Mobile Marketing: Interruption-based vs Permission-based Practices

Mobile marketing - a type of digital marketing which targets mobile users - includes any marketing communications sent via mobile. This includes sending group text messaging communications, push notifications, and marketing phone calls.

There are two key types of mobile marketing campaigns: those which are permission-based and those which are interruption-based. This article will provide a brief overview and definition of each and will discuss which is more beneficial to businesses and consumers.

How Important is Mobile Marketing?

A typical business spends around 15% of their digital marketing budget targeting mobile users. The remaining 85% is put into marketing efforts targeting desktop users. Whilst desktop marketing is still widely considered the most important of the two, the importance of mobile marketing may be growing.

People are spending more of their time on their mobile phones today than in the past, and mobile marketing conversion rates have, therefore, seen greater growth in the last few years than desktop marketing conversion rates.

Interruption-based Mobile Marketing

Interruption-based practices involve, as the name suggests, ‘interrupting’ the user from what they were doing with an unsolicited marketing communication. This means the sender has not gained prior consent and is sending the marketing communication without any idea if the recipient wants to receive it. Most people consider interruption-based marketing communications to be ‘spam’.

Interruption-based mobile marketing practices have been in decline over the past decade. This is, in part, due to tighter regulations by governments to deter businesses from engaging in the practice. Now, only 0.5% of marketing messages sent in the US are interruption-based.

Permission-based Mobile Marketing

Permission-based marketing is the most popular of the two. For a mobile marketing communication to be classed as permission-based, the sender must have recieved customer consent via an opt-in form or another method.

Although it may be more difficult to receive consent, the advantages of permission-based marketing may make the additional effort worthwhile. Here are some of the key benefits:

• They can lead to greater customer satisfaction

• They typically get a higher response rate

• They usually offer a better return on the initial investment

• They’re better for branding

• They’re more compliant and meet regulatory requirements.