Recapturing the Missing 1%: The Key To Everything Is The “Permissioned Mobile Phone Number”
In our last blog post, we talked about how understanding micro moments – those moments that happen 42 times per day when we all check our smartphones – as being crucial to understanding mobile marketing. We talked about how a great risk exists for BRANDS marketers when it comes to mobile marketing because mobile shoppers are more about getting problems solved quickly
and efficiently than they are about brand loyalty. We also discussed why ‘being there’ during the right micro moments – mPulse micro moments – is so important.
Finally, we advised our readers how important it is for brand marketers to “be there” during brand appropriate micro-moments because:
So, as brand marketers, how can you “be there” for your best customers, at precisely the right moment? The first – and most important – step is to begin building a database of permissioned mobile phone numbers! This term – permissioned mobile phone number – might be new to you. Rest assured, that within a few months’ time, this term will be everywhere… For those who may not know, a permissioned mobile phone number is a customer, who gives you her/his mobile phone number along with written permission to engage them (via that number) through text messaging and location based alerts. The important thing to remember here, is that the number itself is not sufficient. You must secure the corresponding permissions! Indeed engaging customers via text messaging and location based notifications without written consent is a violation of CAN-SPAM and the Telephone Consumer Protection Act.
OK, so how does one amass this trove of permissions? Before we answer this question, let’s first quantify the value of this database. A few weeks ago, we wrote about the economics of permissioned mobile phone numbers. mShopper conducted two separate studies with regards to this very question and the results were astonishing (at least to us they were). We found that the lifetime value of a permissioned mobile phone number vs. a regular customer could be as much as 17.6x higher. We also found that the relative conversion rate for a permissioned mobile phone number was 30.5X higher than a non-permissioned customer.
The reason why we are mentioning these data here is to reinforce in your mind the huge importance and value of a permissioned mobile number. These are your best customers and these are the very people you need to be there for when that micro moment strikes! So, as you think about how to amass your database of permissioned mobile phone numbers, bear these data in mind. Be as aggressive as you can in building this database. Allocate as much budget and human resources as possible because whoever amasses and maintains the largest database of mobile phone number permissions will be the winners in the brave new world of mobile marketing!
Ok back to the question: How does one create this trove, this database of permissioned mobile phone numbers?
Step 1: Create a customer facing, branded, mobile engagement program. Bring in the whole team to brainstorm on this task. Solicit information from your best customers. What would they want to see from a mobile engagement program? The fundamental questions you’ll need to answer are:
- What is our unique mobile value proposition?
- Why would somebody want to give us permission to send them text and/or location based alerts?
- How/when/where can we ‘Be There” for them at precisely the right time and location?
Step 2: Translate the answers above into an elegant sign up form where people can sign up for your program and give you permissions you need to engage via text and location alerts.
Step 3: Syndicate your form everywhere! Your site is obvious. Social mediate outlets too. Where else? How do I entice people to sign up? How do I think about the economics? Well, we at mShopper have lots of answers to all these questions and more, but we would be giving away the store if we started disclosing the answers to all these questions. Rest assured, there are some great tricks. Finally – and I should have said this first – you need a tool that lets you do all this quickly, easily, and with little cost or involvement from IT. You need a WYSIWIG editor to create branded forms because you don’t want to go back to IT to change your form every day. You’ll need to host the form and the database… It all sounds like an IT and budgeting nightmare that nobody wants to battle…
This is where mPower by mShopper.com comes in. All the answers are here. All the technology is here, ready and waiting. And it’s free. You can sign up today and no card is needed. Yes, we do hope to make money eventually… But rest assured, you can truly build a database of 10 million permissions and if that was all you did, mShopper wouldn’t even make one dime. Ever.
So, feel ‘free’ (pun intended) to visit mShopper.com/mpower and sign up today. No card is needed!
Better still, contact us today so we can really help you own mobile marketing.
No matter what, you will want more! So stay tuned for the continuing story on how to recapture the missing 1%…