The future of permission marketing

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The future of permission marketing - a (very) quick overview. Slides used by Sign-Up.to CEO Matt McNeill at WebIt Expo 2012, Istanbul.

Business

More connected:
A joined up approach is
now essential

How can consumers be reached online?
SMS
Email
Facebook
LinkedIn
Twitter
Google+
Tumblr
Pinterest
0 1,750 3,500 5,250 7,000

Active Users (Millions) - May 2012

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)

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

Mobile is becoming the primary
message consumption platform
•Facebook: 20% of users only on mobile
•Twitter: 80% use mobile
•Email: 36% of email opened on a mobile device

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

Reflected in different click-through
rates

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

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

Personalisation means different things
for different channels
•Facebook: EdgeRank ﬁlters content
•Twitter: Consumers ﬁlter content (follow/unfollow/search)
•Email: Sender determines content - users unsubscribe

Timing is critical
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!

Allow users to
time-shift
communications

Consumers device
and channel-hop:
attribution becomes
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From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

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The future of permission marketing

1. The future of permission marketing

2. The future is... More connected

3. The future is... More mobile

4. The future is... More personal

5. More connected: A joined up approach is now essential

6. How can consumers be reached online? SMS Email Facebook LinkedIn Twitter Google+ Tumblr Pinterest 0 1,750 3,500 5,250 7,000 Active Users (Millions) - May 2012

7. 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)

8. Different types of content •Social: non-critical, simple, worth talking about (brand) •SMS: time sensitive, highly relevant (action) •Email: personal, information rich (action & brand)

9. 90% of US consumers commonly switch devices to complete a task Google: http://services.google.com/fh/ﬁles/misc/multiscreenworld_ﬁnal.pdf

10. Choose the right message for each channel

11. More mobile: Everything is now mobile

12. Mobile is becoming the primary message consumption platform •Facebook: 20% of users only on mobile •Twitter: 80% use mobile •Email: 36% of email opened on a mobile device 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

13. Reflected in different click-through rates •Twitter: 1.64% •Facebook: 2.19% •Email: 2.95%

14. 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

15. More personal: Relevance is everything

16. Personalisation means different things for different channels •Facebook: EdgeRank ﬁlters content •Twitter: Consumers ﬁlter content (follow/unfollow/search) •Email: Sender determines content - users unsubscribe

17. Timing is critical 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!

18. Allow users to time-shift communications

19. Consumers device and channel-hop: attribution becomes difficult

20. @MATTMCN WWW.SIGN-UP.TO

The future of permission marketing

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