Permission-based marketing on the mobile platform is seeing an average of opt-in rate of 25.15 per cent in Asia, according to a new study by the Mobile Marketing Association (MMA) and mobile advertising firm, Out There Media.
The study found that the effectiveness of opt-in marketing on mobile gets the best results of all other forms of marketing, based on consumer response rates.
The average conversion rate for opt-in marketing and advertising stands at 25.15 per cent, and in some cases was as high as 50 per cent, says Out There Media. In contrast, the response rate for direct marketing was 1.38 per cent.
The report also found that 97 per cent of consumers were willing to share location, and 96 per cent were willing to share their interests, in order to receive targeted ads. 
“The approach of permission-based marketing aided by opt-in as a driving tool has been successful because it puts control back into the consumers hands, allowing marketers to deliver information, deals and advertising that they desire,” says Rohit Dadwal, the MMAs Asia Pacific MD. “The MMA has long recognised the importance of the six Cs of mobile marketing – Choice, Control, Customisation, Consideration, Constraint, and Confidentiality. The Cs provide careful considerations for consumers rights and attitudes, which constitute what mobile marketing and advertising is supposed to be, and is likely to fuel the future growth in advertising and marketing on mobile, especially in developing markets.”
These findings are available in the MMA and Out There Medias joint whitepaper, Permission, Privacy, Measurement: The Way Forward. You can download the whitepaper here.
