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The future of permission marketing


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The future of permission marketing - a (very) quick overview. Slides used by CEO Matt McNeill at WebIt Expo 2012, Istanbul.

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The future of permission marketing

  1. 1. The future of permission marketing
  2. 2. The future is...More connected
  3. 3. The future is... More mobile
  4. 4. The future is...More personal
  5. 5. More connected:A joined up approach is now essential
  6. 6. How can consumers be reached online? SMS Email Facebook LinkedIn Twitter Google+ Tumblr Pinterest 0 1,750 3,500 5,250 7,000 Active Users (Millions) - May 2012
  7. 7. 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)
  8. 8. Different types of content•Social: non-critical, simple, worth talking about (brand)•SMS: time sensitive, highly relevant (action)•Email: personal, information rich (action & brand)
  9. 9. 90% of US consumerscommonly switch devices to complete a task Google:
  10. 10. Choose the rightmessage for each channel
  11. 11. More mobile:Everything is now mobile
  12. 12. Mobile is becoming the primary message consumption platform•Facebook: 20% of users only on mobile•Twitter: 80% use mobile•Email: 36% of email opened on a mobile device
  13. 13. Reflected in different click-through rates •Twitter: 1.64% •Facebook: 2.19% •Email: 2.95%
  14. 14. Optimise your directmarketing 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
  15. 15. More personal:Relevance is everything
  16. 16. Personalisation means different things for different channels•Facebook: EdgeRank filters content•Twitter: Consumers filter content (follow/unfollow/search)•Email: Sender determines content - users unsubscribe
  17. 17. Timing is criticalDetermined 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!
  18. 18. Allow users to time-shiftcommunications
  19. 19. Consumers device and channel-hop:attribution becomes difficult