1. Permission Based Mobile
Marketing
Paul Berney CMO & MD EMEA
Mobile Marketing Association
London 3rd October 2011

2. Why permission marketing?
Because marketing is
changing…

3. ..and consumers are changing
Convenienc
e need &
control

4. MMA Task Force
3rd October 2011
Contributing Sponsors
Contributors
Lenco Mobile Pontiflex Velti Vodafone

5. What is it?
“The practice of gaining consent
from consumers in advance of a
continuing marketing dialogue
taking place on mobile devices and
in return for some kind of value
exchange."

6. Value exchange is essential
“Consumers exchange their consent,
and sometimes personal demographic
and preference information, in advance,
for a product, service or offer that they
deem of interest, of relevance or of
worth to them”

7. A four-stage process
1. Gaining consent
4. Ongoing enhancement 2. Creating a database
of the preference profile of preference profiles
3. Establishing mobile as a
commercial media channel

8. Key benefits for consumers
• Engagement with the brands they love and
consume
• Access to exclusive offers, content vouchers, news
and competitions
• Operator incentives such as; voice, text, data etc.
• Ability to control experiences by tuning
preferences in real time
• The ability to control their personal profile,
preferences and advertising experience

9. Key benefits for brands and
agencies
• Ability to be targeted and contextually relevant
• Receiving immediate response to communications
• Interactive dialogue
• High degree of personalisation
• Developing opt-in models preventing wasted advertising
spend
• Tracking and accountability
• Massive global reach
• Combination of consent and targeting markedly improve
response levels and ROI
• PMM allows for long term “dialogue” style conversations
with consumers rather than one off/single contacts

10. Key benefits for Network Operators
• Increased ARPU: revenue from advertising spend can outweigh
the cost to deliver the media
• Reduction in churn from higher valued services and personal
connections to brands
• Maintaining subscribers, and the potential to migrate to higher
value plans (from prepaid)
• Increasing paid-for, on-net, data network usage from subscribers
and advertisers - rather than losing revenue to over-the-top
players
• Creating new service offerings for specific subscriber segments
• Increasing knowledge of subscriber, and their preferences
• Marketing of new products and services
• Increasing positive experiences and loyalty, of subscriber base

11. Next steps
• Build library of case studies
• Further education though
workshops for brands and
An introduction to
agencies around the world Permission Based Mobile Marketing
• Work towards first set of global Issued by the Mobile Marketing Association
guidelines
3rd October 2011
For a copy of the whitepaper visit: Contributing Sponsors
http://www.mmaglobal.com/Permissi
onBasedMarketingOct2011.pdf
Contributors
OR Lenco Mobile Pontiflex Velti Vodafone
Follow me on twitter at paulbmma
and ask for a copy