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Call for Mobile Marketing Taxonomy (and it’s sorely needed)

Jonathan MacDonald has had enough. And so have I.

The industry is continually comparing Apples and Pears when it comes to mobile marketing. Witness the following from Jonathan’s recent post on the matter:

Page 12 of NMA (27.11.08) contains a piece by Charlotte McEleny who writes that “Some 65% of young consumers find mobile messaging from brands too intrusive, according to a report by lifestyle research company Tuned In.”

The headline screams ‘Young people alienated by brands using mobile for marketing’

I think its time we nail down some taxonomy here.

Jonathan continues:

Just adding the words ‘without permission’ to the end of the above headline would have shown a more accurate picture. As it stands, at a glance you could argue that mobile is troublesome, anti-productive and interfering.

Jonathan is absolutely right.

What does ‘mobile marketing’ mean. Is that receiving MMS messages — that you HAVE signed up for?

Or is it getting a Bluetooth message sent to your handset automatically because you have Bluetooth turned on and you walked by particular bus shelter with the gizmo activated?

Thus, my suggestion is to clarify for clarity’s sake. Let’s add the context where we can to enable balanced decisions and rational actions based on the full story rather than propaganda.

I nominated you, Mr MacDonald, to write the taxonomy!

By Ewan

Ewan is Founder and Editor of Mobile Industry Review. He writes about a wide variety of industry issues and is usually active on Twitter most days. You can read more about him or reach him with these details.

8 replies on “Call for Mobile Marketing Taxonomy (and it’s sorely needed)”

This is an excellent observation. A taxonomy would not only help us create better experiences for consumers, but would improve communication within the industry, with brands, with investors and with regulators It may even be a big step the right direction of better self-regulation within the mobile marketing industry as it explodes during the coming 3 – 5 years.

If jMac rises to the challenge, you can count me in for being ready to contribute, if only through healthy debate!

– Mark

YES! You are both so right about this.

Of course people say they don't want to “be marketed to” on their mobile devices. But if you ask anyone if you can send them something they WANT to receive (maybe a coupon for a two for one dinner or a free movie) and have given permission to be sent, they say sure. And it is no longer “being marketed to” but instead it is a value added.

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