One of the areas my group and USPIRG asked the Federal Trade Commission to address in our complaint filed this week was mobile marketing to Hispanic-Americans. An entire marketing infrastructure has evolved to target this important group; many questions remain about what they are being offered and how the mobile marketing has been structured. As Media Post explained yesterday in an article on the Hispanic mobile market: “…because they lag behind the general population for Internet access, many will first go online via their cell phones. In fact, they significantly over-index when consuming mobile content. According to comScore m:metrics, 71% of Hispanics consume content on cell phones compared to the market average of 48%. In addition, Hispanics tend to notice and respond well to ads on cell phones. Nielsen’s recent “Mobile Advertising Report” highlighted that Hispanic data users are more likely to recall seeing ads on mobile phones (41% compared with 30% of non-Hispanics) and more likely to have responded (22% vs. 13%).”
One mobile marketing company that is now also focused on the Hispanic market promises potential advertisers that it “utilizes advanced profiling capabilities that are inherent to the platform’s automated learning engine – meaning that the platform learns from previous customer interactions to automatically and organically build up profiles of users and their individual preferences. Each subsequent campaign is then automatically optimized (no human interaction is required!) in order to deliver the most personalized message possible that is based 100% on the user’s profile.”
We are not opposed to mobile marketing. But systems of data collection, profiling, and targeting must be transparent, disclosed, and controllable (a real opt-in) by the users.
