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A Marketer's Dream: Your Cell Phone
The world's 1.3 billion handsets offer marketers a person-to-person link to consumers, and they're starting to exploit it, according to a special report by Business Week. "The potential is there to harness the cell phone to the vast databases of user profiles -- the dossiers that supermarkets, retailers, and mail-order companies have created on their customers. A phone marketer with this data could use short messages to deliver millions of personalized pitches and ads, some of them tailored to the user's whereabouts and the time of day. So far, however technical challenges and privacy concerns have kept many marketers from venturing into customers' pockets and purses. It's a sensitive business. Anything resembling mobile spam could provoke an angry backlash against marketers. However, marketers do have a way in. It's as simple as knocking and saying "please." Now, throughout the mobile world, that's precisely what marketers are starting to do. They're devising strategies to win customers' permission to receive text ads on the phone. The pitch often involves offering the customer an enticement, from free text messages to weather updates, in exchange for information about the user -- and permission to come calling". |
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