One can argue that the most important word in mobile marketing is permission.
And it has meaning both when applied to mobile device owners and to technology.
Permission-based marketing is, according to the definition from the Mobile Marketing Association, “consent from consumers in advance of a continuing marketing dialogue taking place on mobile devices and in return for some kind of value exchange.”
And, when it comes to Mobile Marketing Automation, permission means defining roles and responsibilities so the right person can handle appropriate tasks within a platform. This leads to efficiently run campaigns that benefit the brand and the consumer or end-user of the app.
On the FollowAnalytics platform, the administrator may restrict each individual user’s access to features and particular apps. As an example, someone could only be allowed to look at analytics but not do campaigns, and only for a given app.
Or a user can be granted access to multiple apps – for instance, a corporate employee responsible for multiple brands could have separate but direct access to the platform’s UI, utilizing the dropdown at the top of the screen.
Now more on how a consumer’s granting of permission makes interactions richer, and more personal and rewarding for the user and the brand:
Again, quoting the Mobile Marketing Association from a white paper on permission-based marketing:
“At the heart of successful and effective permission based mobile marketing lies the concept of a value exchange: Consumers exchange their consent, and sometimes personal demographic and preference information, in advance, for a product, service or offer that they deem of interest, of relevance or of worth to them.
“When consumers give permission for brands and companies to interact with them, they expect the agreement to be kept: In return for sharing their contact information and personal preferences, companies must respect their privacy and offer true value. That value may be tangible and provide some commercial value, such as coupons, discounts or samples; or it may provide entertainment, or information,
such as apps or content.
“Executed correctly, permission based mobile marketing will enable brands to create more long- lasting relationships with consumers and help achieve compelling consumer engagement, higher response rates and superior returns on investment.”
Research from Alcatel-Lucent with 2,223 mobile youth in 11 countries showed that 63% said they would have an increased likelihood of purchasing products and services from preferred brands using a permission based mobile marketing service; 76% indicated that it is important for mobile ads to be based on their interests and preferences; 81% considered it very/extremely important to ask permission before sending ad messages on mobiles.
Early mobile marketing successes often came via mobile loyalty clubs. Repeated surveys have shown approximately one third of mobile owners in the U.S. open to joining.
As noted by the MMA, companies must find a balance between keeping the registration barrier low to encourage users to opt in and gaining enough information at opt in to create a rich database. The amount of personal information collected from consumers at registration should be limited. Over time and with the consumer’s consent, companies can combine this initial information with insight gleaned through user behavior to enhance each consumer’s preference profile in the database.
Categories of data that can be collected include:
- Basic demographics: gender, age and income or spending habits
- Interests: content categories such as news, entertainment, travel, dining
- Attitudes: values, opinions and lifestyle
- Location: home, workplace and real-time location
Given how personal a mobile device is in an individual’s life, it makes sense that permission is such a driver of positive experiences.
Think that way as you are formulating your team to interact with a Mobile Marketing Automation platform. Look to determine who would be best to own a particular task, then ensure that there is enough
internal dialogue so everyone is on the same overall page.
Done well, a permission-focused mobile program brings value to all involved.
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