VIDEO INTERVIEW: Algorithm For Effective Mobile Marketing: Permission + Preferences + Privacy = Impact
Editor’s note: Today we kick-off a series of interviews MSG conducted with analysts, journalists and companies across the mobile marketing ecosystem to identify the approaches and strategies that deliver effective mobile marketing. Top of the list: delivering people advertising messages they really appreciate on their mobile phone. Special thanks to Vincent Camara and the fantastic team at intrudersTV. This series also marks a new collaboration between MSG and intrudersTV to film industry events and deep-dive discussions with industry movers and shakers.
Mobile marketing is becoming a risky business. Companies can either embrace the models we know from the online space, where advertising is about brands bombarding people with a one-size-fits-all pitch. (Translated: spam.) Or advertisers can harness the personal nature of the mobile medium to begin a conversation (with people’s permission, of course) based on their explicit preferences and respectful of their privacy concerns.
The latter approach – one designed from the ground up to give consumers a stronger say in their mobile experience – is gaining serious traction as more brands and operators recognize the pivotal importance of opt-in in all they do. Indeed, conversational marketing – as some refer to it – is much more than a market buzzword. It has become a market mega-trend with analyst Mobile Squared estimating that the market in the U.S. alone will be worth a whopping $2.04 billion in 2015, up from $47.8 million in 2010.
Indeed, companies across the mobile marketing ecosystem are beginning to recognize the central role of permission-based, preference-relevant, two-way conversation in all kinds of customer interaction (ranging from marketing and advertising to customer service and commerce). Against this backdrop, Alcatel-Lucent recently took the wraps off Optism, a permission-based mobile marketing solution that does more than give consumers a say in their advertising; it also ensures mobile operators a seat at the center of the action.
Is Alcatel-Lucent late to the game or early to recognize a new market opportunity? What is the real role of the mobile operator? What does consumer research tell us? These are just a few of the questions that I explore with Thomas Labarthe, Alcatel-Lucent VP Mobile Advertising.
Next in the series, we discuss the merits of permission-based mobile marketing with David Murphy, Mobile Marketing Magazine Editor; Anne Morris, veteran telecoms journalist; and Jonathan MacDonald, Co-Founder of this fluid world and a frequent keynote at mobile industry events worldwide.
Disclaimer: Optism is an MSG client and supporter.
