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Mobile marketing and consumer privacy

12/07/2013

This article was translated by an automatic translation system, and was therefore not reviewed by people.

 


 




With the increase of connected consumers, the habits of advertising are also gaining new dynamics. Companies use the Intelligence in Mobile Marketing to speak to specific audiences

Data released in the last week of April show that smartphones surpass for the first time 50% of phones distributed worldwide. According to International Data Corporation (IDC), were sold 418.6 million mobile phones between January and March this year, while in the same period in 2012 the number reached 402.4 million units. Of this total, 216.2 million units (51.6%) are smartphones.

And with the increase of mobile users with access to the internet, the habits of advertising are also gaining new dynamics. Here in Brazil, governments and businesses use the Intelligence in Mobile Marketing to speak to specific audiences, so well targeted. In São Paulo, the company Kanamobi now grosses over U.S. $ 3.2 million producing advertising and marketing campaigns for mobile devices.

"Brazilians are receptive to mobile advertising and acceptance is due to several fatores.Pessoas for the first time are having access to smartphones, apps, mobile internet, mobile content are discovering a new way to connect with people and brands. The country has a cultural characteristic influencing a lot, like Brazil and has a lot of interest groups relate to the same profile, love to benefits, discounts and deals in general, "says Cristiano Kanashiro, CEO and founder of a company specializing in mobile marketing.

Advertising campaigns on mobile phones are trending worldwide and revenues for the sector in 2013 is expected to reach $ 11.4 billion - almost 27% more than was spent in 2012. But there are still points to be regulated, especially those that relate to consumer privacy. What are the limits of advertising and marketing on mobile devices?

For the lawyer Vitor Hugo Silva Leite, specialist Consumer Law Attorneys Office Bessa, receiving messages on mobile (SMS) advertising or promotional only if requested by customers for specific entries.

"Should not occur in a particular contract, whose sole object is the permission for receiving commercial messages, the contractual clause should be highlighted so that the client identify and understand easily - including in relation to the type of advertising you receive. It is also necessary that the consumer is informed of the means for canceling the service if you do not want to receive messages, "said the lawyer.

Kanashiro explains that any advertising campaign via SMS Kanamobi requires permission for sending text messages, known as opt-in. Like other types of notifications, for example, apps downloaded by users also request authorization for sending notifications.

"There are many cases where the companies themselves, brands and advertisers that capture the opt-in of its customers through call centers, physical forms, web and can perform their actions via SMS or other means, provided that they are protected and able prove the authorization for sending messages, "he explains.

A few months ago the store network Pernambucanas perform monthly mobile marketing actions. Using a tool geolocation sent over 80,000 coupons via SMS to the operator's base course. Potential customers passing close to the shops received an advertising message with an offer and had the option to refuse or receive content.

Impact on brands

Hiring illegal enterprises, not certified by authorized bodies, can render administrative and judicial punishments to companies that propagate and especially the contractors of this type of unauthorized mobile service.

"In the judicial sphere, it is possible that the consumer requires compensation, the conviction can reach values considerably higher, as for determination of the amount, in the case of damage, it takes into account what we call pedagogical, ie majora
It is the conviction that the conduct is not repeated, "concludes Silva Leite.



Source: UOL - Modern Consumer

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This article was translated by an automatic translation system, and was therefore not reviewed by people.

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