The future of permission marketing

More connectedThe future is...

More mobileThe future is...

More personalThe future is...

More connected:A joined up approach is

now essential

SMSEmail

FacebookLinkedInTwitter

Google+Tumblr

Pinterest

0 1,750 3,500 5,250 7,000

Active Users (Millions) - May 2012

How can consumers be reached online?

Different modes of consumption

•Social media: transient, filtered, no persistence

•SMS: immediate, brief, functional, some persistence

•Email: content rich, personal, persistent (save it for later)

•Social: non-critical, simple, worth talking about (brand)

•SMS: time sensitive, highly relevant (action)

•Email: personal, information rich (action & brand)

Different types of content

90% of US consumers commonly switch devices to

complete a task

Google: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

Choose the right message for each

channel

More mobile:Everything is now mobile

•Facebook: 20% of users only on mobile•Twitter: 80% use mobile•Email: 36% of email opened on a mobile device

Mobile is becoming the primary message consumption platform

http://venturebeat.com/2012/07/31/facebook-mobile-maus/http://econsultancy.com/uk/blog/9884-twitter-hits-10m-uk-users-80-use-mobile

http://www.emailmonday.com/mobile-email-usage-statistics

•Twitter: 1.64%•Facebook: 2.19%•Email: 2.95%

Reflected in different click-through rates

Optimise your direct marketing for mobile devices•Short, simple calls to action•Use media queries to optimise email campaigns•Make sure your ecommerce site is mobile optimised•Make it easy to switch platforms and channels

More personal:Relevance is everything

•Facebook: EdgeRank filters content•Twitter: Consumers filter content (follow/unfollow/search)•Email: Sender determines content - users unsubscribe

Personalisation means different things for different channels

Determined by channel, message and relationship:• Email - provides the most control, use data to optimise• Twitter - very narrow window, repetition can be useful• Facebook - controlled by EdgeRank• Mobile - near instant consumption. Be careful!

Timing is critical

Allow users to time-shift

communications

Consumers device and channel-hop:

attribution becomes difficult

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