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MMA - Christine Van Dillen
 

MMA - Christine Van Dillen

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    MMA - Christine Van Dillen MMA - Christine Van Dillen Presentation Transcript

    • Profiling advertising: is it worth the money and the risk? 1
    • Value of Profiling • Value of the Mobile Marketing Market • How Marketers want to use location • What are they willing to pay for it • What are examples? Mitigating the Risks of Profiling • Rule # 1: Respecting the Consumer • Positive Consumer Experience using the “6 C’s”
    • What is the Value? Source: MMA 2009 Source: MMA 2009 3
    • What is the opportunity for growth? Source: MMA 2009
    • What is the opportunity for growth?
    • Why do Marketers invest in Mobile? Delivering the right MESSAGE: • To the right PERSON • At the right TIME • In the right PLACE
    • Where are Marketers currently spending money? Mobile marketing campaigns (mean number of campaigns among respondents with at least one campaign involving mobile marketing in the last year) Source: MMA 2009
    • Do marketers care about Location? Benefits to the Advertiser • Collection of demographic information • Campaign targeting • Local Search • Point-of-Sale Marketing
    • What are marketers willing to pay? Demographic information $ - More accuracy than other mediums Campaign targeting $$ - More accuracy than other mediums - Location can lead to info on: Weather, Speed, etc. - Predictive targeting Local Search $$$ - Likely to drive consumers to store Point-of-Sale Marketing $$$$ - High value consumers
    • Mitigating the Risks Respect the Consumer
    • Mitigating the Risks Benefits to the Consumer • Offsets the price of the valuable services • More targeted advertising = fewer, more relevant advertisements
    • How the 6 C’s apply to Location Based Advertising Choice
    • How the 6 C’s apply to Location Based Advertising Choice Control
    • How the 6 C’s apply to Location Based Advertising Choice Control Customization
    • How the 6 C’s apply to Location Based Advertising Choice Control Customization Consideration
    • How the 6 C’s apply to Location Based Advertising Choice Control Constraint Customization Consideration
    • How the 6 C’s apply to Location Based Advertising Choice Confidentiality Control Constraint Customization Consideration
    • Example # 1: Sponsored Listing in Local Search Business Model: My Location: Cost per Click, Cost per Call 1115 S. Broadw * Pizza Parlor Joe’s Pizza Information to Advertiser: Ray’s Pizza Quantity per Location Sam’s Pizza 6 C’s
    • Example # 2: In Store Promotion Business Model: Fixed Fee, Revenue Sharing, 50% Off All Ladies’ Information to Advertiser: Clothing Today only Unique ID of Consumer Time of engagement Store Location, 6 C’s
    • Example # 3: Application Sponsorship Business Model: Text Message: 1/1 CPM, CPA, Flat Fee, Burritofiesta is having a 2 Information to Advertiser: for 1 burrito day! Subscriber Information Location Information over time 6 C’s
    • Don’t forget Value of Profiling • Value of the Mobile Marketing Market • How Marketers want to use location • What are they willing to pay for it Mitigating the Risks of Profiling • Rule # 1: Respecting the Consumer • Positive Consumer Experience using the “6 C’s”
    • THANK YOU 22