Jason probertfinal

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Jason probertfinal

  1. 1. Privacy, Permission & Preference The new P’s of marketing<br />Jason Probert – Mobile Media Mindblast 2011<br />
  2. 2. In the good old days:$ = 4P<br />Image: Transiently permanent<br />
  3. 3. and Promotion meant a 30” television commercial<br />Image: Transiently permanent<br />Image: James Vaughan<br />
  4. 4. 1978-79“All in the Family”AR: 30.5<br />Image: britannica.com<br />
  5. 5. 1988-89“The Cosby Show”AR: 25.3<br />Image: britannica.com<br />
  6. 6. 1998-99“ER”AR: 17.8<br />Image: NBC<br />
  7. 7. 2008-09“Desperate Housewifes”AR: 10.9<br />Image: ABC<br />
  8. 8. That’s a lot of people who aren’t watching 30” spots on TV anymore…<br />
  9. 9. …and even those watching TV legally are skipping the ads<br />
  10. 10. It’s not only TV advertising that’s feeling the pain<br />
  11. 11.
  12. 12. In 2009 advertisers in the UK spent more online than on TV<br />
  13. 13. We’re witnessing a paradigm shift in how brands and consumers relate<br />13<br />
  14. 14. People now process more than 3000 advertising messages a day - we need toearn their attention<br />Image: Createsimona<br />
  15. 15. Relationships are all about conversations<br />It’s no longer about shouting at consumers<br />Image: Arlo Bates<br />
  16. 16. It’s about relationships based on trust<br />Image: Denise Lamby<br />
  17. 17. …respect and integrity<br />Image: Matthew Crowley<br />
  18. 18. Relationships are all about conversations<br />Image: Arlo Bates<br />
  19. 19. Relationships are all about conversations<br />And you know how most people have conversations <br />Image: Arlo Bates<br />
  20. 20. Mobile media has vast reach<br />
  21. 21. 6/3/2011<br />21<br />Source: Orange UK study 2007 <br />
  22. 22. Barriers holding back the mobile Internet are coming down<br />6/3/2011<br />22<br />
  23. 23. Q4 2010:Smartphone shipments overtake PC<br />6/3/2011<br />23<br />Source : Morgan Stanley Research 2011<br />
  24. 24. Q4 2010: Mobile internet grew 800% faster than on PC<br />6/3/2011<br />24<br />Source: Nielson Online<br />
  25. 25. Mobile has been over-hyped, but now<br />“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.”<br />Eric Schmidt, CEO, Google<br />
  26. 26. Mobile becomes Internet’s primary access point by 2014 ! <br />6/3/2011<br />26<br />Source : Morgan Stanley Research 2011<br />
  27. 27. In South Africa, it already is!<br />6/3/2011<br />27<br />Source:Vital Wave Consulting, Jan-2009<br />
  28. 28. In fact, mobile has greater reach in SA than any other medium<br />6/3/2011<br />28<br />
  29. 29. More than 1 billion Please Call Me messages are delivered each month<br />
  30. 30. …and more than 2 million people visit VLIVE every day<br />More than 1 billion Please Call Me adverts are delivered each month<br />
  31. 31. P3= Permission + Privacy + Preference <br />Image: Enovember<br />
  32. 32. Permission<br />Image: Fried Toast<br />
  33. 33. Most people are happy to give their permission<br />6/3/2011<br />33<br />Source: Alcatel-Lucent Market Advantage Research, October 2009<br />
  34. 34. …and it’s not always crucial to reward them<br />6/3/2011<br />34<br />* R12 airtime or R5 000 competition<br />
  35. 35. Privacy<br />
  36. 36. 10 years ago – we worried about anonymity<br />6/3/2011<br />36<br />
  37. 37. Today we worry about surveillance<br />6/3/2011<br />37<br />
  38. 38. Privacy scares make great headlines<br />6/3/2011<br />38<br />
  39. 39. …and consumers <br />6/3/2011<br />39<br />
  40. 40. We need to recognise and accept the principle<br />6/3/2011<br />40<br />
  41. 41. Preference<br />Image: Steve Garfield<br />
  42. 42. The data increasingly defines us… and new business models<br />6/3/2011<br />42<br />Behaviour<br />(Clickstream)<br />Shopping<br />(Research/Transactions)<br />Geo-location<br />(IP address, Inferred)<br />Search Interests<br />(Keywords)<br />Demographics<br />(Registration)<br />Campaign Response<br />(View/Click)<br />Mobile<br />(Behaviour and Apps)<br />Social Connections<br />(Observed)<br />
  43. 43. We need to understand customer motivations, needs & incentives<br />6/3/2011<br />43<br />
  44. 44. Preferences require constant fine tuning to remain relevant<br />Image: Marcus Penna<br />
  45. 45. Permission marketing is taking off internationally<br />
  46. 46. 6/3/2011<br />46<br />
  47. 47. 6/3/2011<br />47<br />
  48. 48. 6/3/2011<br />48<br />
  49. 49. Image: Kelly Melissa<br />
  50. 50. Enable dialogue<br />Image: Roon & Becks<br />
  51. 51. Response is free<br />Image: Ppchern<br />
  52. 52. Build profile and preferences over time<br />
  53. 53. How do you kill a dinosaur?<br />Image: Brand Matt<br />
  54. 54. You don’t – evolution does<br />Image: Moving Pictures<br />
  55. 55. Conversation is the new model and the phone is central to that<br />03 June 2011<br />55<br />
  56. 56. In a more complex world:$ = 4P + p3<br />Image: Curious Spider<br />
  57. 57. Thank you<br />Jason Probert<br />jason.probert@vodacom.co.za@vomoblogwww.vomo.co.zawww.vodacom.co.za/mobile media<br />

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