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Mobile Media Mindblast presentation

Mobile Media Mindblast presentation

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    Jason Probert Jason Probert Presentation Transcript

    • Privacy, Permission & Preference The new P’s of marketing
      Jason Probert – Mobile Media Mindblast 2011
    • In the good old days:$ = 4P
      Image: Transiently permanent
    • and Promotion meant a 30” television commercial
      Image: Transiently permanent
      Image: James Vaughan
    • 1978-79“All in the Family”AR: 30.5
      Image: britannica.com
    • 1988-89“The Cosby Show”AR: 25.3
      Image: britannica.com
    • 1998-99“ER”AR: 17.8
      Image: NBC
    • 2008-09“Desperate Housewifes”AR: 10.9
      Image: ABC
    • That’s a lot of people who aren’t watching 30” spots on TV anymore…
    • …and even those watching TV legally are skipping the ads
    • It’s not only TV advertising that’s feeling the pain
    • In 2009 advertisers in the UK spent more online than on TV
    • We’re witnessing a paradigm shift in how brands and consumers relate
      13
    • People now process more than 3000 advertising messages a day - we need toearn their attention
      Image: Createsimona
    • Relationships are all about conversations
      It’s no longer about shouting at consumers
      Image: Arlo Bates
    • It’s about relationships based on trust
      Image: Denise Lamby
    • …respect and integrity
      Image: Matthew Crowley
    • Relationships are all about conversations
      Image: Arlo Bates
    • Relationships are all about conversations
      And you know how most people have conversations
      Image: Arlo Bates
    • Mobile media has vast reach
    • 6/2/11
      21
      Source: Orange UK study 2007
    • Barriers holding back the mobile Internet are coming down
      6/2/11
      22
    • Q4 2010:Smartphone shipments overtake PC
      6/2/11
      23
      Source : Morgan Stanley Research 2011
    • Q4 2010: Mobile internet grew 800% faster than on PC
      6/2/11
      24
      Source: Nielson Online
    • Mobile has been over-hyped, but now
      “We can make more money in mobile than we do in the desktop eventually… and the reason is the mobile computer is more targeted. Think about it: you carry your phone, and your phone knows all about you… we can do a very, very targeted ad. Over time we will make more money from mobile advertising… not now, but over time.”
      Eric Schmidt, CEO, Google
    • Mobile becomes Internet’s primary access point by 2014 !
      6/2/11
      26
      Source : Morgan Stanley Research 2011
    • In South Africa, it already is!
      6/2/11
      27
      Source:Vital Wave Consulting, Jan-2009
    • In fact, mobile has greater reach in SA than any other medium
      6/2/11
      28
    • More than 1 billion Please Call Me messages are delivered each month
    • …and more than 2 million people visit VLIVE every day
      More than 1 billion Please Call Me adverts are delivered each month
    • P3= Permission + Privacy + Preference
      Image: Enovember
    • Permission
      Image: Fried Toast
    • Most people are happy to give their permission
      6/2/11
      33
      Source: Alcatel-Lucent Market Advantage Research, October 2009
    • …and it’s not always crucial to reward them
      6/2/11
      34
      * R12 airtime or R5 000 competition
    • Privacy
    • 10 years ago – we worried about anonymity
      6/2/11
      36
    • Today we worry about surveillance
      6/2/11
      37
    • Privacy scares make great headlines
      6/2/11
      38
    • …and consumers
      6/2/11
      39
    • We need to recognise and accept the principle
      6/2/11
      40
    • Preference
      Image: Steve Garfield
    • The data increasingly defines us… and new business models
      6/2/11
      42
      Behaviour
      (Clickstream)
      Shopping
      (Research/Transactions)
      Geo-location
      (IP address, Inferred)
      Search Interests
      (Keywords)
      Demographics
      (Registration)
      Campaign Response
      (View/Click)
      Mobile
      (Behaviour and Apps)
      Social Connections
      (Observed)
    • We need to understand customer motivations, needs & incentives
      6/2/11
      43
    • Preferences require constant fine tuning to remain relevant
      Image: Marcus Penna
    • Permission marketing is taking off internationally
    • 6/2/11
      46
    • 6/2/11
      47
    • 6/2/11
      48
    • Image: Kelly Melissa
    • Enable dialogue
      Image: Roon & Becks
    • Response is free
      Image: Ppchern
    • Build profile and preferences over time
    • How do you kill a dinosaur?
      Image: Brand Matt
    • You don’t – evolution does
      Image: Moving Pictures
    • Conversation is the new model and the phone is central to that
      June 2, 2011
      55
    • In a more complex world:$ = 4P + p3
      Image: Curious Spider
    • Thank you
      Jason Probert
      jason.probert@vodacom.co.za@vomoblogwww.vomo.co.zawww.vodacom.co.za/mobile media