PRESS RELEASE:
“Hung Up On Opt-Outs?” Advises Brands to Mine the Inherent Value of 15-20 percent of their Top-Tier Mobile Customers
SAN FRANCISCO–(BUSINESS WIRE)–June 11, 2015–
Today’s mobile marketers are poised for success if they focus their messaging strategies on the 15-20 percent of customers who are already engaged, valuable, active and eager for repeat business – a far better proposition than throttling push notifications over concerns that some customers might opt out, according to a free report from mobile marketing experts OtherLevels (www.otherlevels.com).
The white paper, “Hung Up On Opt-Outs? Time to Opt In to a New Mobile Messaging Mindset,” provides expert recommendations and guidance to marketers who have raised questions about proven messaging tactics or who intentionally scale back push notifications because of concerns that customers might opt out of further communications. OtherLevels helps global retail, gaming and hospitality clients design, launch, test and refine successful marketing campaigns to mobile customers.
Pamper valuable customers
“The goal of personalized mobile marketing is to satisfy ready-and-waiting customers who are already in the brand’s camp and have proven their value,” said Ramsey Masri, OtherLevels CEO and a co-author of the report. “Those top-tier, opted-in customers want to learn more, spend more and engage more. Marketers should pamper high-value customers first, and then pursue follow-up tactics for low-activity, lower-value customers.”
Key insights for mobile marketers include:
- Make the “opt-in” crowd a priority by leveraging mobile data and using multiple message formats – e.g., push notifications, in-app alerts, interstitials, peer-to-peer communications – to connect with smartphone-enabled customers
- Mine valuable data about customer preferences, activities, recency of interaction, location, loyalty status and more to deliver timely, relevant, personal mobile messages
- Leverage the “Pyramid of Opportunity” to segment customers, focusing attention on the 15-20 percent who are active and engaged
Mobile gaming revenues will eclipse online gaming revenues in 2015 (Newzoo) and mobile is predicted to represent 50 percent of 2017 U.S. commerce (Gartner) – trends that raise the bar for marketers to adopt effective “mobile-first mindsets.”
“With this kind of re-energized approach to mobile messaging, marketers can target a ‘smaller-but-engaged’ group of consumers with data and strategies that focus on more engagement, higher activity and deeper loyalty – key elements of competitive advantage,” Masri says.
The paper’s recommendations and best practices cover push notification strategies, personalization tactics, usage of mobile data, messaging formats, and re-engagement with consumers who previously opted out.
For information about OtherLevels or to interview Ramsey Masri, contact Vanessa Horwell at vhorwell@thinkinkpr.com or Nikkia Griffin at ngriffin@thinkinkpr.com. Download the white paper: http://get.otherlevels.com/hung-up-on-opt-outs.
About OtherLevels
OtherLevels is a leading second-generation digital marketing platform with offices in San Francisco, London, Brisbane and Melbourne. The OtherLevels digital marketing platform enables marketers to engage and retain their audience across desktop, mobile web and apps. It includes sophisticated segmentation, targeting and retargeting tools to help marketers deliver the right content, to the right user, at the right time, using the best format and best mobile channel. OtherLevels provides enterprise level integration with business intelligence and CRM platforms to enhance and extend the delivery of relevant content.
For more information, visit www.otherlevels.com, OtherLevels Holdings Limited ACN 603 987 266.
View source version on businesswire.com: http://www.businesswire.com/news/home/20150611005132/en/
ThinkInk
Vanessa Horwell, +1 305-749-5342 Ext. 232
vhorwell@thinkinkpr.com