Optism™

We’ll be taking a short hiatus from Permission marketing in the news, but before we head off for end-of-year celebrations, we’ve got a few interesting articles from this week that underscore the incredible opportunity presented by mobile marketing.

Wireless week reported on a recent survey conducted by Hipcricket into “what cell phone users do and don’t want on their mobile when it comes to advertising.” Survey results indicate that “57 percent of respondents would be interested in opting in to a brand’s loyalty club” but “80 percent of respondents…have not been marketed to by their favorite brands.” And it appears those who have opted into loyalty clubs are enjoying the experience. “Fully 90 percent of those who had participated in a mobile loyalty club gained value from being a part of the club.” We believe these results are proof that the market is ripe for permission and preference based mobile marketing and members of the ecosystem including mobile operators, brands/marketers, and media agencies need to take advantage of this opportunity. Read the rest of this entry »

In Part 1 of her podcast with Indian millennials, Peggy Anne Salz explored the young people’s attitudes to mobile marketing and discovered just how attached they are to their mobile devices. In Part 2, the group discusses how mobile marketing can deliver value to these millennials. Check out Part 2 of the podcast now.

This week, we’ve got several articles that are paying close attention to people’s reactions to marketing efforts – and that’s a focus we’re keen to promote!

Clickz recently took a look at where mobile and social fit in B2B email. The article focuses on how to make a connection with your audience across multiple channels including mobile. Mobile can be a great way to interact with your customers, but to do it successfully you should build trust and loyalty by getting the users’ permission first. “The most successful and compelling cross-channel content usually focuses on one of three topics. It offers an “insider” VIP experience; it is time-sensitive information; or it is geographic-centric.” The term “insider” experience speaks to value exchange and relevancy. “The goal of your cross-channel marketing efforts should be to drive the conversation with your customers and prospects” and “to drive the conversation, you need to build the relationship with your subscribers.” At Optism, we whole heartedly agree with this approach. We believe that if marketers spend the time to build trust, respect users’ privacy, and create a relevant and valuable experience, positive results will come. Read the rest of this entry »