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In certain countries, sending mar-
keting communication without
the receivers' prior consent is unlawful while the practice is
legitimate in other countries. Governments in some countries have set
up monitoring bodies, where cell phone users can register themselves not
to receive phone calls or text messages.
Because of acute competition in almost every business, marketers
are knocking hard to get their voice heard to by the customers. But in
this race to grab the maximum number of customers, marketers tend not
to check customers' willingness and interest in receiving their
marketing communications. Thousands of goods and services are being
advertised or sold through various media such as snail mail, email, SMS,
tele-calls, etc. Sometimes, even without knowing the consumers'
profile, products are attempted to be sold with the so-called
`personalization'. This is, not only a waste of time
and money for the marketers, but also leads to irritated consumers
who would come to hold a negative opinion about the marketer. How
many such marketers really attempt to ask their target consumers whether
they want to receive their sales calls and messages? Marketers assume that
because consumers are not overtly complaining, they are quite tolerant
with the way and frequency of their marketing communications.
Consumers, on the other hand, always keep wondering where the
marketers get their phone number, address, email or other
information from, and how to block access to the same. Consumers would be
interested to know only about those products/services in which they are seriously
interested. They hardly pay attention to junk mail or telesales calls when
these are about products/services which are either of no interest to them or are
beyond their budget. They filter out the marketing messages which are
not useful to them and take in only those that are relevant. |
