VIDEO INTERVIEW: Permission-Based Mobile Marketing: “Combining Inspiration & Conversation”
Editor’s note: In part two of the series of interviews MSG conducted people and companies across the mobile marketing ecosystem we speak with Jonathan MacDonald, co-founder of this fluid world, and David Murphy, editor of Mobile Marketing Magazine. They discuss the outlook for permission-based marketing and why messaging and personalization (through opt-in) are a winning combination.
Despite the excitement about mobile computing and apps for everything, the mobile is first and foremost a fiercely personal communications device. Commerce, marketing, advertising, promotion, and customer relationship management—in fact, all communication between companies and consumers — must open up to ideas and input from us, the people (and their customers).
This message came across loud and clear during the global launch press conference that marked the debut of Optism, a permission-based mobile marketing solution from Alcatel-Lucent. The event – well attended by media, analysts and companies from across the emerging mobile marketing ecosystem – went beyond the basics to deep-dive into the reasoning that gave rise to a solution so sharply focused on giving people a say in their advertising.
What is the future of mobile marketing? Will opt-in volumes increase? And how will the value exchange between brands and consumers evolve? These are just a few of the questions that I explore with Jonathan MacDonald, co-founder of this fluid world.
MIND THE GAP
While people are central in the mobile marketing equation, David Murphy, editor of Mobile Marketing Magazine in the U.K., reminds us that the industry must also take the hassle out of buying media in the first place.
In his view, a solution like Optism, which is built from the ground up to broker the relationship gap between brands and mobile operators, covers the bases to finally allow brands to talk to all people across all mobile networks. “There are very few companies that can take the pain out of the process,” David concludes. Being able to execute a cross-buy is “very appealing” for everyone in the ecosystem.
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.
Disclaimer: Optism is an MSG supporter.
