optism permission mobile marketing who owns the customer communicasia 2012
DESCRIPTION
Avtansh Sharma, Commercial Director Media Monetization, Optism, Alcatel-Lucent APAC & AfricaMobile Advertising presentation from Communicasia 2012: Who Owns the Customer? Where Privacy Meets People. Avtansh examines the following questions. Is collecting personal information beneficial for both brand and consumer? Is too much data being held without the consumer being aware? Each player in the ecosystem has a relationship with the consumer - but who really owns the customer? A look best practices for obtaining user consent, preference and privacy management.TRANSCRIPT
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?
8 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
9
• Permission
• Privacy
• Preferences
Image by PictFactory on flickr.com
Power to the people
Empowerment leads to engagement and trust
Why?
10 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
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?
13 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Permission mobile marketing defined
14 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
Source: Flickr, Yes South London
It starts with the
Opt-In
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
Once we have Permission we need to build Profiles and Preferences
Preferences require constant fine tuning to remain relevant
Image: Marcus Penna
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
So What? If we do…
18 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
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
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
2,300,000 Opted-in since launch
However Keep it Relevant
20 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
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
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
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
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
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.
Want expert help from the Nike Store to take your run to the next level? 1=Yes 2=No
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
Want expert help from the Nike Store to take your run to the next level? 1=Yes 2=No
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
27 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
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
All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL