Since the kerfuffle about the mobile telephone directory, list broking is in the news. In the Daily Mail, the term is used with obvious distaste, as if the lists of numbers supplied to the company launching the directory were somehow unclean. The tone suggests dodgy deals done in shady corners, with reams of soiled paper appearing from under raincoats, and changing hands for bundles of used twenties.
I have my own concerns about the directory itself, but it is unfair to paint the list broking profession as the evil conduit in this project. Brokers simply put buyers and sellers together. The good list broker will understand the clients requirements, and suggest the best possible data, earning a cut out of the deal from the data supplier. I just hope the brokers concerned in this bit of business did their homework and thought about the possible consequences. Ditto the data suppliers.
Mobile numbers are required on all sorts of forms and applications these days. Usuually, if you look close enough, there is an opt out from direct marketing activity. But...is this direct marketing activity? As a directory owner, you could make a case for providing a service. The landline telephone directories operate on an opt-out basis - the only way to keep yourself out of them is to go ex-directory (and I am not sure that is much use anymore). So, is this any different?
Personally, I believe it is. As a list broker, you should look beyond the quick sale, and think of the consequences for the data supplier, and the industry beyond. The legality of the directory is being questioned, and consumer reaction to it is not positive. This may make mobile data harder to collect in the future.
Hugh Bessant
Blogging for:
Member since: 03 Jun 2008
Last login: 18 Nov 2009
Total Posts: 323
