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Dries Badenhorst
Riaan Kriel
Frans Malatsi
Carl September
Tiffany Markman
Simone Puterman: editor-at-large
Pearl Seigel - MBL - www.trainingshop.co.za
stanley wee
Terry Levin

Kevin Bassett

Kevin Bassett, a mobile communications specialist, is the founder and CEO of Floodgate Communications (2004). Floodgate (www.floodgate.co.za) specialises in mobile communication strategies that deliver solutions for marketing and advertising, corporate internal communications, call centres and customer queries. Call Kevin on cell +27 (0)82 652 0530, email , follow @KevBassett and @FloodgateComms on Twitter or SMS kevin to 34007 (R2), and he'll call you right back.
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Kevin Bassett commented on A two-thumbs, ten-point marketing strategy
Thanks Simone. Yes, technically you are correct but there is room to manoeuvre at the moment. You may not think you want further information but there are as many people who will be happy to receive information, provided there is a mechanism to terminate at any time. In terms of regulations, provided we offer the opt-out on every SMS, and that we do remove people from the mailing list when they request to be so, we have met our obligations. (Do emails have the same requirements?)

We explain our reasoning to our client and let them decide how many belts and braces they are prepared to wear; their options are;

1. Outline the intentions to send additional information in the original marketing. Replying then constitutes an opt-in – it may reduce response rates.
2. Ask for opt-in in the Auto Reply SMS sent to the enquirer in response to their initial SMS.
a. A mobiForm to register to receive info (v. opted in!)
b.. Request a reply to the SMS using a Keyword to opt-in or out.
3. Alternatively we could send an additional SMS requesting opt-in by reply.

Clients normally assume the enquirer would like additional information but then we insist on an opt-out reply mechanism in every SMS sent. Unfortunately very few ‘unsolicited’ SMSes have an opt-out mechanism in my observation. I think that this is a far more vexing issue than receiving a single SMS with an Opt-out that works.

I do agree with your sentiment, but there is room for marketers provided they are getting good advice!

I hope this allays your concerns?
Posted 2 months ago | Like
A two-thumbs, ten-point marketing strategy - Floodgate

[Kevin Bassett] 'Thumbers' - those of us on mobile keyboards - expect anytime connectivity and instant information from anyone trying to communicate with us. We marketers want the same. We need to capture the impulsive response to our advertising and provide sufficient information to convert an enquiry into a sale.

Posted 2 months ago | Like
[2012 trends] Mobile - why, what and maybe

[Kevin Bassett] Mobile is trending and 2012 won't be any different. But the products will, so here's a look at why, what and maybe. [video]

Posted 4 months ago | Like
Mobile marketing: the facts you need for 2012 - Floodgate

[Kevin Bassett] Five point three billion people have mobile phones. There are more people picking up a mobile phone every morning than those lifting a newspaper - and it's not only to make calls. Mobile data traffic is trebling every year. Super mobile devices, tablets and smartphones have outsold PCs, laptops and net-books, combined, this year. The world has moved to mobile, and it's different, so be prepared.

Posted 7 months ago | Like
SMS - smart marketing solution for call centres - Floodgate

[Kevin Bassett] As business owners, we are all customers but we turn into ostriches when it comes to call centres - our heads buried in the sand to avoid the truth that it's time for call centres to change.

Posted 9 months ago | Like
Make your marketing sweat - Floodgate

[Kevin Bassett] Why should you spend tons of money, just to find out which marketing media are working hardest for your product, service, company, brand or message? You shouldn't - not anymore. Here's why...

Posted 3 years ago | Like
Did you get your share of R419 million? - Floodgate

[Kevin Bassett] Between us, we spent R419 million on Internet marketing in 2010 - but who got their share of Internet sales? Who didn't? And who still hopes they might?

Posted 1 year ago | Like
New trends in the world of mobile technology - Floodgate

[Kevin Bassett] Suddenly, new mobile technology is in focus. Marketers are scrambling to get a handle on both mobi and micro sites, m-twitter and foursquare, while wondering what other new developments are trending.

Posted 1 year ago | Like
Kevin Bassett commented on Spam opt-out the way we want it
great idea, i think WASPA has something similar for SMS. what would be cool is if a pvt individual could enter his email addy and see all the bulk email lists he was on and delete those he didn't want. the requirement would be for people to register the bulk email lists with a central regulator. unfrotunate thing is that unlike WASPA there isn't a central regulator .... or could the DMASA be appointed?
Posted 9 months ago | Like
Kevin Bassett commented on Tourism Indaba and the need for marketing workshops
Yes. And then there is mobile media to consider...
Posted 1 year ago | Like

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