Getting permissions right

How to do mobile and not annoy people mark@formatie.com @marktxt4ever txt4ever.wordpress.com Mark Brill

- txt4ever: messaging platform - Mobile marketing strategist,

consultant and lecturer - Chair of DMA Mobile Council

Mobile. A spam-free channel?

22% of consumers included soft opt-in marketing as spam

58% of UK consumers received a spam SMS in August 2011

DMA/Touluna Quicksurvey 2011

Many people know spam as this ...

3% of people replied to it

42% of UK mobile users have received this type of message

DMA/Touluna Quicksurvey 2011

... but consumers worry about brands

Buy it! Buy it!

Wha’eva

74% of people would opt-in for the right incentive

71% were concerned about spam and costs

41% would opt-in where they had control

DMA/IAB, 2010

Some brands get it right ...

... but not everyone

personalised

innovative

fun

creative

stylish

entertaining

relaxing

mood setter

persuasive

trustworthy

information

comprehensive

up to date

convenient

immediate

for me

undemanding

mobile

magazines

internet on PC

TV

radio

newspapers

another plus is I’m the only user where as a laptop I share with the wife!

I like to try new things with my new phone

Mobile is personal

You have to get it right! - 98% recall of brand SMS* - Good or bad, they won’t forget you!

Orange Exposure 2010 // *DMA/IAB 2010

Just because you have a database...

... doesn’t mean you have permission

How old is the data?

Are they expecting your message?

How did you get it?

‘How did you get my number?’

Be engaging

Personalisation is NOT a mail merge!

150% higher response with MMS than SMS

Be useful

It’s not just who, but also ...

What?

When?

Where?

Getting it right

Website

Direct Mail

Social media

Email

Integration is key

Social

Press ads

The result?

Weekly offers only for selected ranges

Specific and broad opt-outs

Three offers per month

Cut-off times for SMS

Nearly 1.5 million people opted-in to receive offers

Messaging. The driver for mobile

Develop campaigns over time

Use test and learn

Meet customers expectations

An opt-in is not a reason for endless messages

Brands need to sit naturally with their consumers

Thank you

mark@formatie.com @marktxt4ever txt4ever.wordpress.com

Questions?