Bricks + Mobile 2011 - How Permission Based Marketing Will Transform Consumer Engagement


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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 started

Published in: Business, Technology
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Bricks + Mobile 2011 - How Permission Based Marketing Will Transform Consumer Engagement

  1. 1. How Permission Based Marketing will transform Consumer Engagement Jay Highley, CEO and Founder, Pangea Partners
  2. 2. What is Permission Based Marketing Anyway??
  3. 3. US Mobile Advertising Spending, 2009-2014 (millions and % change) Note: includes mobile message advertising, mobile display advertising and mobile search advertising
  4. 4. The Power of Mobile Engagement is in Pull….. … ..Not Push Marketing
  5. 5. 57% of Consumers say they want it……. … .and 90% say they gain value from it… … .yet 80% say they have never been asked
  6. 6. … .. To Join an SMS based mobile loyalty Program
  7. 7. Isn’t this what we are looking for??
  8. 8. Capture THE most important consumer Identifier. … AND.... . Get permission to use it!
  9. 9. Vs. Permission Based Smartphone Application….. <ul><li>50% of the overall mobile device market by end of 2011? </li></ul><ul><li>Cluttered with over 300,000 applications </li></ul><ul><li>Less than 10% are downloaded more than 10,000 times </li></ul><ul><li>Average life span of an app on a smart phone is two months </li></ul>
  10. 10. Typical Mobile Marketing Opt-In Program 1. Customers opt-in 2. Cell# captured 3. Entered in mobile db
  11. 11. 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 Identity But Here’s the Problem…..
  12. 12. Typical Text Marketing Program 1. Customers opt-in 2. Cell# captured 3. Entered in mobile db
  13. 13. You think you’re targeting her but your sending the message to him! CPM…… not CRM
  14. 14. Look Beyond the Mobile Number…. So you can…….
  15. 15. Don’t waste money! Hit the right target!! Enhanced Targeting = Effective CRM & Marketing
  16. 16. Mobile Marketing 101
  17. 17. <ul><li>Outdoor Billboard </li></ul><ul><li>Radio </li></ul><ul><li>Sports Venues/Events </li></ul><ul><li>On-site Ambassadors </li></ul><ul><li>TV </li></ul><ul><li>Festival/Parade </li></ul><ul><li>Email </li></ul><ul><li>Print </li></ul><ul><li>In-store signage (posters, table tents, etc) </li></ul>How to build your mobile Database…
  18. 18. <ul><li>Member Growth Trends </li></ul><ul><li>Opt-in and Opt-out Rates </li></ul><ul><li>Viral Growth Rates per Engagement </li></ul><ul><li>Redemption Rates </li></ul><ul><li>Average “ring” per Redemption </li></ul><ul><li>Average Engagements per Month </li></ul><ul><li>Cost per Redemption </li></ul><ul><li>Cost per Engagement </li></ul><ul><li>Cost per Member </li></ul><ul><li>“ True” ROI for the overall Program </li></ul>Measuring Your Results is Key…..
  19. 19. How fast should your member base grow?? <ul><li>250 Members per Location in 90 days……… Average </li></ul><ul><li>500 Members per Location in 90 days……… Exceptional </li></ul><ul><li>700 Members per Location in 12 months…… Average </li></ul><ul><li>1200 Members per Location in 12 months…. Exceptional </li></ul>
  20. 20. What you should be shooting for…. 10% 90%
  21. 21. It’s all about making the Pieces work Together! © Napean LLC. All rights reserved. Mobile CRM SMS/MMS Mobile Web/Applications E-Mail Direct Mail Social Networking
  22. 22. Three tips on getting started….. <ul><li>Set realistic objectives and expectations </li></ul><ul><li>Get support and buy-in from you executive team </li></ul><ul><li>It’s a program……… not an ad campaign </li></ul>
  23. 23. Questions?? Jay Highley Mobile: 317-414-5000 [email_address]