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Permission Based Marketing: Providing Consumers Personalized Online MarketingProduct Type: Market Research ReportPublished by: Datamonitor Published: April 2004 Product Code: R313-6639 Description IntroductionPermission marketing is a strategy, primarily utilizing email and mobile technology, to send consumers information that they have agreed to receive. When integrated with other forms of marketing, permission marketing’s strength is its ability to collect consumer information. As the uptake of the Internet continues, the opportunity for pharmaceutical companies to reach consumers online broadens. Scope Highlights the permission based marketing tools that are the most successful at building relationships between pharmaceutical companies and consumers Evaluates the offerings, technology and market positioning of the leading permission based marketing companies Provides strategies to bridge the gap between what consumers are prepared to receive as permission based marketing and what companies are providing Assesses the future of permission based marketing and examines the potential for using SMS messaging as a permission based marketing channel Report Highlights In order to maximize the effectiveness of a permission based marketing email, it is essential that the content provided is pertinent and useful to the end-user. Pharmaceutical companies should relate disease information to living a healthy lifestyle to meet the consumer’s interests. Early entry into the permission based marketing arena is essential as 60% of pharmaceutical companies are increasing their investment in online permission based marketing. Furthermore, the format and success of the first few campaigns will serve to shape the future market. Reasons to Purchase Understand the current and prospective opportunities to use permission based marketing to build long term relationships with consumers Evaluate what type of marketing consumers are prepared to receive and tailor your campaigns accordingly to ensure maximum uptake Learn more about the leading permission based marketing companies and how the marketplace will evolve Table of Contents ACTION POINTS 8Scope of the report 8 Two key things you need to know about permission based marketing 8 In order to maximize the effectiveness of a permission based marketing email, it is essential that the content provided is pertinent and useful to the end-user. 8 Early entry into the permission based marketing arena is essential as 60% of pharmaceutical companies are increasing their investment in online permission based marketing. 10 PERMISSION BASED MARKETING 12 An overview of the permission based marketing opportunity 12 What advantages can it offer? 12 The advantages of permission based marketing through email 13 The advantages of permission based marketing through mobile phone technology 13 Measuring return on investment 13 Gaining permission 14 New laws in the US 16 A new law in Europe 16 How to avoid spamming 16 Permission based marketing to consumers 17 The US presents a more favorable target for permission based marketing compared to Europe 17 Living a healthy lifestyle, weight loss and women’s health are ideal therapy areas for the use of permission based marketing 20 Pharmaceutical companies should link permission based marketing campaigns with advice on living a healthy lifestyle 21 Companies must provide information on the disease, the symptoms and the drug treatment. This must all be related back to living a healthy lifestyle 21 Which channels are effective for using permission based marketing? 23 Pharmaceutical companies should use competitions and access to restricted website areas containing disease and drug specific information as incentives for consumers to participate in permission based marketing 24 For consumers that do give permission to receive health information, they have no distinctive preference as to what type of information this is 25 Permission based marketing for the industry 26 Over 60% of pharmaceutical companies have increased their investment in permission based marketing over the last three years 26 Online permission based marketing still receives a lower proportion of the marketing budget compared to offline permission based marketing 27 The use of online permission based marketing by pharmaceutical companies will increase over the next three years 28 Providing an opt-out option during online registration is the most popular method of gaining permission from consumers among pharmaceutical companies 29 Over 80% of pharmaceutical companies use registering for newsletters as an encouragement for consumers to give permission to receive marketing 30 Permission based marketing is not as effective at building relationships with consumers as the industry perceives it to be 32 Evaluating the leading permission based marketing companies 33 DoubleClick 34 Company overview 34 Technology 34 Positioning 35 LifeMinders 35 Company overview 35 Technology 36 Positioning 36 TargitInteractive 37 Company overview 37 Technology 37 Positioning 37 eMarket2 38 Overview 38 Technology 39 Positioning 39 eMarket2 differentiates itself by providing more than just email marketing solutions. According to the company, it provides the capabilities combined with the expertise to run a successful email marketing campaign. Alongside gaining access to EmailLabs, eMarket2 offers access to its email marketing services team. It claims that it can achieve superior response rates, typically in excess of 25%. 39 THE FUTURE DECODED 40 Can the pharmaceutical industry utilize permission based marketing via mobile phones? 40 Drivers of using SMS as a permission based marketing channel 41 High uptake of mobile phones and SMS messaging 42 Improving technology with the introduction of multi-media messaging 42 Real-time messaging 42 Low cost of technology 43 Application is suitable for the use of competitions as incentives to consumers 43 Resistors to using SMS as a permission based marketing channel 44 An additional marketing tool, rather than a cheaper alternative 44 Gaining permission is still a major obstacle 45 The first few pharmaceutical related campaigns could limit the value of the marketing channel if not executed properly 45 The future of email permission based marketing 46 APPENDIX 48 Research methodology 48 Datamonitor’s Permission Based Marketing Survey 48 References 48 How to contact experts in your industry 49 ACTION POINTS 7 Scope of the report 7 Two key things you need to know about permission based marketing 7 In order to maximize the effectiveness of a permission based marketing email, it is essential that the content provided is pertinent and useful to the end-user. 7 Early entry into the permission based marketing arena is essential as 60% of pharmaceutical companies are increasing their investment in online permission based marketing. 9 PERMISSION BASED MARKETING 11 An overview of the permission based marketing opportunity 11 What advantages can it offer? 11 The advantages of permission based marketing through email 12 The advantages of permission based marketing through mobile phone technology 12 Measuring return on investment 12 Gaining permission 13 New laws in the US 15 A new law in Europe 15 How to avoid spamming 15 Permission based marketing to consumers 16 The US presents a more favorable target for permission based marketing compared to Europe 16 Living a healthy lifestyle, weight loss and women’s health are ideal therapy areas for the use of permission based marketing 19 Pharmaceutical companies should link permission based marketing campaigns with advice on living a healthy lifestyle 20 Companies must provide information on the disease, the symptoms and the drug treatment. This must all be related back to living a healthy lifestyle 20 Which channels are effective for using permission based marketing? 21 Pharmaceutical companies should use competitions and access to restricted website areas containing disease and drug specific information as incentives for consumers to participate in permission based marketing 22 For consumers that do give permission to receive health information, they have no distinctive preference as to what type of information this is 2423 Permission based marketing for the industry 2524 Over 60% of pharmaceutical companies have increased their investment in permission based marketing over the last three years 2524 Online permission based marketing still receives a lower proportion of the marketing budget compared to offline permission based marketing 25 The use of online permission based marketing by pharmaceutical companies will increase over the next three years 26 Providing an opt-out option during online registration is the most popular method of gaining permission from consumers among pharmaceutical companies 27 Over 80% of pharmaceutical companies use registering for newsletters as an encouragement for consumers to give permission to receive marketing 28 Permission based marketing is not as effective at building relationships with consumers as the industry perceives it to be 3029 Evaluating the leading permission based marketing companies 31 DoubleClick 3231 Company overview 3231 Technology 32 Positioning 3332 LifeMinders 33 Company overview 33 Technology 3433 Positioning 3433 TargitInteractive 3534 Company overview 3534 Technology 3534 Positioning 35 eMarket2 3635 Overview 3635 Technology 3736 Positioning 3736 THE FUTURE DECODED 3837 Can the pharmaceutical industry utilize permission based marketing via mobile phones? 3837 Drivers of using SMS as a permission based marketing channel 3938 High uptake of mobile phones and SMS messaging 4039 Improving technology with the introduction of multi-media messaging 4039 Real-time messaging 4039 Low cost of technology 4140 Application is suitable for the use of competitions as incentives to consumers 4140 Resistors to using SMS as a permission based marketing channel 4241 An additional marketing tool, rather than a cheaper alternative 4241 Gaining permission is still a major obstacle 4342 The first few pharmaceutical related campaigns could limit the value of the marketing channel if not executed properly 4342 The future of email permission based marketing 4443 APPENDIX 4544 Research methodology 4544 Datamonitor’s Permission Based Marketing Survey 4544 References 4544 How to contact experts in your industry 4645 ACTION POINTS 7 Scope of the report 7 Two key things you need to know about permission based marketing 7 In order to maximize the effectiveness of a permission based marketing email, it is essential that the content provided is pertinent and useful to the end-user. 7 Early entry into the permission based marketing arena is essential as 60% of pharmaceutical companies are increasing their investment in online permission based marketing. 9 PERMISSION BASED MARKETING 11 An overview of the permission based marketing opportunity 11 What advantages can it offer? 11 The advantages of permission based marketing through email 12 The advantages of permission based marketing through mobile phone technology 12 Measuring return on investment 12 Gaining permission 13 New laws in the US 15 A new law in Europe 15 How to avoid spamming 15 Permission based marketing to consumers 16 The US presents a more favorable target for permission based marketing compared to Europe 16 Living a healthy lifestyle, weight loss and women’s health are ideal therapy areas for the use of permission based marketing 18 Pharmaceutical companies should link permission based marketing campaigns with advice on living a healthy lifestyle 19 Companies must provide information on the disease, the symptoms and the drug treatment. This must all be related back to living a healthy lifestyle 20 Which channels are effective for using permission based marketing? 21 Pharmaceutical companies should use competitions and access to restricted website areas containing disease and drug specific information as incentives for consumers to participate in permission based marketing 22 For consumers that do give permission to receive health information, they have no distinctive preference as to what type of information this is 23 Permission based marketing for the industry 24 Over 60% of pharmaceutical companies have increased their investment in permission based marketing over the last three years 24 Online permission based marketing still receives a lower proportion of the marketing budget compared to offline permission based marketing 25 The use of online permission based marketing by pharmaceutical companies will increase over the next three years 26 Providing an opt-out option during online registration is the most popular method of gaining permission from consumers among pharmaceutical companies 27 Over 80% of pharmaceutical companies use registering for newsletters as an encouragement for consumers to give permission to receive marketing 28 Permission based marketing is not as effective at building relationships with consumers as the industry perceives it to be 29 Evaluating the leading permission based marketing companies 31 DoubleClick 31 Company overview 31 Technology 32 Positioning 32 LifeMinders 33 Company overview 33 Technology 33 Positioning 33 TargitInteractive 34 Company overview 34 Technology 34 Positioning 35 eMarket2 35 Overview 35 Technology 36 Positioning 36 THE FUTURE DECODED 38 Can the pharmaceutical industry utilize permission based marketing via mobile phones? 38 Drivers of using SMS as a permission based marketing channel 39 High uptake of mobile phones and SMS messaging 40 Improving technology with the introduction of multi-media messaging 40 Real time messaging 40 Low cost of technology 41 Application is suitable for the use of competitions as incentives to consumers 41 Resistors to using SMS as a permission based marketing channel 42 An additional marketing tool, rather than a cheaper alternative 42 Gaining permission is still a major obstacle 43 The first few pharmaceutical related campaigns could limit the value of the marketing channel if not executed properly 43 The future of email permission based marketing 44 APPENDIX 45 Research methodology 45 Datamonitor’s Permission Based Marketing Survey 45 References 45 How to contact experts in your industry 46 |
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