Last week in Barcelona I enjoyed a panel discussing Mobile Advertising and Marketing with some of the top thinkers from all over the world.
Paul Berney, the EMEA President of the Mobile Marketing Association asked me whether, after saying for several years that Permission, Privacy and Preference (see links section below) were the key focal points, I was happy that now most companies have taken this as a mantra in their approach. My answer was, of course “Yes, it’s heart-warming to see the 3 P’s are being taken into account” but as the panel was intentionally positive, I avoided a full answer which I feel is more appropriate here.
My full answer is this:
Many companies are recognising that the respect for privacy, .aspx)
the need for permission and the understanding of preference are key elements, but in fact, most companies continue to act against these principles. This could be that:
a) Some companies may not be aware of what each part actually looks like – even though they like the sound of them
b) Some companies may think their practices already take these into account – so feel there is no need for adjustment
c) Some companies may use the 3 P’s in their messaging and assume that’s enough – rather than incorporate them into their actual practice
The same applies for what I termed the ‘Rules of engagement’ – another set of principles I wrote about in The Communication Ideal
(see links section). To summarise, these rules are:
1. Transparency of Offering (allowing crystal clear understanding)
2. Relevance of Communication (not assumed but assured)
3. Value of Incentive (not necessarily monetary)
4. Ease of Interaction (enabling intuitive interaction)
These rules would breed trust and loyalty due to the integrity and honesty shown in the development and communication of products and services. There may be nodding heads but the lack of real impetus I have discovered is due to the fact that many companies have said these ideas are a bit too “out there”, a bit too “far fetched” or worse, ”too futuristic”. For example, the most common statement from those in the mobile space is that gaining people’s permission to have their personal space invaded is something that they “may look at in a few years” after they have exhausted what are seen as ‘easier’ alternatives - like not asking permission at all. To me, this is the same as saying you want to have an intimate relationship with someone and there is no need for it to be consensual.
{note: I have spent over 10 minutes editing that one line so I appear balanced and less inflammatory than my emotions actually are about this}
The below article on page 6 of yesterday’s Sunday Times Business revolves around the launch of Google Buzz which essentially opted-in everyone and everyone in their address book (with a Google account).
A 24 year old Harvard law student has issued a claim against Google and the professional and non-professional press have taken to the whole Buzz situation rapidly. You can read the story by clicking the below.
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This is an example of a total disregard to what the 3 P’s and the Rules of Engagement mean.
Today, many of you with Facebook accounts may receive an invite for a group called ‘Get an iPhone 3Gs’. When you click on the link you will see the below graphic:
Maybe you want to find out more, or see any terms and conditions, but the only thing you can do is to become a fan before “Step 2 will get revealed”. Clicking on the ‘become a fan’ link, opens up the below:
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It’s only now that you realise the way to enter the draw is to invite all your friends.
The reason this wasn’t mentioned before is that you may not have wanted to become a fan if you had known that condition. Therefore, the logic of this campaign is to hide that into a step that you can only see if you publicly become a fan which, by the way, alerts all your friends on your public profile – thereby advertising the campaign in itself. I find this morally corrupt and totally against the principles of the 3 P’s and Rules of Engagement.
Nevertheless, both examples show that whilst it seems that many companies are starting to realise there could be a better way, it is still far ‘easier’ to act with total disrespect for the public. The stories will continue to come out, the law suits will continue to be issued and the public objections will continue to be seen – such is the ultra-connected and empowered society we live in. I look forward to the day I don’t have to write about these things anymore. I cannot wait for my thoughts around this to not be seen as novel or futuristic.
I’m not a futurist, I am a realist.
The principles I outline are not paying lip-service. These are based around the way humans should be treated and I would strongly advise that they are taken into account if you deal with human beings, in any way.
Links
Click here to read more about Jonathan MacDonald’s ‘3 P’s’ of Mobile Marketing.
Click here to visit Jonathan MacDonald’s blog, where he discusses his ‘Rules of Enagement’ in more depth.
Click here to download ‘The Communication Ideal’, a collection of theory and practice on the interaction between brands and people.