bricks + mobile 2011 - how permission based marketing will transform consumer engagement
DESCRIPTION
Despite the explosive growth in smartphones and smartphone applications, standard text messaging (“SMS”) is still the gold standard in mobile engagement. It works on any phone, is all permission based and it’s immediacy can drive traffic through the front doors. When it comes to building permission based mobile databases, the building of the member base is usually the easy part. Creating value and consumer engagement once the database is built is the real trick. Find out how to make this mobile marketing workhorse deliver for you and your company. In this session you will learn: •Techniques to build a high value Opt in mobile database •How to leverage and mine the power of your mobile database •Tips on integrating your mobile database into your overall CRM strategy •When and how to engage your consumer •How SMS fits in with mobile apps and mobile web •Three tips on getting a successful program startedTRANSCRIPT
How Permission Based Marketing will transform Consumer Engagement
Jay Highley, CEO and Founder, Pangea Partners
What is Permission Based Marketing Anyway??
US Mobile AdvertisingSpending, 2009-2014(millions and % change)
Note: includes mobile message advertising, mobile display advertising and mobile search advertising
The Power of Mobile Engagement is in Pull…..
…..Not Push Marketing
57% of Consumers say they want it…….
….and 90% say they gain value from it…
….yet 80% say they have never been asked
….. To Join an SMS based mobile loyalty Program
Isn’t this what we are looking for??
Capture THE most important consumer Identifier.
…AND.....
Get permission to use it!
Vs. Permission Based Smartphone Application…..
• 50% of the overall mobile device market by end of 2011?
• Cluttered with over 300,000 applications
• Less than 10% are downloaded more than 10,000 times
• Average life span of an app on a smart phone is two months
Typical Mobile Marketing Opt-In Program
1. Customers opt-in 2. Cell# captured 3. Entered in mobile db
You know their cell number…
…but you don’t know anything about them.
It’s difficult to tie mobile data into your CRM or other marketing databases.
True IdentityTrue Identity
But Here’s the Problem…..
Typical Text Marketing Program
1. Customers opt-in 2. Cell# captured 3. Entered in mobile db
You think you’re
targeting her
but your
sending the
message to
him!
CPM…… not CRM
Look Beyond the Mobile Number….
So you can…….
Don’t waste money! Hit the right target!!
Enhanced Targeting = Effective CRM & Marketing
Mobile Marketing 101
Outdoor Billboard Radio Sports Venues/Events On-site Ambassadors TV Festival/Parade Email Print In-store signage (posters, table tents, etc)
How to build your mobile Database…
Member Growth Trends Opt-in and Opt-out Rates Viral Growth Rates per Engagement Redemption Rates Average “ring” per Redemption Average Engagements per Month Cost per Redemption Cost per Engagement Cost per Member “True” ROI for the overall Program
Measuring Your Results is Key…..
How fast should your member base grow??
250 Members per Location in 90 days……… Average 500 Members per Location in 90 days……… Exceptional
700 Members per Location in 12 months…… Average 1200 Members per Location in 12 months…. Exceptional
What you should be shooting for….
10%
90%
It’s all about making the Pieces work Together!
© Napean LLC. All rights reserved.
21
SMS/MMS
Mobile Web/Applic
ations
Direct Mail
Social Networking
Mobile CRM
Three tips on getting started…..
• Set realistic objectives and expectations• Get support and buy-in from you
executive team• It’s a program……… not an ad campaign
