Editor’s note: A string of recent posts have successfully argued the case for permission marketing, driving home the point that stakeholders will benefit it they ask people their preference first in order to deliver brand messages they will appreciate. But what are the benefits to each member of the ecosystem (mobile operators, advertisers and consumers)? And why is this exchange a starting point for effective engagement marketing? This post explores why building trust increases consumer acceptance and boosts benefits for all.
For mobile operators, getting peoples’ permission before introducing a mobile advertising service is mandatory in ensuring a non-intrusive experience. Operators can’t just assume that their customers are interested in receiving ads on the most personal device that they own. Mobile operators enjoy an advantage over others in the ecosystem and that is their direct relationship with customers. These customers must be able to trust a mobile operator to protect their privacy and respect their right to determine what appears on their mobile; otherwise the risk is that they will move on to an operator they can trust. From deep insight into this mindset, we see there is an overwhelming attitude of “If you show us that we can trust you, we’ll be more inclined to share additional information with you and to be receptive to other service offers you might have”.
Unlike earlier generations, consumers are now extremely empowered. Technology and innovation provides us with tools, platforms and channels that make it possible for us to bring our opinions and concerns to the widest possible audience. We’ve already talked about how, as individuals, we expect to be asked permission as a matter of respect. We wouldn’t accept someone intruding into our other personal spaces — our homes or cars for example — without asking permission. And we won’t accept that kind of behaviour on our mobiles, which are an extension of our personal space.
We also need to be able to control the situation for which we give permission. With mobile advertising, this means that we must understand exactly what it is that we are giving permission for, and that we know how to retract that permission, should we want to do so. Of course, in addition to control and trust, we need to be offered something that is of value to us, something that makes it worth our while to invite advertisers into our world.
For advertisers, having our permission to begin the conversation increases the likelihood that we’ll listen to you.