The Impulse Economy by Gary Schwartz

Author:Gary Schwartz
Language: eng
Format: epub
Publisher: Atria Books

• The consumer must explicitly (not inferred or implicitly) opt in for the service.

• The consumer must expect the communication.

• The reward must outweigh the inconvenience of the interruption.

There is a big difference between sending in your zip code to receive a deal of the week every Friday to redeem in a local store and having an offer sent to you while you’re running past the same store rushing to drop off laundry while late to pick up your daughter from soccer practice.

Best Practices

The Mobile Marketing Association has done a good job in advocating best practices in the United States (MMA US Consumer Best Practices, www.mmaglobal.com/bestpractices.pdf ). In other jurisdictions, best practices have been further guided by privacy standards.

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