1. Mobile Permission Based Marketing
21.8 M
Presented by: Presented on:
3rd Oct 2011 Mobile Web users every month
Somo Ltd - Copyright && Confidential
Somo Ltd - Copyright Confidential
1

2. “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

3. Purchase on Mobile
48% of total mobile users have made
a purchase
Somo Ltd - Copyright & Confidential 3

4. Mobile in Context
66%
UK Smartphone
users used their phone
to aid their shopping
experience in store
Somo Ltd - Copyright & Confidential

5. Time spent on Media - US
Mobile now the
fourth most engaged
media after:
TV
Online
Radio
Somo Ltd - Copyright & Confidential

6. 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
Somo Ltd - Copyright & Confidential

7. 1-1 Customer Relationships via Mobile
Somo Ltd - Copyright & Confidential

8. Mobile Messaging in the Purchase Cycle
OPT IN
Re Engage
Awareness Purchase
Somo Ltd - Copyright & Confidential

9. 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
Somo Ltd - Copyright & Confidential

10. Permission Based Conversation
Give them
opportunities
to update their
Check in with profiles
your customers
regularly
Keep the
conversation
going
Somo Ltd - Copyright & Confidential

11. Keeping the Conversation Going
Somo Ltd - Copyright & Confidential

12. 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.
Somo Ltd - Copyright & Confidential

13. 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
Somo Ltd - Copyright & Confidential

14. 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.
Somo Ltd - Copyright & Confidential

15. Mothers Day Orange MMS campaign
• Click to call MMS delivered to 19,953
opted in consumers
You could
Thanx Hi thx i’m
have this a
bit earlier in interested
Ok then
the week
Tell me
more how
Thank Ok x
much
you
Somo Ltd - Copyright & Confidential

16. 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
Somo Ltd - Copyright & Confidential

17. Mobile 1-1 Marketing
Mobile is always referred to the most personal medium.
Somo Ltd - Copyright & Confidential

18. Somo Ltd - Copyright & Confidential 18

19. 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
Somo Ltd - Copyright & Confidential