• More and more companies offered such services
• New law... Beware of overruns!
Since that communication professionals have realized the benefit they could derive from the mobile phone and email, these gems have become over the years, the vector of new forms of electronic commerce. The SMS short messages and e-mailing already form a new "economy" very profitable for some. It’s a significant Argument when it comes to inform the owners of these phones, by SMS. But as in any business, the rules must be respected. These sometimes result from the simple application of common law, and sometimes with new texts specifically designed to regulate such services. Indeed, these are communication devices with high added value for advertisers. With an economy half-mast, the current crisis does not invite optimism. Companies have had to restrict their communication budgets. Some of them are now turning to these new forms of exploration, found effective, and inexpensive! An advertising campaign of 10,000 prospects on mobile or by email cost between 8,000 and 10,000 dirhams. "This form of direct marketing is 4 to 10 times less expensive than other media (traditional mailing, posters, press, radio, flyers ...). It achieves a maximum of clients in record time (thousands of emails per hour) and a trace of the campaign with statistics and benefits of exploration, "said Adil Mafhoum, CEO of Raven's communication.
Database
Returns fast yes, but it is in compliance with the freedom and the free flow of information? Article 10 of Law No. 09-08 relating to the protection of individuals with regard to processing of personal data prohibits direct marketing through an automated call, fax or an email ... using the coordinates of a person who has not expressed its consent to receive direct marketing via this mean.
However, the direct marketing by mail is permitted if the recipient information was collected directly from him at a sale or delivery of services. But there is a lot of questions about the origin of the formation of these databases, according to our sources, may exceed 500,000 contacts. Indeed, much remains unclear.
Bouchachia Hassan, director of communications Meditel, says "databases of subscribers are strictly confidential. No transaction of this kind is tolerated with organizations specialized in the exploration. The National Telecommunications Regulatory (ANRT), in turn, has never registered overruns from operators.
Another measure introduced by the new law, subscribers can now object to the data on them undergo treatment or be used for marketing purposes, including commercial. The penalties for such overruns can range from imprisonment of three months to a year and a fine of 20,000 to 200,000 DH or one of those penalties, when this opposition is based on legitimate grounds. To unsubscribe advertising campaigns, simply contact either the operator or the company conducts exploration. In case of opposition, the subscriber may complain against it. The law states that it is imperative to provide valid contact information which the recipient can send a request to remove such communications. No costs other than those related to the transmission of the request. Prospecting SMS that our society offers must meet certain standards. Sending text message not exceeding 20h, and it offers an unsubscribe for those wishing to no longer receive our service. The collection of the database is through a form on our website. The customer check a box to certify that it wishes to receive SMS ads from our customers and partners, "said Mouna Boussiki, marketing director of Dial Technologies.
If however we see some overtaking on the part of agencies not very orthodox, it is now clear that we are witnessing a boom of new offers and services that pass through digital channels (Bluetooth Marketing, Guerilla Marketing, etc...). "The trend is to digital," replies Adil Mafhoum.
The future for this sector? According to him, and with the development of mobile Internet, "these messages should soon allow a purchase or request documentation directly, referring the subscriber to the advertising to the mobile Internet site. Also in the pipeline: couponing (coupons sent to mobile phones) or the location-based marketing operations. ».
Samir Taouaou
Source: http://www.leconomiste.com/article.html?a=92909
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