Optism™

Check out Part Two of Peggy Anne Salz's podcasted interview with Ogilvy's Rory Sutherland on MobileGroove. Sutherland talks about why he believes “the proper way to measure the importance (and effectiveness) of mobile in the marketing mix is not to look at spend.” What's really important, Sutherland says, is that the marketing “produce a human reaction which leads to some form of behavior change.” With mobile marketing, the ideal behavior to strive for is customer engagement. Sutherland explores this idea in this week's podcast and provides examples of how mobile has been used to encourage customer feedback and enhance customer service.

If you missed it last week, you might want to start with Part One of the podcast, in which Sutherland and Peggy talk about the things mobile is “spectacularly good” at and how companies can take full advantage of mobile marketing's unique capabilities.

Optism provides permission-based, mobile marketing services. Providing the opportunity for mobile subscribers to opt-in to advertising messages based on their preferences is the core tenant of our service. Our blog series Permission Marketing in the News has been highlighting mobile and other permission marketing news for the past year. The leading proponent of permission marketing is Seth Godin who coined the term in his book Permission Marketing in 1999. To celebrate our one year anniversary, we are running a series of blog posts summarizing his book chapter by chapter and analyzing how changes in the mobile and advertising marketplace have impacted the recommendations in his book.

Here are our summaries of earlier chapters: One, Two, Three, Four and  Five.

In Chapter Six, Seth introduces the five levels of permission, warning that “all permission is not created equal.” He covers a lot of ground in this chapter, so we encourage you to go directly to the source. The following paragraphs are only highlights from the book.

The five permission levels are:

1. Intravenous (and “purchase on approval” model)
2. Points (liability model and chance model)
3. Personal relationships
4. Brand trust
5. Situational Read the rest of this entry »

For an agency perspective on the value of mobile marketing, check out part one of Peggy Anne Salz's podcasted interview with Ogilvy's Rory Sutherland on MobileGroove. Mobile, according to Sutherland, is “spectacularly good” at some things that others, like Google, can't do. Mobile can enable brands “to interact with people during target moments (I need something now), target moods (I want something now) and target mindsets (I am considering a purchase, for example).” In the podcast, Sutherland illustrates his points with examples of how companies can take full advantage of mobile marketing's unique capabilities.