Demystifying Mobile - Marketing on Mobile is Still Marketing
Optism Presentation IIR Mobile Marketing Conference - How Permission Mobile Marketing Powers Brand...
description
Transcript of Optism Presentation IIR Mobile Marketing Conference - How Permission Mobile Marketing Powers Brand...
How Permission Mobile Marketing Powers Brand Engagement
Javier Maysonet, Director of Business Development, Alcatel-Lucent
March 20, 2012
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Permission mobile marketing defined
2 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
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
Business as usual
3 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
The business of engagement
4 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Engagement through conversations lead to long term relationships
5
Dialogue
1
Year X
Consumers’
Engagement
Dialogue
2
Dialogue
…
Dialogue
23
Dialogue
24
On-going conversation
Consumers’
Engagement
Campaign
#1
Campaign
#2 Year X
• Occasional touch points
• Fragmented engagement
• Low interactivity • High interactivity through Dialogue
• Re-engage with audience from previous campaigns
Traditional model
Adapted from: mobileSQUARED
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Permission Mobile Marketing model
Source: Flickr, Yes South London
It starts with the
Opt-In
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Once we have Permission we need to build Profiles and Preferences
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Preferences require constant fine tuning to remain relevant
Image: Marcus Penna
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Creating engaged audiences – the results (EMEA Deployment)
9
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
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
2,300,000 Opted-in since launch
Keep it relevant
10 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
11
Welcome to the street
where originality lives and
athletes, musicians, skaters
and more come together to
show their style.
Do you want an invitation?
1=Yes 2=No
adidas Case Study
•Driving footfall to new flagship store
•Targeted to Sports and Fashion lovers
•Sent just one day before the weekend
•Leveraging Rich Dialogue format
•Completely free to reply
12
Welcome to the street
where originality lives and
athletes, musicians, skaters
and more come together to
show their style.
Do you want an invitation?
1=Yes Celebrate YOUR originality
visit the adidas store at
Citystars, phase 2, 4th floor.
Campaign Results 35% of recipients requested an invite to
the new adidas Originals store
15-24s were on average 98% more
responsive than over 30 year olds
Females Were 23% more responsive
than their male counterparts
13
Welcome to the street where originality lives and athletes, musicians, skaters and more come together to show their style. Do you want an invitation? 1=Yes
Celebrate YOUR originality
visit the adidas store at
Citystars, phase 2, 4th floor.
Hurry up and claim one of
our limited quantity adidas
Originals gifts upon
presenting this message to
our store staff.
Alternatively, go online to
Campaign Results Ran out of free gifts to provide to
customers
Demonstrate Value
14 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
15
Would you like a great opportunity to study in the UK and win an iPad2 and other great prizes at the same time? 1= Win! 2= Learn More Reply for free
British Council Case Study
• Drive registrations for UK Education exhibition in Nigeria
• Targeted to Males and Females ages 15-45
• Leveraging Text Dialogue format
• Completely free to reply
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
16
Campaign Results 39% responded to the campaign
23% of all respondents wanted to win
prizes
16% of all respondents wanted to learn
more about studying in the UK
22% click-through rate
Males and Females were equally
responsive
Pre-Register Online for Education UK Exhibition 2012 and stand a chance to win an iPad2 and more! Click here http://trnsfr.me/iXXXXXXXXX
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
17
Did you know that using your VISA Debit card at any store gives you a chance to win prizes up to 150,000LE? Reply free of charge 1=Yes 2=No
Visa Case Study
• Encourage use of Visa debit card while shopping
•Targeted to Arabic speaking users
Over 25 • Sent just before the Weekend
• Text Dialogue was used for the campaign format
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
18
Using VISA Debit card at any store gives you a chance to win prizes! To get one contact your bank now! visamiddleeast.com
Make sure to use your VISA Debit card this weekend for all your purchases for a chance to win prizes! visamiddleeast.com
Reply 1
Reply 2
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Response Rate / Hour Based on Relevance
19
Insights
• Different behaviour patterns between the Low Spenders & High Spenders • Low Spenders were more active with the campaign across every hour of the day • Time of day matters more for High Spenders
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Low Spenders High Spenders
Interests Drive Responses
20
Insight
• Higher Response Rates on Business, Culture, Entertainment, Family, Special Offers, Travel • Lowest Response Rates for Cars, Fashion, Sports • New insight for brand on users interested in Music and Technology • The response rates are always consistent with the Low Spenders & High Spenders segmentation
Low Spenders High Spenders
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
• Foundation of a strong opt-in database is based on trust and transparency
• Constant fine tuning of preferences is critical
• Keep people engaged with things they care about, when they care about it
• Provide value, be useful, campaign wording is everything
Want more insights?
Check out our Behind Closed Doors session 14:15 – 14:45
The Milkman is Back
Mihai Vlad, Head of Insight & Audience Management, Alcatel-Lucent
Formula for consistent response rates
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Thank You www.optism.com Follow us on:
Twitter www.twitter.com/optism Facebook www.facebook.com/optism
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL