Home  › Media › Mobile
angry-at-email

Beyond Permission: On-Demand Marketing

  |  February 20, 2013   |  Comments

With just a few minutes of preparation, you can have a few seconds of your customer's attention.

When Seth Godin delivered the idea of "Permission Marketing" in 1999, it was a big idea: ask customers to accept marketing messages from you. Looking at the best uses of mobile, I believe we are at a new crossroads, one where customers request marketing messages.

Never forget that digital messages, rendered on mobile devices, are personal and intrusive. On the Advertising Aggravation Continuum, they are most like telemarketing. We all know what happened to that traditional marketing channel and the impact it had on brands that abused it.

advertising-aggravation-continuum

In the middle of the continuum, people take steps to avoid advertising - DVRs, recorded music, spam filters, etc. At the far end, to be viable, the best way to avoid aggravation is to provide information so useful customers will request it.

Family Dollar is a great example for retailers. It has grown its SMS list, without an acquisition program, by providing value. In stores, signage invites customers to text X to get Y, typically a coupon for a popular product. Occasionally, along with the coupon code, the store will invite customers to subscribe. This is a perfect example of "provide value first, gather PII second," which has led to a 175 percent increase in subscribers over eight months.

ESPN is a great example for content providers, but most do not have its vast resources. Consider instead WWE; that's right: World Wrestling Entertainment. Messages cover celebrity news, free programing and events, VIP pre-sales, and merchandise offers. It's a perfect blend of brand and promotion, sent when it has something important to say rather than a set schedule.

Vibes is a great example for B2B. It sends a weekly link to a relevant and timely article on mobile marketing. Customers and prospects are reminded regularly of their thought leadership and finger on the pulse of the industry.

Healthcare provides great examples as well: a dentist's office sends a reminder of your appointment; a hospital sends updates on patient's progress through outpatient surgery to a friend or family member. As I never tire of saying, customer service is one of the great use cases of digital messaging.

The longer I'm in this business, the less patience I have for marketing programs that don't strive for excellence. On the very personal, very limited real estate of the phone, it will be a prerequisite. With just a few minutes of preparation, you can have a few seconds of your customer's attention. What will you do to be worthy? Customers will quickly delete your app or stop your text messages if they don't provide real value, so monitor your "quit rate." Then create a program that customers will not just permit but request. That's on-demand marketing.

Angry Consumer image on home page via Shutterstock.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Melinda Krueger

Melinda Krueger is a senior marketing consultant with ExactTarget and a digital marketing veteran – starting with direct, moving to interactive, specializing in e-mail, and now charting a course for mobile marketing. Working with the best agencies in the business, she has helped Harley-Davidson, Miller Brewing, Sears/Kmart, CDW, and many others build their interactive marketing programs. Melinda holds an MBA from Marquette University and is a highly-rated speaker for professional organizations and business schools. As the Email Diva, Melinda answered questions on all aspects of the practice. Your questions about mobile are welcome!

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...