Anxious to avoid the cellphone text spam problems that have afflicted Australia and some European countries, Vodafone New Zealand has licensed two customised "opt-in" products from Auckland-based Touchpoint.
Vodafone will promote these products, branded Vodafone HQ for marketers and Txt Me for customers, to encourage campaigns in which consumers opt to receive advertising messages. It has no way of forcing marketers to take the opt-in approach with their text campaigns but will use its well-honed campaign management skills to persuade them to move across, says Steve Shearman of Touchpoint.
Vodafone HQ provides a marketing toolkit which allows marketers to easily manage permission-based marketing databases and to create and send text-message campaigns to consumers who have opted into such campaigns, says Touchpoint. Tools are provided for database management, market segmentation, message creation and delivery, opt-in/opt-out management and reporting. The client can access the tools securely via the web.
The customer-oriented TextMe tool provides text and WAP (Vodafone Live) interfaces for users to opt in and opt out of the campaigns of each company.
The licence is worth a five-figure sum to Touchpoint. The company hopes it will be adopted by Vodafone in other countries, Shearman says.