Is it time yet for us to create a Do Not Text Registry? This list would work similar to that of the Do Not Call Registry but instead of allowing marketers to be able to contact you if there is an existing business relationship, this registry would allow mobile phone users to opt out of receiving such messages altogether whether or not you have a business relationship with them.
It was estimated that “89 percent of brand will use text and multi-media messaging to reach their audience with nearly 1/3 planning to spend in excess of 10 percent of marketing budgets on the medium.” These statistics hint at the fact that mobile marketing is not going away and in fact it will become more of a part of the way companies market their products in the future.
I respect the fact that companies have to make money and people buying their product/service would seem like a lucrative and attractive customer segment to solicit. What I do not agree with is that I have to make an effort on my part to opt out from unwanted marketing messages. It seems like it would make more sense for both sides if mobile users had to opt in to receive these marketing messages.
I know how annoyed I get when I receive an unwanted text message without giving my expressed consent; this usually results in me silently cursing the company who sent it. It also seems to me that this practice would negatively impact companies as well besides the most obvious affect of creating an unfavorable brand impression. An unwanted text message would likely be a liability for a company in the ways of wasted marketing dollars and loss of ROI (albeit SMS or MMS campaigns are cheaper than traditional advertising). Budgeting costs should be looked at more seriously when taking into consideration over half of brands expect to shell out between 5-25% of their total marketing budget on mobile marketing in the future.
There needs to be a better way for brands and consumers to come together and agree on texting and mobile media solicitation guidelines. IMC professionals should be strategizing now to circumvent what could be a heated debate in the future. What are your thoughts? How can the mobile marketing industry protect consumers but also build marketing databases?
