Go without cookies with permission-based mobile marketing

Personal marketing is a proven way for brands to get consumers’ attention; after every thing, 62% of consumers Expect personalized ads. However, brands must tread with caution, as consumers lose faith in brands that are not transparent about how and when personal information is used. This is evidenced by the demise of malicious third-party cookies data leakUnsolicited communications and marketing look a little suspicious. The problem is that this lack of trust undermines the long-term marketing impact.

As brands continue to push the boundaries of personalization and data collection, they must research and confirm the consumer consent. Marketers must deliver personalized messages while boosting consumer confidence.

Enter the mobile phone. Mobile enables brands to collect and use consumer data and create a personalized experience while building trust with consumers.

The key is for mobile marketers to use permission-based marketing to create trusted and trusted relationships with their customers—one that doesn’t rely on advertisers’ identifiers or other third-party data sources, and is instead based on non-party data directly from the consumer.

Obtaining permission is essential for successful mobile marketing

Permission means permission. It’s a black and white problem, which means you either suffer from it or you don’t.

Essentially, permission means that consumers need to perform an action that clearly reflects the desire to receive marketing from a brand, such as checking a box on a website or replying with a “Y” to sign up for personalized marketing.

At Vibes, we’ve been watching SMS subscriber inflation closely, and we’ve learned that if a brand has a monthly slowdown rate above 1%, that’s a sure sign that the brand isn’t getting approval from consumers.

Just 40% of consumers They say they trust brands to use data responsibly, so brands can’t trick people into signing up. For example, it has long been understood that predefined web form boxes that ask users for permission to target marketing is not an accurate way to guarantee permission. With pre-checked boxes, many users sign up for marketing emails without even realizing it, which is a surefire way to erode consumer trust.

SMS Marketing provides a better method because it is 100% permission based. Brands can use the double opt-in option to confirm the customer’s desire to send messages via mobile. For example, when a customer signs up for a loyalty program or email subscription through a brand’s website, the brand can ask if the user wants to receive text message alerts. Then, the brand can send a text message telling the user to respond for confirmation. Communication is transparent and puts consumer preferences front and center, which helps build trust between brands and shoppers.

Leading the way to personal communication

When brands get permission, they have more space to reach customers, which becomes valuable during the purchase path. Communications can be initiated based on key events, allowing brands to influence and measure customers in the conversion funnel.

For example, if brands get permission to market directly to a customer, they can send birthday messages and use the customer’s name without the customer wondering how they got that information. Vibes data shows that messages played on birthdays have a CTR of 16.4%, so permission-based personalization clearly adds value.

It can also help increase engagement and revenue. According to our data, personal messages get more than twice the engagement rates as non-personalized messages. The more personalized the content, the better it will perform. Retailers using personalization get 18% higher CTR than average marketing campaigns. It’s even higher with restaurants, with a 56% higher CTR with personalization.

67% of consumers They say they want personalized offers based on their individual spending habits in-store and online. more and more, AI This enhances personalization and represents one of the biggest opportunities in marketing.

After obtaining permission, brands can engage with customers using the “push to buy” model. With this tool, brands can predict what a customer will buy in the future based on their purchase history. They can then send relevant messages to customers at the right times to encourage them to buy a product, knowing there’s a chance they’ve already thought about it.

Constant loyalty guarantee

A compliance first mindset is essential to increasing customer loyalty in the digital world. Having permission to collect first-party data is critical for a brand to retain customers in its loyalty program.

If brands have the potential for customization and clear authorization, they will get loyal customers for years to come, leading to increased engagement and purchases. At Vibes, we’ve seen it right: A handful of our customers have an average joint lifespan of over five years.

Permission-based marketing is the ultimate goal

Customers expect customization. However, they would like to control the information available to the company. Marketers should embrace permission-based marketing to better interact with existing and potential customers as it builds trust, engagement and ultimately the bottom line.

Obtaining consumer permission to market to them should be a primary goal of every brand. While this may be new territory, permission-based marketing should be seen as a positive step forward and not something they need to do now that platforms are curbing cookies.

With permission, brands can interact with active consumers who have “raised their hands” to show they are interested in learning more about the brand. They can then use the mobile phone to communicate with consumers on one device with them no matter where they go.