Ask nicely, and I will

The title doesn’t refer to my willingness to please. In fact, it refers to people who are the most difficult to please—consumers. In my last post, I talked about a study brought out by the Mobile Marketing Association (MMA) on permission-based mobile marketing. The premise it works on is that if you get a buy-in from consumers, your marketing efforts can become more targeted and yield higher return on investment.

The study says that permission based mobile marketing helps marketers in a big way by helping them send out focused messaging to only those consumers who would be more interested in that message. It helps them break away from the clutter and avoid sending out spam-like broad-based messages that ultimately don’t result in much value against the advertising investment.

Over time, this becomes a much richer way of segmenting customer bases, offering even more value to consumers and producing a better return on investment. Because you are asking the consumers for their preferences, the likelihood on them responding to the target message is higher.

It also helps create a more long-term, engaging relationship between a brand and its consumers. The intangible benefit that brands and marketers draw from this is that consumers are also more likely to trust a brand or service that values them. This develops into a more sustained engagement, rather than a one-off interaction. And over time, this engagement makes for brand loyalists and ultimately ambassadors for the brand.

Relationships based on mutual respect and trust last the longest. With permission based mobile marketing, brands can develop exactly this kind of relationship.

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