The age of consent

Gemalto's mobile-marketing research has produced a set of best practices for customer engagement

The digital era has ushered in a new chapter in the way businesses communicate with customers. Traditional forms of advertising are becoming less effective and companies are looking at new approaches, including obtaining the customer’s permission before contacting them. For a brand as large and well known as Coca-Cola, for example, SMS marketing is the “number one priority” in increasing customer engagement.

Mobile marketing via text message is a potentially powerful tool for businesses to connect with their customers and build loyalty – but only if they approach their customers in the right way. The open rate for text messages is 98%, compared to 22% for email marketing, but more than 95% of consumers in the UK and France are annoyed to receive messages from senders they have not given permission to.

Gemalto conducted a survey of more than 3,000 mobile phone users in Europe and Latin America toward attitudes to mobile marketing and has produced a set of best practices for customer engagement:

  • Mobile marketing should start with obtaining the customer’s permission to contact them in this way
  • Businesses need to understand consumer attitudes to mobile marketing
  • Segmentation and relevance are vital

On the basis of this survey, Gemalto and independent analysts MobileGroove and Portio Research published a white paper in early 2013, Conversational Marketing and Commerce: Best Practices To Engage Your Customers and Empower Advocates. It examines consumers’ views on mobile marketing and what they really want from it, featuring consumer-exclusive market data and interviews with key figures in the mobile sector.

The white paper sets out four golden rules for mobile marketers to create engaging dialogues and long-lasting relationships with their customers.

First published on August 30, 2013
Last edited on October 25, 2013
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