is a communication medium
|
| Depending on how companies plan to use mobile phones, I think there will be many obstacles. Personally, I see my mobile phone as an escape from the telemarketing calls I receive at home and the spam I receive through email. I don't find either medium effective and would prefer to not be bothered with advertisements on my mobile.
|
| The issue of privacy is already set in the presedence of call-barring and with-holding of numbers, which indicates peoples interest in keeping their phone a private and very personal environment is likely to ruin any chance of effective and accepted marketing.
|
| Battery power must improve to service all the extras being added to mobile phones. And, as much of America is an aging population, being easy on the eye and easy to read are important and I think the screens are too small for that and so are the fonts. Addtionally, I already don't like uninvited text marketing messages from the mobile phone company I already subscribe to, and don't know how to erase them.
|
| small space to get your message across - managing spam (like with email) creating captivating messages
|
| Consumer frustration with service and limited allotment of minuted in most plans will cause them to view marketing as an invasion without an equitable return. Most accept television advertisising as a part of what they are watching, something they were ingrained with from the days of broadcast television.
In layman's terms, as long as people have to watch their minutes, they won't accept mobile marketing (unless it's interactive, and in that case, it is catering to an audience with an extr
|
| ads likely to be viewed as annoyances. if there is a way to personalize based on the consumer it may be less intrusive yet this could cause privacy concerns - see decline of email effectiveness
|
| prohibitive legislation, consumer frustration/backlash
|
| Unwanted by consumers. Too much of an invasion of privacy.
|
| message/target relevance
|
| They're going to have to find a way to not have people bombarded with calls/messages they don't want--consumers are already far too tied to their cell phones in daily life, but if that relationship gets violated by uncontrollable marketing, people will simply shut down. The trick will be to find a way to have this be a GOOD thing, not simply another version of the rightly despised pop-up box.
|
| getting owners to accept it without an uproar.
|
| The marketing message has to be consistent and multiple devices can present some issues to the advertiser/vendor. Message should be succinct and creative. hard to accomplish in such a small form factor.
|
| once you start using this forum all cell phone users will opt for the "no call" list for marketers in use now for land lines.
|
| Oh, let's see - how 'bout the freakin' do not call list!
|
| Avoiding the email/SPAM marketing mistakes
|
| The biggest challenge is that you are now forcing me to pay for advertising, and you are invading my most personal intimate space, the communication device I carry with me everywhere. I also think the backlash over telemarketing will definately impact this medium.
|
| Spam and permission, providing real value, ability to be interactive
|
| Higher bandwidth, better displays.
|
| Developing a promotion that is simple to exicute and yet on target.
|
| length of message and not very visual
|
| Marketing would need to be relevant both to (1) the user and (2) the users' location/time urgency to be useful. 1) People use mobile phones to enhance their productivity real-time, even more so than e-mail or land-line telephone. If phones get "spammed," users will revolt. 2) Unless there is relevance to either the users' location or the user needs to get urgent information, phone marketing will be a nuisance, rather than a value-add.
|
| The chan llenges is getting people comfortable to receive marketing information via a cell phone. It is a great medium as we are a mobile society everyone always has some device with them. It is very cost effective and a great add-on to current marketing campaigns.
|
| Finding the right consumers (ones who will respond to the ad/message as bonafide info and not view it as an annoyance.)
|
| People are tired of being bombarded by marketing messages. Therefore, I believe there will be strong backlash over using mobile phones as a medium. Many people are replacing their home land line phones with mobile phones, so they won't see this any differently than they do the current intensity about on "do not call".
|
| Ability to go beyond text only...creating multi-media messages that have value for customers. Finding a way for cell phone users to opt-in to marketing programs to avoid spam or unwanted messages.
|
| Very disruptive for the user of a mobile phone. I suspect that this usage will create a bigger outcry than the use of the home phone.
|
| Consumers may reject it, similar to telemarketing or spam.
|
| No spam.
Will they send my value?
|
| Consumer outrage
|
| My belief is the intrusion by unwanted calls/text messages will create a great amount of negative response! Think about how mad you would get having dinner interrupted by a call...multiply that aggravation 100 fold as you are maneuvering your car thru rush hour traffic waiting for a call from your boss.
|
| I think consumers are starting to wear thin on not being able to escape marketing messages, especially when the mobile phone is something they pay for. I think it may be interrupting to people unless it's an opt-in.
|
| - cost to the user. currently the user pays for incoming calls and data - what will marketers be able to do to offset this?
|
| Difficulty and limited use of text messaging.
Telemarketer image backlash.
|
| Consumers will rebel and will push back - it will open up an opportunity for a provide to block such intrusion.
|
| making relevant non-intrusive offerings
|
| Having people allow or "opt in" for the messaging. Not to allow spam to happen like we get with online marketing.
|
| Being able to stand out from the crowd, and hooking up with the right provider. Abad phone or bad service will create backlash.
|
| further invasion of personal space, inappropriate messaging, spamming, tracking, "breakthrough"/effective creative in a whole new small-space medium
|
| difficult to use/send SMS messages and mobile web
|
| The greatest challenge is technology - the technology must evolve such that marketing on the cell phone does not resemble telemarketing in any way shape or form. It must be something that shows up on the screen of your phone, that you request, and it would help if it was fun.
|
| Privacy issues
|
| People typically don't want to be innundated with tons of messaging. Holding a person's attention for longer than the second it takes to delete a message is the challenge.
|
| Segmentation. privacy policy.
|
| mobile phone user backlash
|
| Consumer lashback. If people pay for receiving messages, especially when in a roaming area, I think that there will be tremendous lashback.
|
| Spam has soured consumers attitude on using the web. Eliminate spam concerns with mobil phones and provide incentives/reasons for consumers to use mobile technology for accessing promotional offers, programs, etc.
|
| No call law, ability to screen calls
|
| We have to get past text messages to full blown mini tv commercials.
|
| Infringement of privacy
|
| Since many people use phones during the day for business, they may not appreciate marketing as a distrcation and a way to drive up their phone bills.
|
| Small screens, limited bandwidth, varying technical standards.
|
| limited/incosistent phone capabilities and user knowledge/tolerance.
|
| Size for readabiilty and the consumer accepting items popping up on their phone.
|
| intrusiveness
|
| It's intrusion on a very personal level. To attempt to reach people by personal phones when they are currently seeking to avoid solicitation on their home phones could result in very negative feelings from the marketing audience.
|
| avoiding being viewed as "spam"
|
| 1] poor execution by marketers
2] customer adoption
|
| Differing telecom standards and differing capabilities of each phone model.
There are also invasion of privacy issues. Personally, I would not want ads on my phone. However, if I got a significantly reduced phone rate for allowing the ads, I might consider it.
|
| Messages perceived as spam.
|
| Consumer dislike of being hassled this way. Keep the damn ads off mobile phones! There's enough spam in the world already.
|
| Permission of course is a major one, check out what Vodafone are doing here in New Zealand with their 'gateway' which will allow only 'registered' companies and agencies to send txt promo's to permission lists. There are all kinds if potential issues with this, and we could debate it all day long, but they see it as crucial to preserve the medium and avoid the whole spam thing that we are fighting for email marketing survival... how about this for an idea: - 'the mobile phone is the remote cont
|
| Personal space balance against personal gains
|
| Mobile phone users will be opposed to having their minutes being used up by telemarketers.
|
| unique content
|
| bugging people too much.
intruding into their "personal space".
customizing relevant messages.
|
| the annoyance of the messages
|
| They need to be used for the right targets and the right products. If it becomes an abused medium, then consumers will be even faster to demand a do not "spam" list for cell phones.
|
| Dealing with the angry backlash of people being intruded upon.
|
| making sure this does not become the new form of telemarketing -- keeping the messages to the user as an opt-in option is critical
|
| The high cost of text messaging, the fact that U.S. mobile phones aren't media-friendly yet, and people worrying about spam-text messages (which could prevent people from accepting the initial text message).
|
| Is there no escape from marketing? Ad overload is becoming numbing to consumers.
|
| More clients adopting the medium. American Idol was a turning point, so will Coke's launch be.
|
| Intrusion issues, lack of customer knowledge/segmentation
|
| No doubt the greatest negative reaction will be from consumers rejecting this as yet another unsolicited intrusion into their personal lives. Fielding phone calls, pages and messaging on one's cell phone is one thing - fielding ads and announcements (along with the "new message" tone many phones feature)at a potentially alarming volume is another. It may so inflame some that they will answer by specifically not patronizing or targeting for consumption phone advertisers that utilize a service o
|
| uniformity and consumer acceptance
|
| 1. Marketers creating unwanted bills for mobile phone users.
2. Unwanted interruptions from mobile-spammers
3. Clogging of message boxes with v-mail spam
|
| Current abuses (i.e. mass unapproved "spam" mobile messages). This ticks people off and drives the industry toward stiff legislation severely limiting the use of mobile phone marketing and messaging.
|
| service irregularities or disruptions
potential for spam
message limited to current physical and content parameters of mobile phones
ability to reach audiences beyond the 19-34 set
|
| expense borne by the subscriber: "how dare you make me take a phone call for which I have to pay a premium!" Cell calls are more intrusive that land lines.
|
| Depends on if you use the phone a a come on or on the phone advertising. Ads on phone, I think, will start a revolution!
|
| Back lash from consumers - perceived spamming
|
| Different status of technology in different countries around the world.
Small screen for exposure of marketing message.
Stand out in clutter, avoid bombarding consumers with info that is not relevant or interesting to them. Need strong incentive.
|
| People not opting in to receive the messages.
|
| cost
privacy
nuisence
|
| who will use besides the phone company
|
| Consumer resistance.
Difficulty communicating the primary message.
Changed/wrong/disconnected numbers.
Hang ups.
Limited in how it can communicate the message.
|
| Consumer push back
Decreasing size of the device itself
|
| Consumers are likely to be turned off by intrusive messages. While wireless technology has offered more freedom, it has also made some people feel like they have an "electronic lease". Uninvited messages run the risk of strong backlash from consumers who feel they can't get away from intrusive marketers no matter where they are. The vision of electronic coupons tied to location based services so that when you pass a retail outlet it will be downloaded to your phone is just not that appealing
|
| Annoyance from consumers. Do Not Call registries. Targeting.
|
| The 'throw away' aspect of owning a phone/plan. Can change at will - not tied to an easily trackable place. Many are corporate accounts - anonymous users.
|
| infringing on peoples privacy...ie: they purchase the phone, that open's them to being marketed to, and there may be consumer backlash/dissatisfaction.
|
| kids and teenagers are easiest targets, because messages can be integrated into fun stories and games transmitted via cell phones. Adults who use the cell phone also professionnaly will be more likely to be annoyed by ad-disturbances.
|
| If consumer continues to receive spam type messages on their mobile phones they will be quick to complain to the notworks potentially resulting in a removal of advertising and marketing opportunities. Consumers see their phone as a personal communications device not a forum for advertisments. In fact some consumer are so fed up with being so reachable that they are leaving their phone off or getting rid of them. Mobile phone advertising needs to be very specific and an opt in only deal. If we bo
|
| obtaining a good set of phone numbers
|
| 1. Technical limitations: Restricted networks, old user phones, calling plan limitations (costs to send and receive SMS on some plans), and security concerns make mobile marketing campaigns difficult and expensive to implement.
2. User acceptance: There's quite a lack of understanding of text messaging by anyone over 21, and a lack of familiarity with the medium in general. People aren't looking to interact with their phones for advertising messages.
3. Legal limitations: the phone compani
|
| I think that anything that includes telemarketing is horrible in terms of marketing potential. the use of the davox system is so 1980's. I think if anything would be used, it would have to be something super clever and nifty, maybe internet browser or text message connected.
|
| screen size, bandwith for streaming video
|
| I think you hit it on it pretty well - at least for traditional calling it will be do not disturb - with huge pressure on the cell companies for people who pay for their calls.
|
| Do not call lists, potential for wireless "spam"
|
| Clutter - overuse by marketers, 'blocking' programs (implimented by consumers to eliminate unwanted marketing - just like those available to computer users, consumer revolt - annoyance with unsolicitored and unwelcome advertising messages, spam (just like the internet).
|
| How do you pay the monthly rates?
|
| - cost to send text messages
- limited space to advertise
- lack of creative
|
| Lack of integrated standards
Varying degrees of
- user friendliness
- consumer saviness
|
| Paying for it. We cannot allow the same mistakes as we did with email. The burden of payment is on the marketer.
|
| wider acceptance among a more technically challenged demographic... five to ten yeats from now this will not be an issue with the echo generation...
|
| opt- in
|
| Not to mess it up like telemarketers have on land line telephony. Do the homework, and target specific promotions to the consumers that will be receptive. Use a rifle, not a shotgun. Don't go to the well too often, as has been the case with telemarketing and spam. Finally, recall that in a per-minute charge environment, the marketing campaign ought to pick up the tab.
|
| negative consumer backlash and spam potential
|
| small screens for text
|
| privacy inasion
|
| Same challenge as for all advertising/marketing channels: how to become trusted and wanted by jaded and cynical consumers
|
| perception of further invasion of privacy will hinder growth potential
|
| perception of further invasion of privacy will hinder growth potential
|
| Consumers are now more saavy than ever before. They know when advertisers are trying to get their message across to them, and in some cases it has created a backlash against the advertiser. I have seen some of the mobile phone companies going after the youth market by sponsoring concert tours and action / extreme sporting events and athletes. When the cell phone company's name comes up at the event, like an announcement from one of the bands performing, the audience would start booing. This
|
| Having a common standard that will allow for a marketing message to be sent to people using a variety of phones on a variety of carriers.
|
| consumer fatigue with spam of any kind... first it came through the wired phone line (telemarketers), then with email spam. will have to be opt-in, and highly relevant - will be an uphill battle. (the multiplying of tv channels has come with an exponential rise in ad content as well; consumers are being hit all over by marketing - so it better be interesting, useful, relevant, and optional)
|
| Consumer fatigue and resistance. People wull start to resent the intrusion into their space.
|
| 1. Penetration of phones - especially in D&E markets
2. Technology - absence of common platform
3. Current usage habits
4. Too few channels! (therefore may not be cost-effective; also measurability of ROI)
|
| The greatest challenge is to avoid the temptation to use it. Look at the do-not-call registry numbers, then consider how much more interruptive a cell phone call is. And remember, a lot of calling plans charge for incoming calls and messages. Aside, maybe, for products aimed at adolescents (who really do love to be marketed to if you can get the language and message right) I'd tell clients to stay far away.
|
| gaining enough critical mass in one standard. Currently there are a few standards on the market (f.e. i-mode, t-zones in Europe, an seperate american standard) but none have the impact and users of sms. The third generation telephones are introduced in Europe while we speak when the 2.5 G's services haven't even proven their success. So again a new standard, handset, services for consumers to get used to.
|
| - Creativity
- Measuring ROI
- Standardization across platforms/providers
|
| Avoiding intrusion/spamming. The info has to be very relevant.
|
| Consumer's growing resistance to spam.
|
| having a one to one intercative contanct with own consumers
have a feed-back always on
to have chance to profile people with their interests
to push answring...
|
| Permission marketing, find a way not to disturb the customer
|
| To prevent phone numbers being used like e-mail addresses and receiving the levels and poor quality of spam marketing (be it text, video, weblinks) that will hold back the mobile phone marketing medium from achieving its potential
|
| Mobile marketing is just about tool brands use to interrupt consumers.
The current campaigns are all about the brand and not about the consumer.
The campaigns i subscribe to are unpersonal, I can never opt out and I never know what time in the night i'll get beeped and woken up.
|
| if too many messages in my phone I will end up not liking it. Also if there is no true value in the info I will not want it. So volume and relevance in content is key.
|
| non intrusive marketing...
|
| To restrict the marketing, more than in any other medium, to those individuals that actually are looking for the added value you can offer, WITHOUT scaring them of with too much knowledge about them.
|
| To make the campaignes interesting enough and not annoying.
|
| Penetration of 3G handsets
Permission marketing
|
| Not be boring or inconvinient.
|
| Mobile marketing agencies and advertisers should be sensitive about "permission-based" mobile marketing. Unless they fulfil the courtesy and privacy rules of mobile interaction, the spamming disaster that internet advertising had been proven will be the end of mobile marketing, too.
|
| Today: limited creative possibilities (screen size, sound options).
Future: spam/overkill issues (compare to email marketing).
|
| The subscriber can not be charged for the incoming call
|
| receiver may not want the ads
|
| Mobile phones are very personal things. They are a fundamental part of our lives. Using something that people have such an emotional attachement to for marketing feels like a violation. Finding the right tone of voice and message that makes the user appreciate being contacted is the biggest challenge.
|
| There's a need for thinking differently.
Will marketers make the same mistakes with mobile phones as it has done to date with the Internet?
The last thing mobile phones should be a receiver for unwanted and intrusive advertising messages.
|
| The screen size and the level of user adoption of mobile phones as a device for which they will consider messages from third parties.
|
| -another form of spam
-customer intrusion
|
| who wants to be bothered with those messages?
|
| The likelihood of consumer resistance.
|
| Outbound marketing approaches are even more costly and intrusive... with regulatory implications.
|
| Intrusive - do people really want to receive a promotional message while driving? While at dinner? I really hate receiving text spam on my cell . . .
|
| limits on airtime/minutes; battery power
|
| If they begin spaming and marketing those who wish to escape their grasp, they will force legislation.
|
| Commercial interruptions on mobile phones may be far too intrusive. The potential for dengrating a brand seems far greater than enhancing it when marketing may be unwelcome.
|
| - Penetration
- Consumer acceptance
- Research
- Accountability
|
| One must opt-in to receive a message currently. Plus, determining the appropriate line between spam and valuable content will be important.
|
| Relevance and privacy
|
| Can be seen as more of an intrusion than a benefit.
|
| This form of marketing may make it through the filter for a while. But, telemarketing issues will only be shifted to our mobile phones--I can't imagine people being LESS irritated when it comes through while driving than when eating dinner.
|
| the limited 'visual' communication capacity
|
| It will become like SPAM, people will just be annoyed and not pay attention.
|
| user pester factor....unsolicited messages
|
| Given the "Do not call" registry, people are not likely to embrace marketing on cell phones, especially when they pay monthly fees and are charged by minutes used.
Personally, I find marketing calls that would arrive during business meetings very intrusive. I would be less likely to want to do business with a company that is using my personal cell phone for marketing.
|
| Presently, the phone cell phone companies are the biggest problem. I have a sprint as my cell service provider. It costs $5 a month for me to get 50 text messages a month and $.25 per each additional one. They are so behind the times. My friends in Europe SMS all day long. But here it really isn't an option with one of the large service providers.
|
| With people registering for "do-not-call" in mind-boggling numbers, I believe demand for such a registry would be immediate and overwhelming. As much as people dislke being bothered at home during dinner, they're even more irrate at being buzzed on their cell phones; in fact, many cell-phone users are reluctant to give their numbers out except to a select few.
|
| The potential for the messages to get a negative connotation -- like time-consuming spam.
|
| Clutter and privacy
|
| privacy.
|
| Too intrusive and probably not measurable
|
| Getting "permission" from the user
|
| 1) Keeping the messages from being intrusive.
2) Branding - the short codes are limiting for one thing.
3) The range in technology of the phones owned by our target audience. Not everyone has (or uses) all the features.
|
| Wide-spread adoption of colour screen. Trying to come up with creative on a tiny screen. The potential for spam in people's text messaging inbox.
|
| Intrusion, unless there's a good reason (such as rebates, etc)
|
| mobile phone marketing will work for some teenagers who are interested in getting the latest info, however i have not heard how the message will reach the consumer, will they be called? if that's the case that means someone will be paying for the minutes,
if they plan to send messages to the screen, this also will present a problem because most screens don't have great resolution, and too tiny to capture the jest of the message.
mobile phone marketing is just another platform that will b
|
| With the new ability to take your number to another provider, it will be difficult to do continuous measurements of participation against a user.
|
| Targeting, reaching, a delivering a message that is timely, beneficial, and relevant to mobile phone users. Also, worrying about the channel becoming diluted with junk/span messages.
|
| Having marketers understand the logistics-- how can I creatively use the medium, and how much work is involved in adding it to my marketing mix. If a client (or agency for that matter) perceives it as too hard or too time consuming to set up the program, many will pass on the opportunity.
|
| At this point, people knowing how to use text messaging. Also, the charges, since the consumer gets charged for incoming text messages, you are sending info to them and they are having to pay for it. Could be a piss-off factor.
|
| 1. Getting consumer opt-in to receive promotional messages.
2. Developing relative offers for consumers.
3. Technology limitations and incompatible standards in screen size, resolution, color, etc.
4. Lack of creativity in the use of this medium.
5. Consumer resistance to yet another channel of marketing communications.
|
| Personally, I'll be really really unhappy when stupid ads slow my service down in any way or delay me from making or receiving calls
|
| Too intrusive. Consumers will get annoyed being contacted on their cell phone. It is just a substitution for a home phone.
The cost is borne by the cell phone subscriber.
|
| intrusion---- but that could be generational
|
| getting consumers to opt-in
|
| Mobile phone owners pay for incoming calls (unlike land line phones) and won't want to pay for marketing calls or interruptions. My mobile phone is reserved for emergencies and vital calls only; I am very selective about giving the number out and do not use for idle chit chat. I would be incensed with the marketer if I received any message of a commercial nature on my mobile phone.
|
| ad space and frequency
|
| Consumer acceptance of messages in this medium, finding a way to present information in a consumer welcoming way
|
| delivery of message at a receptive time for the target, tracking of message received (via phone) vs. received (in mind)
|
| end user acceptance
|
| The need to find unique and impactful creative approaches, which will engender consumer/customer interaction with the messaging as opposed to annoyance.
|
| don't do it. It invades my personal space, and we are bombarded with advertising in all other areas as it is. We don't need it on our phones too.
|
| - skews young, which may not be appropriate for all marketing
- similarly, technology is not as easy to utilize for all
- has the potential to be over complicated if not carefully executed
|
| No one wants to pay for unsolicited marketing. If this in any way taps into someones allocated minutes, it will never work.
|
| Small screen sizes mean extremely limited visuals--but that means you have to be really succinct in your messaging--maybe that's a good thing. Also cell phones right now are the last bastion of privacy--you don't get any tele-marketing calls on them--how will consuemrs respond when they start getting inundated with unwanted messages?
|
| Negative backlash from consumers over the SPAM - if a company sent me a marketing effort on my phone, I would go OUT OF MY WAY to avoid using that company in the future - WAY too much invasion of privacy.
|
| 1. Next generation technology that changes the entire mobile communications industry.
2. A greater public swaying toward simplicity (less is more) will polarize the folks who will not want to be bothered by ads on their mobile communications devices.
3. Assuming an "opt-in" approach becomes the standard, finding ways to add value to the marketing messages will be increasingly more difficult.
|
| -consumer education
-carrier lack of understanding of how to drive specific consumer behavior. are they best off as a bit pipe?
|
| Annoying your customers
|
| Making the advertisement a fun experience. We have to move away from pure passive impacts towards a more intelligent format which should involve the user. In the end the mobile phone will be one of many tools (web, tv, print...) in creating a 360 experience for the user.
|
| intrusion of privacy. overloading band width with junk at the exclusion of personal need. how do you target without knowing demographics of phone user?
|
| Perception of 'junk' messaging. Contributing to consumers' negative perceptions of advertisers and marketers. Glutting lives with unwanted messages.
|
| audio and video capability.
Number/target access.
|
| leave me alone already, it's bad enough having the office call me, let alone getting yet more ad messages.
|
| SPAM!
|
| I had stopped answering my home phone and am now on the verge of disconnecting all together. If I had the same experience with my cell phone, I would feel stalked!!
|
| Marketeers need to think the internet and all its applications as a scale-free network. A scale-free network has many hubs. SMS, for example, respects the scale-free topology, because people send messages to each other, and some are hubs. Just like e-mails.
Mobile marketing needs to give the people the applications and leave then market the products to each other.
Target the mobile hubs would be a good start.
|
| I HATE THE IDEA...I imagine others will feel the same
|
| spam, lack of interoperability
|
| Opt-in and privacy issues. Spam ruining good marketing efforts.
|
| phones are for the users conveinance, We want to use them when we have time, a moblie phon we get so that we can call and receive calls (THAT WE WANT) at our will. To start getting calls to tell us about something that we are not interested in or do not have the time for would only change the mobile phone from a conveince item to something that is a bothersome item. We have no call lists to free our land lines and spam blockers to stop it on or internet use. marketing needs to wake up and liste
|
| that no-one wants to be interrupted by broadcast messages to thier phones. Psychologically the consumer feels the phone to be an even more personal space than their email inbox. I beleive that marketers who pursue this medium run the risk of damaging their brands.
|
| educate business to use it a interective permission marketing tool and not has an oportunity to spam - or they will kill the media before it even becomes intersting - faster than is happening with email, because is even more personal.
other chalenfe - let the consumers feel they have control over what to recive.
|
| Why would you want to receive anything on your phone?
|
| mobile phone sers will not like it
|
| The limited mintues you have before you pay extra. I don't want to pay for ads by using my minutes up. I get enough ads in other forms
|
| a)compatibility of viewing screens across all services that will enable clients' marketing messages to be viewed as originally intended
b)ensuring that all marketing messages are targeted in line with profile of recipient to ensure/encourage general ongoing acceptance of messages
c)clear understanding of cost involved in receiving incoming messages
d)general education amongst mobile phone users as to how to respond to incoming marketing messages - it may sound simple but, here in the UK, we d
|
| Avoiding indiscriminate use- pissing people off like spam does on emails.
Knowing who you're talking to,what works when and how.
Stopping people tuning out/turning off
|
| crossing the line of Fun into the land of ANNOYANCE
|
| Ensuring relevance in terms of both topic as well as timing, so as to not annoy the recipient. Consider for example, SMS - as soon as a message arrives your phone beeps and unlike email, it typically doesn't show who the message is from or have a subject line, so you have to open the message to see it. Most people open it right away, interrupting whatever they're doing. SMS takes longer to open and delete than email, and thus has greater potential for frustration when it turns out that the me
|
|