Shifting a Mobile Mindset
Even though land-line home phone service and hi-speed internet are both fee-based, neither resource seems to be considered quite the asset requiring protection as the mobile phone. This mindset is most likely due to the fee structure for mobile phones, with a premium on minutes used; there is a sense that every second counts — and costs! Perhaps, too, this mindset might also be due to the mobile phone being so uniquely and highly personal (rarely shared). Time and again, I experience first hand how mobile phone numbers are fiercely guarded. I think this is why mobile marketing is proving to be a difficult medium in which to get a foothold (ease-of-use, opt-in/out issues notwithstanding).
Imagine, however, letting mobile users keep their privacy, respecting their mindset and yet still having an opportunity to show them relevant branding and ads. That’s the inherent beauty and empowering qualities of Self-Direct Marketing and justKnow.
