Quickie - Genius Alert! Top 10 Wireless Marketing Mistakes

By
Alex
on April 28, 2008 2:25 PM | | Comments (226) | TrackBacks (1)
I saw this at mocoNews.net and was blown away.  It's the kind of simple, common sense stuff that gets so easily lost in the bureaucracy and over analyzing of a big corporation.

Guy Talmi is a Senior Marketing Director at Pontis, an Israel-based company that works with wireless and cable operators to help determine the most relevant marketing approaches based on a user's profile, preferences and behavior. Talmi has compiled a list of the top 10 most common marketing mistakes he sees made by the operator.

Here I'll just list the actual top 10, but you can click here to see the explanation of each over at mocoNews.

1.  Operators fail to target the right products to the right customers
2.  Free trial offers fail because of poor follow-up
3.  Introductory offers for new customers alienate existing customers
4.  Non-targeted offers look like spam
5.  Operators address churn too late
6.  Marketing campaigns may fail if not tested before launch
7.  Operators use the wrong medium to market to users
8.  Value the customer
9.  Operators miss marketing opportunities
10.  Success breeds success - if you can recognize it

When you get into the explanations it makes even more sense.
What he says in his summary, praising online retailers like Amazon for marketing based on past searches and purchases, is something that has been a little controversial.

There's growing concern among (mostly older) web surfers and purchasers that companies are keeping too much information about them.  I tend to shoot down these concerns, more vocally when referring to sites that are trying to monetize a free service, because there is a reason behind targeted advertising.  I think that Talmi would agree with me that targeted advertising and marketing, regardless of industry, can help companies save money and hopefully pass those savings onto their customers in the form of more competitively priced goods and services.


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