Permission marketing in the news – focusing on Asia-Pacific, permission and privacy
By Optism Team, May 13, 2011
This week we cover some excellent reports from the Mobile Marketing Association (MMA) Forum in Singapore, as well as other mobile marketing and advertising updates with a particular focus on the Asia-Pacific region.
If you weren’t able to get to Singapore last week, there are several recaps that are the next best thing to being there. Keynote speaker, author and expert Tomi Ahonen provides a stunning synopsis in his blog post “Whats Happenin’ in Mobile Marketing? MMA Forum Asia review – the most astonishing event ever!” Tomi’s report is chock full of interesting case studies and stats from “the biggest growth region of the strongest growth industry on the planet.” We were also happy to hear that Gavin Mehrotra, Director of International Media for the Coca Cola Company, started his presentation off by saying that “SMS is the number 1 priority at Coca Cola in mobile” and that you need it to reach just about every person on the planet. Amen!
At Plugged In, you can read insights about youth and mobile advertising in India from Antti Ohrling, co-founder of Blyk. According to Ohrling. “The most important thing for brands to understand youth is to find out what they are up to. It’s not about finding out who they are or where they are, it’s ‘what they are up to’ today.” A separate MMA Forum Singapore roundup post at Plugged In provides more details on presentations at the Forum from the likes of CSL, Isobar, Turkcell and Google. There’s lots to read so make sure you have your favorite beverage on hand before you dive in.
In “Permission based Mobile Marketing for the benefit of Advertisers, Operators and the Subscribers” Gaurav Maurya at InsightVAS interviews Mr. Himanshu Sahu, Director, Applications Group, at Alcatel Lucent about the mobile advertising ecosystem in India and how mobile operators can play a greater role. Sahu believes that mobile advertising will be successful in India given the penetration of mobile phones to over 800 million subscribers across the country. Sahu goes on to say that by using “permission and preferences” big brands can reach out to users. He points out that by relying on a permission-based service, “This is not intrusive and advertisers get to engage with the end users in a more meaningful dialogue.”
This week telecomasia.net takes a look at the viability of opt-in mobile marketing programs for operators in Asia. Some industry people are questioning the value of mobile marketing programs that use reward schemes to get users to opt-in and view ads. Are users just after freebies and simply tolerating the ads? Other marketers believe that if operators stick to the opt-in mobile marketing plan, we will see progress in this space. For example, Maxis in Malaysia has already seen promising results from its opt-in program that has 2.9 million subscribers. There are challenges with the developing markets in Asia, given that subscriber bases are largely pre-paid and mobile operators have little information on their subscribers. Joseph Alcazar at Smart believes profiling has a significant role to play in the success of mobile advertising. Alcazar goes on to note that agencies may not be able to service all markets. “You need to capture the long tail by engaging mom and pop shops as customers, these shops have direct relationships and affinity with consumers and may play a major role in a more efficient mobile campaign.”
Permission and privacy were hot topics in the US when Senator Al Franken (D-Minn), chairman of the Senate Judiciary Subcommittee on Privacy, Technology and the Law held a hearing on whether smartphone users’ rights are being violated by the likes of Apple and its iPhone and iPad, and Google with the Android phone, and their location-based technology. Last month British researchers found that iPhones contained an unencrypted file of the user’s whereabouts for the last year. Charles King, principal analyst with Pund-IT, told eWeek, “What I think is necessary is that users be made aware of how applications are being used to track their location, and how that data is being stored. The information is useful to the companies collecting it, and can be sorted, analyzed, sold, and used for marketing and advertising.” He went on, “Consumers need to be aware of this so that they can make informed decisions about which apps they are willing to allow to collect their user information.” Of course, this doesn’t just apply to “apps”, but to mobile in general. Transparency goes a long way to building trust with users.
Jay Highley, CEO and Founder of Pangea Partners, shares his presentation from Bricks + Mobile 2011 on “How Permission Based Marketing will Transform Consumer Engagement.” Highley’s presentation focuses on using mobile for “pull” not “push” marketing. He urges retailers to “look beyond the mobile phone number to enhance targeting for more effective customer relationship management and marketing.” Highly also outlines the importance of making “all of the pieces work together” so that marketing programs such as Mobile CRM, email, direct mail and social networking don’t stand alone.