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OTHERLEVELS


Hung Up on Opt-Outs?


It’s time to Re-Focus Your Mobile Messaging Strategies on Users Who Say ‘Yes!’ So say Troy Morris, Director of Strategic Services, and Ramsey Masri, CEO, OtherLevels


L-R: Troy Morris, Director of Strategic Services, and Ramsey Masri, CEO, OtherLevels


T


oday’s marketers stand much to gain by reordering their approaches to sending push notifications to mobile users. Instead of limiting mobile push notifications to lessen the possibility that some consumers


will “opt out,” mobile marketers instead should take outright advantage of the many opportunities that exist among consumers who “opt in.” Those communications should be irresistibly satisfying and brimming with relevance, timeliness and personalized content.


A shift in priorities toward the “opt-in” consumer


base can signal the difference between stellar mobile campaign success and lacklustre results. Marketers should craft mobile messaging strategies that leverage and mine the inherent value and interests of customers who are already engaged, eager for deeper engagement, ready to take action – and spend. Armed with this reframed mind-set, marketers can focus their energies and creativity on the 20% of customers who have indicated an outright willingness to engage. After they’ve successfully connected with their engaged consumers, marketers can then decide if consumers who initially opted out are worth pursuing or inviting back. With this kind of re-energized approach to mobile


messaging strategies, marketers can target a “smaller- but-engaged” group of consumers with data-driven and integrated strategies that support deeper and more frequent customer engagement, enhanced loyalty and personalized messaging that delivers a competitive advantage.


Marketers today are under a lot of pressure; they’re


asked to produce more sales, attract more customers, boost revenue, generate leads, find new customers and conduct their marketing efforts in an omni- channel environment. The Economist dubs it the age


88 SEPTEMBER 2015


of the “entrepreneurial CMO.” Marketers’ expertise now encompasses the mobile


environment, an ever-evolving platform in which nearly every consumer today owns a smartphone and expects their favourite brands to be mobile-enabled too, ready to engage from any mobile device anywhere, and at any time. According to the CMO Council, “mobile is digital and social at the same time. It’s making the quest for marketers to stay in sync with the customer journey infinitely more complex and nuanced as the digitally empowered customer now has new expectations for a fully connected, mobile, personalized and relevant experience.” One of the key challenges facing the mobile


marketing profession is related directly to the speed with which marketers have had to understand, learn, and develop know-how and expertise in this burgeoning new field, according to eConsultancy and training programs that specialize in digital marketing skills. In OtherLevels’ experience, the average tenure of a mobile marketing, digital marketing or ecommerce executive is less than a year, and some mobile marketers have been in their roles anywhere from four to nine months. And this presents a real challenge: employers often have a hard time recruiting and retaining employees who have the specific experience, time-tested skills and industry knowledge to make their mobile messaging campaigns personalized, relevant, real-time and successful encounters between consumers and brands. As a result, brands and companies sometimes


develop and launch apps or digital campaigns into an environment in which they’re uncertain about the most effective strategies and tactics for conversing and interacting with mobile customers. In discussions with marketers, commonly expressed


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