The future of permission marketing - a (very) quick overview. Slides used by Sign-Up.to CEO Matt McNeill at WebIt Expo 2012, Istanbul.

1. The future of
permission
marketing

2. The future is...
More connected

3. The future is...
More mobile

4. The future is...
More personal

5. More connected:
A joined up approach is
now essential

6. How can consumers be reached online?
SMS
Email
Facebook
LinkedIn
Twitter
Google+
Tumblr
Pinterest
0 1,750 3,500 5,250 7,000
Active Users (Millions) - May 2012

7. Different modes of consumption
•Social media: transient, filtered, no persistence
•SMS: immediate, brief, functional, some persistence
•Email: content rich, personal, persistent (save it for later)

8. Different types of content
•Social: non-critical, simple, worth talking about (brand)
•SMS: time sensitive, highly relevant (action)
•Email: personal, information rich (action & brand)

9. 90% of US consumers
commonly switch devices to
complete a task
Google: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

10. Choose the right
message for each
channel

11. More mobile:
Everything is now mobile

12. Mobile is becoming the primary
message consumption platform
•Facebook: 20% of users only on mobile
•Twitter: 80% use mobile
•Email: 36% of email opened on a mobile device
http://venturebeat.com/2012/07/31/facebook-mobile-maus/
http://econsultancy.com/uk/blog/9884-twitter-hits-10m-uk-users-80-use-mobile
http://www.emailmonday.com/mobile-email-usage-statistics

13. Reflected in different click-through
rates
•Twitter: 1.64%
•Facebook: 2.19%
•Email: 2.95%

14. Optimise your direct
marketing for mobile devices
•Short, simple calls to action
•Use media queries to optimise email campaigns
•Make sure your ecommerce site is mobile optimised
•Make it easy to switch platforms and channels

15. More personal:
Relevance is everything

16. Personalisation means different things
for different channels
•Facebook: EdgeRank filters content
•Twitter: Consumers filter content (follow/unfollow/search)
•Email: Sender determines content - users unsubscribe

17. Timing is critical
Determined by channel, message and relationship:
• Email - provides the most control, use data to optimise
• Twitter - very narrow window, repetition can be useful
• Facebook - controlled by EdgeRank
• Mobile - near instant consumption. Be careful!

18. Allow users to
time-shift
communications

19. Consumers device
and channel-hop:
attribution becomes
difficult

20. @MATTMCN
WWW.SIGN-UP.TO