Winning in Mobile Marketing – How To Rapidly Build A Permissioned Mobile Database
How To Quickly Build Your Permission Database & Win In Mobile Marketing
In our last installment, we made the case that whoever amasses the biggest database of permissioned mobile phone numbers wins in mobile marketing. We discussed the economics of permissioned mobile phone numbers and specifically demonstrated how to calculate the lifetime value of a permissioned mobile phone number. Understanding the lifetime value of your customers is very important; knowing the lifetime value of your customer allows you to make informed discussions on how much energy and money you are willing to invest in new customer acquisition. If the lifetime value of your customer is $2000, you are going to be willing to invest a lot more than a company whose customers have a lifetime value of $200! Here’s another benefit: the lifetime value of your customers times the number of customers you have, adjusted for growth rates starts to clarify the value of your company.
Knowing the lifetime value of your customer is so important, that we are totally willing to help you. Click here if you would like our Performance Services group to calculate the lifetime value of your customers
OK. You get it. Permissioned mobile phone numbers are the family jewels of your business. Next question: How do I build this all important database? Where do I start?
Given how valuable permissioned mobile phone numbers are, the starting point begins with a cultural sea-change throughout the marketing department of your company. The real answer is a 24×7, 360°, omni-channel commitment to provide sign up opportunities at every touch point your company has with your customers and would be customers.
With the aforementioned in mind, here are some great starting tactics. (Note, the suggestions below presume that you have created your mobile engagement program and created a sign up form that captures, name, mobile number, gender, age, and categories of interest. If you have not already done so, or do not know what we are referring too, please read Installment 1 and Installment 2 in this series).
Start with the low hanging fruit. Simple deployments on your website, social media, and of course email outreach. We prepared a table below to guide you on where and how best to deploy sign up forms that link to your mobile engagement program. Hint: print out this email and use the table as a checklist!