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Jason probertfinal Jason probertfinal 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
  • 6/3/2011
    21
    Source: Orange UK study 2007
  • Barriers holding back the mobile Internet are coming down
    6/3/2011
    22
  • Q4 2010:Smartphone shipments overtake PC
    6/3/2011
    23
    Source : Morgan Stanley Research 2011
  • Q4 2010: Mobile internet grew 800% faster than on PC
    6/3/2011
    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 !
    6/3/2011
    26
    Source : Morgan Stanley Research 2011
  • In South Africa, it already is!
    6/3/2011
    27
    Source:Vital Wave Consulting, Jan-2009
  • In fact, mobile has greater reach in SA than any other medium
    6/3/2011
    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
    6/3/2011
    33
    Source: Alcatel-Lucent Market Advantage Research, October 2009
  • …and it’s not always crucial to reward them
    6/3/2011
    34
    * R12 airtime or R5 000 competition
  • Privacy
  • 10 years ago – we worried about anonymity
    6/3/2011
    36
  • Today we worry about surveillance
    6/3/2011
    37
  • Privacy scares make great headlines
    6/3/2011
    38
  • …and consumers
    6/3/2011
    39
  • We need to recognise and accept the principle
    6/3/2011
    40
  • Preference
    Image: Steve Garfield
  • The data increasingly defines us… and new business models
    6/3/2011
    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
    6/3/2011
    43
  • Preferences require constant fine tuning to remain relevant
    Image: Marcus Penna
  • Permission marketing is taking off internationally
  • 6/3/2011
    46
  • 6/3/2011
    47
  • 6/3/2011
    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
    03 June 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