Re: UKNM: WAP (was UKNM: Internet Marketing)

[Tom Hukins]

On Mon, Nov 29, 1999 at 01:03:17PM -0000, Wallace, Darren wrote:

 > Maybe I'm being unfairly flippant, but if my phone is going to send me SMS

 > messages or whatever everytime I pass a shop signed up to this service, then

 > how long is my phone's battery going to last?


This is a great point that highlights the need for companies to

understand and use permission marketing and understand that human

attention is a scarce commodity.


Monitoring customers' habits is not an adequate solution, either.

Just because I visited Starbucks the last five times I passed it,

doesn't mean I want to visit it this time.  I might be in a rush, or

I might have just drunk a coffee elsewhere.


It's going to become very easy to contact customers at critical

moments, but that doesn't mean you should.  Unless I've specifically

asked you to let me know whenever I pass a coffee shop, trust me to

have the ability to find out that information rather than forcing it

one me.


It's the whole "Push vs. Pull" argument we've already dealt with on

the Web.


Tom


-- 

               Tom Hukins     SpiraHellic Multimedia

Designing effective communication systems for the Web and CD-ROM.

tomhspira [dot] co [dot] uk

    +44 (0)1908 367327    http://www.spira.co.uk/ 



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