Kevin Dugan recounts an experience he had at his local coffee shop regarding his mobile phone number:
[â€¦] my barista encouraged me to sign up for information on future promotions and events.
She told me to write down my cell phone or, if I was willing, my email.
This struck me as odd. Personally Iâ€™d hand over an email address before Iâ€™d give over my cell phone number. My barista noted that most customers donâ€™t consider a quick text (a temporary message passing through their phone) to be as intrusive as an e-mail (a permanent, official message clogging up their inbox).
Iâ€™ve not experienced that here in the UK but itâ€™s surely only a matter of time before you see something similar happening, for a reason similar to that which Kevin cites.
But would I actually give out my mobile phone number in such a case?
I find an email address much easier to give out on demand because I have an unlimited supply of one-time or disposable addresses that are wholly apart from my own email addresses, thanks to OtherInbox.
So if a business decides to email me after they said they wouldnâ€™t, or deluges me with marketing spam, I can comfortably ignore it all if I used a disposable address.
Sadly, such email-spam things happen all too often. No trust there.
The trouble with mobile phone numbers is that disposable numbers such as my email example donâ€™t really exist as far as I know: I canâ€™t just make up a number on the fly as I can with email addresses.
But maybe none of this really matters depending on your generation, as Kevin notes with some US behaviour stats:
Media Post [notes that] â€œ52% of Millennials strongly appreciate communication via cell phone or text message and 55% said the same about social networking sites. This compares with the General Population at 38% and 39%, respectively.â€
Bottom line is that yesterdayâ€™s approaches are working less effectively today and they arenâ€™t going to work at all tomorrow.
I agree with Kevinâ€™s conclusion. Trustâ€™s important, though. Maybe the younger you are, the more willing you are to trust.
- FIR Live #16: August 22, 2009 â€“ panel discussion about email marketing