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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


Purchase on Mobile

48% of total mobile users have made a purchase

3


Mobile in Context

66%

UK Smartphone

users used their phone

to aid their shopping

experience in store


Time spent on Media - US

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


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


1-1 Customer Relationships via Mobile


Mobile Messaging in the Purchase Cycle

Awareness

OP

T IN

Re

Enga

ge

Purchase


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


Permission Based Conversation

Keep the conversation going

Check in with your customers regularly

Give them opportunities to update their profiles


Keeping the Conversation Going


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.


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


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.


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


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


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

Somo Ltd - Copyright & Confidential 18


Thank you Contacts: Huw Aveston [email protected] +44 (0) 7780 975315 Charly Levene [email protected] +44 (0) 7956 318197 Richard Bowman [email protected] +44 (0) 7533 727623 Carl Uminski [email protected] +44 (0) 7740 758494 Nick Hynes [email protected] +44 (0) 7740 758490 Thomas Schulz [email protected] +44 (0) 7768 948011 Ross Sleight [email protected] +44 (0) 7956 227 920 Ed Chater [email protected] +44 (0) 7976 249019 Stewart Hunter [email protected] +44 (0)7900 181609 Oliver Watson [email protected] +44 (0) 7810 791035 Olivia Harvey [email protected] +44 (0) 7545 560644 Vinny Hayes [email protected] +44 (0) 7949 196615 Maani Safa [email protected] +44 (0) 7834 488333

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