optism permission mobile marketing who owns the customer communicasia 2012

Permission Mobile Marketing Who owns the Customer?

Avtansh Sharma June 20, 2012

All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL

Mobile Advertising

…as it is

2 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL

Most Mobile Campaigns Are Built On Sand

Advertising on my phone? No Thanks.

My Phone Is My Personal Space

Traditional Advertising Methods Don’t Work In Mobile

Unrequested Advertising Will Lead People To Leave

So… What to do?


9

• Permission

• Privacy

• Preferences

Image by PictFactory on flickr.com

Power to the people

Empowerment leads to engagement and trust

Why?


Because that’s what consumers told us…

Source: Alcatel-Lucent Market Advantage

Research, October 2009,

Very important to ask their permission before sending mobile ads 76%

Wanted control of their profile to address privacy concerns 78%

Felt that ads should be interest and preference based 74%

Were more likely to make purchases of preferred brands through the service 63%

Would opt-in to a mobile advertising service 54%

All Rights Reserved © Alcatel-Lucent 2010 - INTERNAL

Segment > Research

Which subscriber segment do we

target?

Advertisers find younger people harder to reach

Advertisers find older people harder to engage

with

Younger people are more open to the idea of

mobile advertising

Older people demand more value and relevancy

from mobile advertising

12

55+

45-54

35-44

18-34

Total Female Male

(eMarketer,/Harris Interactive - 07/2010, 1729 subscribers)

Interest in receiving Text Alerts from Marketers

(US, 2010)

All Rights Reserved © Alcatel-Lucent 2010 - INTERNAL

But How?


Permission mobile marketing defined


The practice of gaining consent from consumers

in advance of a continuing marketing dialogue

taking place on mobile devices and in return for

some kind of value exchange.

http://www.mmaglobal.com/PermissionBasedMarketingOct2011.pdf

http://www.mmaglobal.com/PermissionBasedMarketingOct2011.pdf

Source: Flickr, Yes South London

It starts with the

Opt-In



Once we have Permission we need to build Profiles and Preferences

Preferences require constant fine tuning to remain relevant

Image: Marcus Penna


So What? If we do…


Creating engaged audiences – the results (EMEA Deployment)

19

14% Opt-in rate based on basic SMS invitation – without reward

50,000 Opted-in within first 10 days of soft launch

30% Average response rate to Dialogue campaigns Maximum 55% to date

1,000,000 Opted-in during a 2 month period


2,300,000 Opted-in since launch

However Keep it Relevant


21

Do you know which star from Real Madrid made his choice to play with the new adidas Predator shoe? Reply for free 1=yes 2=no

adidas Predator Case Study

• Raise awareness of the new adidas Predator shoe

• Targeted to Arabic and English speaking users Under 50, Males and interested in

Sport • Rich Dialogue was used for the campaign format


22

You knew it was Kaka? "Own the Game" and visit adidas stores now for the new shoe collection of adipower Predator

Do you know which star from Real Madrid made his choice to play with the new Adidas Predator shoe? Reply for free 1=yes 2=no

Campaign Results

• 27% (Arabic), 19% (English) responded to the campaign

• 15-24s were most responsive (35.5%)

• 73% of Arabic speakers learned about adidas’ sponsorship of Kakà


23

Want expert help from the Nike Store to take your run to the next level? 1=Yes 2=No

Nike Case Study

•Encourage footfall to the Dubai Festival City Nike store

•Targeted to Males, Females, English and Arabic users

• Rich Dialogue was used for the campaign format

24

Find the right Nike shoe for your running style. Visit the Nike Store, Dubai Festival City, for free gait analysis. Simply show this message to our staff when you visit.


Campaign Results

•15% of message recipients responded

overall

• 20% of Arabic speaking females responded to the campaigns

• Young people (under 18s and 18s – 24s) were most responsive to the campaigns

25

Sprite Triple Slam coming soon. What skills will you be bringing? 1=Basketball 2=Dance 3=Music

Sprite Case Study

•Drive traffic to the Sprite Triple Slam Facebook page

•Targeted to Males, Females, ages 15 – 35, interested in Entertainment, Sports • Text Dialogue was used for the campaign format

26

Grab the mic and wow the judges this year. Click below to LIKE us on Facebook http://tmsfr.me/iXXXXXXXXXX


Campaign Results

•22% of message recipients responded

overall

• 18% click-thru to Sprite’s Facebook page

•26 – 35 year olds were most responsive to the campaigns

How do we do it at

optism


Commercial Model

28

ALU Optism

• A Full-Service solution

• Light Integration – remotely hosted – connecting with your existing technology

• Go To Market Support – to ensure maximum success

• Quick launch in 3 months of sign off – generate revenue immediately after deployment

• Major Media Buying agreements – Network of local Media Sellers

• Major Industry Relationships with WPP & MMA

• Revenue Share model

Optism increases engagement through 360 campaigns

Get relevant ad

Interact & Get coupon

Redeem coupon

Checkout at point of sale

Create promotions

Target & Distribute

Support interaction & redemption

Report & Analyze

From CPM to CPA From advertising to checkout

Consumers Brands & retailers

6

Respect and carefully manage consumer’s

permission, preferences and privacy:

• not just in YOUR engagement with

consumers

• but across the entire market

Key to build ROI and Scale in Mobile

The Way Forward

Image by Thomas Hawk on flickr.com

Thank You www.optism.com Follow us on:

Twitter www.twitter.com/optism Facebook www.facebook.com/optism


http://www.optism.com/

http://www.twitter.com/optism

http://www.facebook.com/optism

optism permission mobile marketing who owns the customer communicasia 2012

Business

real madrid

rights reserved

message recipients

nike store

campaign results

arabic

females

english