Hyper Local Targeting: Mobile

@warrenmoss

The consumer // changed

MobileInitial thought

Biggest threat

Do you want a loan?Financial Services

Can it be fixed?

Relevancy Yes / No

Relevancy

It can be fixed5 Rules

Hi Warren, fill up your Lexus at Caltex Oaklands on Sunday &

get a Sunday Times FREE. Reply STOP to Opt Out.

Hi Warren, all fresh Clover milk 80% off for the next 2 hours

from Pick n Pay Norwood. Reply STOP to Opt Out.Hi Warren, FREE bag of charcoal & firelighters when you

spend R200 on braai meat this Sunday from Pick n Pay

Norwood. Reply STOP to Opt Out.

It can be fixed5 Rules

Hi Warren, fill up your Lexus at Caltex Oaklands on Sunday &

get a Sunday Times FREE. Reply STOP to Opt Out.

Hi Warren, all fresh Clover milk 80% off for the next 2 hours

from Pick n Pay Norwood. Reply STOP to Opt Out.Hi Warren, FREE bag of charcoal & firelighters when you

spend R200 on braai meat this Sunday from Pick n Pay

Norwood. Reply STOP to Opt Out.

5 Rules

1. Applicable product2. Timeous 3. Local4. Value5. Ease of redemption

No presentation is complete without oneLists

We’re marketers

Hyper local mobile targetingHow do we do this?

Big data // Buzz

You’ll sound smart if you use this termBig Oil / Big Energy

Analysis // Segmentation

CensusAMPS

Local

IsochroneThe holy grail

IsochroneThe holy grail

Triggers

Note: I’m nearly finishedWhy act?

Closing the loop

ROIMeasurement

5 Rules

1. Big data 2. Analysis // Segmentation3. Local4. Triggers5. Closing the loop

Last oneLists

Testing

@warrenmossFinal thoughts

The law

Thank you

@warrenmoss