1. Getting permissions right
How to do mobile and not annoy people mark@formatie.com
@marktxt4ever
Mark Brill txt4ever.wordpress.com
- txt4ever: messaging platform
- Mobile marketing strategist,
consultant and lecturer
- Chair of DMA Mobile Council

2. Mobile. A spam-free channel?
22% of consumers
58% of UK included soft opt-in
consumers marketing as spam
received a spam
SMS in August 2011
DMA/Touluna Quicksurvey 2011

3. Many people know spam as this ...
42% of UK mobile users
have received this type
of message
3% of people
replied to it
DMA/Touluna Quicksurvey 2011

4. ... but consumers worry about brands
Buy it!
Buy it! 71% were concerned
about spam and costs
41% would opt-in where they had control
Wha’eva
74% of people would
opt-in for the right
DMA/IAB, 2010
incentive

5. Some brands get it right ...

6. ... but not everyone

7. Mobile is personal
newspapers
comprehensive
another plus is I’m
the only user where up to date
as a laptop I share immediate
information
trustworthy
with the wife! internet convenient
on PC persuasive
for me
personalised
innovative
radio
mobile TV
undemanding
entertaining mood setter
I like to try new
relaxing
things with my new fun
creative
phone
You have to get it right!
- 98% recall of brand SMS*
magazines
- Good or bad, they won’t
stylish
forget you!
Orange Exposure 2010 // *DMA/IAB 2010

8. Just because you have a database...
... doesn’t mean you have permission
How did you
get it?
How old is
the data?
Are they
expecting your
message? ‘How did
you get my
number?’

9. Be engaging
Personalisation
is NOT a mail
merge!
150%
higher
response
with
MMS
than SMS

10. Be useful

11. It’s not just who, but also ...
What?
Where?
When?

12. Getting it right

13. Integration is key
Email
Press ads
Direct Mail
Website
Social media
Social

14. The result?
Weekly offers
only for Three
selected ranges offers per
month
Specific and Cut-off times
broad opt-outs for SMS
Nearly 1.5 million people opted-in to receive offers

15. Messaging. The driver for mobile
Develop
campaigns
over time
Use test and
learn

16. Meet customers expectations
Brands need to sit naturally
with their consumers
An opt-in is not a reason
for endless messages

17. Thank you
Questions?
mark@formatie.com
@marktxt4ever
txt4ever.wordpress.com