The future of permission marketing
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Transcript of The future of permission marketing
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The future of permission marketing
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More connectedThe future is...
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More mobileThe future is...
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More personalThe future is...
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More connected:A joined up approach is
now essential
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SMSEmail
FacebookLinkedInTwitter
Google+Tumblr
0 1,750 3,500 5,250 7,000
Active Users (Millions) - May 2012
How can consumers be reached online?
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Different modes of consumption
•Social media: transient, filtered, no persistence
•SMS: immediate, brief, functional, some persistence
•Email: content rich, personal, persistent (save it for later)
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•Social: non-critical, simple, worth talking about (brand)
•SMS: time sensitive, highly relevant (action)
•Email: personal, information rich (action & brand)
Different types of content
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90% of US consumers commonly switch devices to
complete a task
Google: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
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Choose the right message for each
channel
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More mobile:Everything is now mobile
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•Facebook: 20% of users only on mobile•Twitter: 80% use mobile•Email: 36% of email opened on a mobile device
Mobile is becoming the primary message consumption platform
http://venturebeat.com/2012/07/31/facebook-mobile-maus/http://econsultancy.com/uk/blog/9884-twitter-hits-10m-uk-users-80-use-mobile
http://www.emailmonday.com/mobile-email-usage-statistics
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•Twitter: 1.64%•Facebook: 2.19%•Email: 2.95%
Reflected in different click-through rates
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Optimise your direct marketing for mobile devices•Short, simple calls to action•Use media queries to optimise email campaigns•Make sure your ecommerce site is mobile optimised•Make it easy to switch platforms and channels
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More personal:Relevance is everything
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•Facebook: EdgeRank filters content•Twitter: Consumers filter content (follow/unfollow/search)•Email: Sender determines content - users unsubscribe
Personalisation means different things for different channels
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Determined by channel, message and relationship:• Email - provides the most control, use data to optimise• Twitter - very narrow window, repetition can be useful• Facebook - controlled by EdgeRank• Mobile - near instant consumption. Be careful!
Timing is critical
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Allow users to time-shift
communications
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Consumers device and channel-hop:
attribution becomes difficult