Mobile Permission Based Marketing                                                                   21.8 MPresented by:   ...
“Consumers want this, they want the stuff that they     want when they want it, and mobile enables them to buy     it now....
Purchase on Mobile          48% of total mobile users have made                       a purchase                    Somo L...
Mobile in Context                 66%                UK Smartphone            users used their phone             to aid th...
Time spent on Media - USMobile now thefourth most engagedmedia after:TVOnlineRadio                      Somo Ltd - Copyrig...
So – What is Permission Based Marketing?Creating 1-1 Permission Based Relationship’sDeveloping the Dialogue and RelevantTa...
1-1 Customer Relationships via Mobile                Somo Ltd - Copyright & Confidential
Mobile Messaging in the Purchase Cycle                     OPT IN                                                        R...
Relevancy• All demographics will receive a number of SMS  messages per day• This will increase over time• Your message has...
Permission Based Conversation                                                              Give them                      ...
Keeping the Conversation Going               Somo Ltd - Copyright & Confidential
Key Permission - Aspects?• Getting permission and building trust with consumers takes relevancy  and effort, but when it’s...
Legal Aspects of Opt In and Opt OutAssumptive – opt in (pre opt in) with clear Opt Out – You have been chosen?Explicit opt...
You must avoid Interruption and SpamThe average consumer sees about one million marketing messages a year or        about ...
Mothers Day Orange MMS campaign                         • Click to call MMS delivered to 19,953                           ...
Somo Agency Partnerships with opted in list                   providers• We have relationships with• Whom work exclusively...
Mobile 1-1 MarketingMobile is always referred to the most personal medium.                          Somo Ltd - Copyright &...
Somo Ltd - Copyright & Confidential   18
Thank you             Contacts:             Huw Aveston               huw@somoagency.com        +44 (0) 7780 975315       ...
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  1. 1. Mobile Permission Based Marketing 21.8 MPresented by: Presented on: 3rd Oct 2011 Mobile Web users every month Somo Ltd - Copyright && Confidential Somo Ltd - Copyright Confidential 1
  2. 2. “Consumers want this, they want the stuff that they want when they want it, and mobile enables them to buy it now." Alex Barza – Mobile Marketing• Samantha Hart Somo Ltd - Copyright & Confidential
  3. 3. Purchase on Mobile 48% of total mobile users have made a purchase Somo Ltd - Copyright & Confidential 3
  4. 4. Mobile in Context 66% UK Smartphone users used their phone to aid their shopping experience in store Somo Ltd - Copyright & Confidential
  5. 5. Time spent on Media - USMobile now thefourth most engagedmedia after:TVOnlineRadio Somo Ltd - Copyright & Confidential
  6. 6. So – What is Permission Based Marketing?Creating 1-1 Permission Based Relationship’sDeveloping the Dialogue and RelevantTargeting the MessageCutting out the Noise Somo Ltd - Copyright & Confidential
  7. 7. 1-1 Customer Relationships via Mobile Somo Ltd - Copyright & Confidential
  8. 8. Mobile Messaging in the Purchase Cycle OPT IN Re Engage Awareness Purchase Somo Ltd - Copyright & Confidential
  9. 9. Relevancy• All demographics will receive a number of SMS messages per day• This will increase over time• Your message has to cut through the noise and speak volumes• Once your audience is Somo Ltd - Copyright & Confidential
  10. 10. Permission Based Conversation Give them opportunities to update their Check in with profiles your customers regularly Keep the conversation going Somo Ltd - Copyright & Confidential
  11. 11. Keeping the Conversation Going Somo Ltd - Copyright & Confidential
  12. 12. Key Permission - Aspects?• Getting permission and building trust with consumers takes relevancy and effort, but when it’s done right it delivers tangible rewards and continuous dialogue/purchase/buyer behaviour.• Getting the consumer’s permission elevates your message from SPAM to information.• With that foundation in place, you’re ready to start building a mutually beneficial relationship that will enable your products to be purchased and or engaged with.• Permission makes consumers more receptive to your brand messages – develops dialogue and increases your 1-1 marketing reach and effectiveness. Somo Ltd - Copyright & Confidential
  13. 13. Legal Aspects of Opt In and Opt OutAssumptive – opt in (pre opt in) with clear Opt Out – You have been chosen?Explicit opt in – (opt in invite) with clear call to action - Why not try?Absorb the cost for the consumer of your marketing messagesDon’t market to consumers that have not opted inThe legal requirements are not yet truly defined so make sure that you are awareof the all the legal changes Somo Ltd - Copyright & Confidential
  14. 14. You must avoid Interruption and SpamThe average consumer sees about one million marketing messages a year or about 3,000 a day, up substantially from even 10 years ago. Somo Ltd - Copyright & Confidential
  15. 15. Mothers Day Orange MMS campaign • Click to call MMS delivered to 19,953 opted in consumers You could Thanx Hi thx i’m have this a bit earlier in interested Ok then the week Tell me more how Thank Ok x much you Somo Ltd - Copyright & Confidential
  16. 16. Somo Agency Partnerships with opted in list providers• We have relationships with• Whom work exclusively with Orange/T-mobile/O2/Virgin/ 3 Mobile• This represents approx 7 mill mobile opted in audience across:• Sport/Gaming/Music/Film/Travel/Motoring/Health/Fashion Somo Ltd - Copyright & Confidential
  17. 17. Mobile 1-1 MarketingMobile is always referred to the most personal medium. Somo Ltd - Copyright & Confidential
  18. 18. Somo Ltd - Copyright & Confidential 18
  19. 19. Thank you Contacts: Huw Aveston huw@somoagency.com +44 (0) 7780 975315 Charly Levene charly@somoagency.com +44 (0) 7956 318197 Richard Bowman richardb@somoagency.com +44 (0) 7533 727623 Carl Uminski carl@somoagency.com +44 (0) 7740 758494 Nick Hynes nick@somoagency.com +44 (0) 7740 758490 Thomas Schulz thomas@somoagency.com +44 (0) 7768 948011 Ross Sleight ross@somoagency.com +44 (0) 7956 227 920 Ed Chater ed@somoagency.com +44 (0) 7976 249019 Stewart Hunter stewart@somoagency.com +44 (0)7900 181609 Oliver Watson oliver@somoagency.com +44 (0) 7810 791035 Olivia Harvey olivia@somoagency.com +44 (0) 7545 560644 Vinny Hayes vinny@somoagency.com +44 (0) 7949 196615 Maani Safa maani@somoagency.com +44 (0) 7834 488333 Somo Ltd - Copyright & Confidential

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