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Somo Ltd - Copyright & Confidential 1

Presented by:

Presented on:

Somo Ltd - Copyright & Confidential

Mobile Permission Based Marketing

3rd Oct 2011

21.8 M

Mobile Web users every month

Somo Ltd - Copyright & Confidential Somo Ltd - Copyright & Confidential

“Consumers want this, they want the stuff that they want when they want it, and mobile enables them to buy it now." Alex Barza – Mobile Marketing

• Samantha Hart

Somo Ltd - Copyright & Confidential

Purchase on Mobile

48% of total mobile users have made a purchase

3

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Mobile in Context

66%

UK Smartphone

users used their phone

to aid their shopping

experience in store

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Time spent on Media - US

Mobile now the fourth most engaged media after: TV Online Radio

Somo Ltd - Copyright & Confidential Somo Ltd - Copyright & Confidential

So – What is Permission Based Marketing? Creating 1-1 Permission Based Relationship’s Developing the Dialogue and Relevant Targeting the Message Cutting out the Noise

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1-1 Customer Relationships via Mobile

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Mobile Messaging in the Purchase Cycle

Awareness

OP

T IN

Re

Enga

ge

Purchase

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Relevancy

• All demographics will receive a number of SMS messages per day

• This will increase over time

• Your message has to cut through the noise and speak volumes

• Once your audience is

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Permission Based Conversation

Keep the conversation going

Check in with your customers regularly

Give them opportunities to update their profiles

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Keeping the Conversation Going

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Key Permission - Aspects?

• Getting permission and building trust with consumers takes relevancy and effort, but when it’s done right it delivers tangible rewards and continuous dialogue/purchase/buyer behaviour.

• Getting the consumer’s permission elevates your message from SPAM to information.

• With that foundation in place, you’re ready to start building a mutually beneficial relationship that will enable your products to be purchased and or engaged with.

• Permission makes consumers more receptive to your brand messages – develops dialogue and increases your

1-1 marketing reach and effectiveness.

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Legal Aspects of Opt In and Opt Out Assumptive – opt in (pre opt in) with clear Opt Out – You have been chosen? Explicit opt in – (opt in invite) with clear call to action - Why not try? Absorb the cost for the consumer of your marketing messages Don’t market to consumers that have not opted in The legal requirements are not yet truly defined so make sure that you are aware of the all the legal changes

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You must avoid Interruption and Spam The average consumer sees about one million marketing messages a year or

about 3,000 a day, up substantially from even 10 years ago.

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Mothers Day Orange MMS campaign

• Click to call MMS delivered to 19,953 opted in consumers

Hi thx i’m interested

Ok then

Ok x

Tell me more how

much

You could have this a

bit earlier in the week

Thank you

Thanx

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Somo Agency Partnerships with opted in list providers

• We have relationships with

• Whom work exclusively with Orange/T-mobile/O2/Virgin/

3 Mobile

• This represents approx 7 mill mobile opted in audience across:

• Sport/Gaming/Music/Film/Travel/Motoring/Health/Fashion

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Mobile 1-1 Marketing Mobile is always referred to the most personal medium.

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Somo Ltd - Copyright & Confidential

Thank you Contacts: Huw Aveston huw@somoagency.com +44 (0) 7780 975315 Charly Levene charly@somoagency.com +44 (0) 7956 318197 Richard Bowman richardb@somoagency.com +44 (0) 7533 727623 Carl Uminski carl@somoagency.com +44 (0) 7740 758494 Nick Hynes nick@somoagency.com +44 (0) 7740 758490 Thomas Schulz thomas@somoagency.com +44 (0) 7768 948011 Ross Sleight ross@somoagency.com +44 (0) 7956 227 920 Ed Chater ed@somoagency.com +44 (0) 7976 249019 Stewart Hunter stewart@somoagency.com +44 (0)7900 181609 Oliver Watson oliver@somoagency.com +44 (0) 7810 791035 Olivia Harvey olivia@somoagency.com +44 (0) 7545 560644 Vinny Hayes vinny@somoagency.com +44 (0) 7949 196615 Maani Safa maani@somoagency.com +44 (0) 7834 488333