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IDENTITY
REVOLUTION
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Episode 7 –
Uncovering Permission-Based Marketing with Brian Garofola, CTO of Vibes

RESOURCE CENTER   ❯   Identity Revolution Podcast 2-25-21

Episode Summary

How is mobile marketing evolving as more modern platforms push SMS? Brian Garofola, the CTO of Vibes, talks about the types of communication that can help you stand out in a crowd.

This native New Yorker, living in Chicago now, gives us insights into the possibilities of mobile marketing and the importance of SMS in the industry. Text messages enable companies to have accessible, simple 2-way communication with their customers to improve their satisfaction, trust, and loyalty.

In this episode of Identity Revolution, Brian Garofola discusses the future of marketing and how you can build a trusting relationship with customers through AI, machine learning, and customer data platforms. He also explains how changes in privacy policies influence the growth of permission-based marketing that will target the sphere of customers’ interest.

Tune in to our latest episode to find out what Brian has to say about the difference between generic and personalized text messages in mobile marketing and what impact they have.


Guest-at-a-Glance

Dennis Hecht
  • Name: Brian Garofola
  • What he does: Brian is the CTO of Vibes and currently lives in Chicago. After spending more than ten years in the automotive industry, Brian realized it’s time for a change. He joined the world of mobile marketing since it was something he always wanted to do.
  • Company: Vibes
  • Key Quote: “The phone has become an extension of yourself.”
  • Where to find Brian: LinkedIn

Key Insights

  • Is SMS dead? Brian strongly believes that SMS will always have advantages that no other communication channels used for marketing have. “There’s not a lot of spam in the SMS ecosystem because the carriers are involved, and they keep it fairly clean.”
  • Marketing and Privacy. What is permission-based marketing? Vibes will definitely focus on permission-based marketing because they believe customers deserve more control. “How can customers be more in control through technology, not through government policy? The things like CCPA and GDPR are the step in the right direction perhaps; they have great intense, but it’s gonna take a lot of the technology vendors to lean into making that a reality.”
  • What is the future of marketing? Brian shares his predictions based on experience and broad knowledge he has. In his opinion, building trusting relationships with customers will become even more important. “Making sure that you’re getting the right personalized information and you’re respecting that boundary, and you’re also supporting the conversation that naturally exists over SMS, people inherently want to reply. That’s the way they communicate with friends and family. They want an experience that is cohesive.”

Episode Highlights

Which areas have the potential to scale in the future?

“I think brands are gonna really need to lean into permission-based marketing. We sit at this interesting place where texts have always been extremely express written. It’s: you text, it’s a reply: Why? It’s already been a policy if you will. And so I feel like we’ve perhaps accidentally been leading in that by being an extremely compliant platform.”

Building trusting relationships is the key

“We leverage text messaging, mobile wallet, mobile app push to empower brands to realize the value of building personal consumer relationships, just all through our intelligent mobile engagement. […] Building a trusting relationship becomes a lot of the future, and it doesn’t always have to be about a discount. It has to be building in that long-term, customer lifetime value if you focus.”

Get the most out of permission-based marketing

“The biggest area that I see that’s going to be interesting is this idea of permission-based marketing in a very privacy-centric world that continues to emerge. You’ve got GDPR, CCPA. You’ve got the changes coming down the pipeline with the IDFA on the mobile devices. I think brands are gonna need to lean into permission-based marketing.”

Will curbside pickup disappear?

“When my kids were babies, and I got to stop on the way home and pick something up, and I pulled into a parking spot, and they were sleeping in the back, I would love to pro curbside pickup option at that point. And for the elderly who just need to pick up some milk and eggs from your local grocery store, I curbside pickups. It’s convenient. It’s safe for a number of reasons. So we don’t see those things going away.”


Top quotes:

[3:44] “We leverage text messaging, mobile wallet, and mobile app push to empower brands to realize the value of building personal consumer relationships, just all through our intelligent mobile engagement.”

[4:53] “We connect people with the brands they love.”

[9:26] “The phone has become an extension of yourself. And I’m sure if you left your desk right now, you left the room, and you forgot your phone behind you, you’d have a little bit of a moment ‘Oh, where’s my phone.'”

[10:16] “Making sure that you’re getting the right personalized information and you’re respecting that boundary, and you’re also supporting the conversation that naturally exists over SMS. People inherently want to reply.”

[13:12] “The biggest area that’s going to be interesting is the idea of permission-based marketing in a very privacy-centric world that continues to emerge.”

[11:02] “There are two areas: personalization- timely, relevant, contextual communication, and then supporting the conversation when people want to have it. Because inevitably they will, whether it’s ‘my offer expired and it shouldn’t have’ or ‘I’m here to pick up my order’ or how do I return my products?'”

[17:49] “Building a trusting relationship doesn’t always have to be about a discount. It has to be building in that long-term, customer lifetime value.”

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