bricks + mobile 2011 - how permission based marketing will transform consumer engagement

How Permission Based Marketing will transform Consumer Engagement

Jay Highley, CEO and Founder, Pangea Partners

What is Permission Based Marketing Anyway??

US Mobile AdvertisingSpending, 2009-2014(millions and % change)

Note: includes mobile message advertising, mobile display advertising and mobile search advertising

The Power of Mobile Engagement is in Pull…..

…..Not Push Marketing

57% of Consumers say they want it…….

….and 90% say they gain value from it…

….yet 80% say they have never been asked

….. To Join an SMS based mobile loyalty Program

Isn’t this what we are looking for??

Capture THE most important consumer Identifier.

…AND.....

Get permission to use it!

Vs. Permission Based Smartphone Application…..

• 50% of the overall mobile device market by end of 2011?

• Cluttered with over 300,000 applications

• Less than 10% are downloaded more than 10,000 times

• Average life span of an app on a smart phone is two months

Typical Mobile Marketing Opt-In Program

1. Customers opt-in 2. Cell# captured 3. Entered in mobile db

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 IdentityTrue Identity

But Here’s the Problem…..

Typical Text Marketing Program

1. Customers opt-in 2. Cell# captured 3. Entered in mobile db

You think you’re

targeting her

but your

sending the

message to

him!

CPM…… not CRM

Look Beyond the Mobile Number….

So you can…….

Don’t waste money! Hit the right target!!

Enhanced Targeting = Effective CRM & Marketing

Mobile Marketing 101

Outdoor Billboard Radio Sports Venues/Events On-site Ambassadors TV Festival/Parade Email Print In-store signage (posters, table tents, etc)

How to build your mobile Database…

Member Growth Trends Opt-in and Opt-out Rates Viral Growth Rates per Engagement Redemption Rates Average “ring” per Redemption Average Engagements per Month Cost per Redemption Cost per Engagement Cost per Member “True” ROI for the overall Program

Measuring Your Results is Key…..

How fast should your member base grow??

250 Members per Location in 90 days……… Average 500 Members per Location in 90 days……… Exceptional

700 Members per Location in 12 months…… Average 1200 Members per Location in 12 months…. Exceptional

What you should be shooting for….

10%

90%

It’s all about making the Pieces work Together!

© Napean LLC. All rights reserved.

21

SMS/MMS

Mobile Web/Applic

ations

E-Mail

Direct Mail

Social Networking

Mobile CRM

Three tips on getting started…..

• Set realistic objectives and expectations• Get support and buy-in from you

executive team• It’s a program……… not an ad campaign

Questions??

Jay HighleyMobile: 317-414-5000

jhighley@pangeapartnersllc.com