Optism Permission Marketing Event 2011 Thomas Labarthe

1,060 views

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,060
On SlideShare
0
From Embeds
0
Number of Embeds
66
Actions
Shares
0
Downloads
9
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Optism Permission Marketing Event 2011 Thomas Labarthe

  1. 1. Secrets Behind Generating25% Response RatesThomas Labarthe, Vice President Mobile Advertising, Alcatel-LucentOctober 3, 2011All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  2. 2. Business as usual 2All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  3. 3. The business of engagement 3All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  4. 4. Engagement through conversations lead to long term relationships Consumers’Consumers’ EngagementEngagement Traditional model “THE NEXT BIG THING !” Dialogue Dialogue Dialogue Dialogue Dialogue Campaign Campaign 1 2 … 23 24 #1 #2 Year X Year X On-going conversation • Occasional touch points • Fragmented engagement • Low interactivity • High interactivity through Dialogue • Re-engage with audience from previous campaigns Adapted from: mobileSQUARED 4 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  5. 5. It starts with the Opt-In Source: Flickr, Yes South LondonAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  6. 6. Once we have Permission we need to build Profiles and PreferencesAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  7. 7. Preferences require constant fine tuning to remain relevant Image: Marcus PennaAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  8. 8. Creating engaged audiences – the results (EMEA Deployment)16% Opt-in rate based on basic SMS invitation – without reward50,000 Opted-in within first 10 days of soft launch1,000,000 Opted-in during a 2 month period1,800,000 Opted-in since launch Average response rate to Dialogue campaigns30% Maximum 55% to date 8 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  9. 9. Keep it relevant 9 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  10. 10. Visa Case Study Did you know that using your VISA Debit card at any store • Encourage use of Visa debit card while gives you a chance to win shopping prizes up to 150,000LE? Reply free of charge •Targeted to Arabic speaking users 1=Yes Over 25 2=No • Sent just before the Weekend • Text Dialogue was used for the campaign format 10All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  11. 11. Make sure to use your VISA Using VISA Debit card at any Debit card this weekend for all store gives you a chance to your purchases for a chance to win prizes! To get one contact win prizes! your bank now! visamiddleeast.com visamiddleeast.com Reply Reply 1 2 11All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  12. 12. Response Rate / Hour Based on Relevance Insights • Different behaviour patterns between the Low Spenders & High Spenders • Low Spenders were more active with the campaign across every hour of the day • Time of day matters more for High SpendersLow Spenders High SpendersAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL 12
  13. 13. Interests Drive Responses Insight • Higher Response Rates on Business, Culture, Entertainment, Family, Special Offers, Travel • Lowest Response Rates for Cars, Fashion, Sports • New insight for brand on users interested in Music and Technology • The response rates are always consistent with the Low Spenders & High Spenders segmentationLow Spenders High SpendersAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL 13
  14. 14. Demonstrate Value 14All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  15. 15. Volkswagen Case Study The new VW Touareg has been unleashed by Universal Motors. Do you want to know more? • Raise Awareness that the new Volkswagen Touareg is available for sale 1= Yes 2= No Reply for free • Targeted to people interested in Cars • Leveraging Text Dialogue format • Completely free to reply 15All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  16. 16. Campaign Results The redesign of the VW Touareg comes with optimised engines, new interior, faster, 30% responded to the campaign lighter and easier to handle call Universal Motors on 0302243434 for inquiry 90% of all respondents wanted more information 35 – 50 and over 50s were most responsive Males and Females were equally responsive 16All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  17. 17. adidas Predator Do you know which star from Real Madrid made his choice Case Study to play with the new adidas Predator shoe? Reply for free • Raise awareness of the new adidas 1=yes Predator shoe 2=no • Targeted to Arabic and English speaking users Under 50, Males and interested in Sport • Rich Dialogue was used for the campaign format 17All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  18. 18. Campaign Results Do you know which star from Real Madrid made his choice• 27% to play with 19% (English) responded (Arabic), the new Adidas Predator shoe? Reply for freeto the campaign 1=yes 2=no• 15-24s were most responsive (35.5%) You knew it was Kaka? "Own the Game" and visit adidas stores now for the new shoe• 73% of Arabic speakers learned about collection of adipoweradidas’ sponsorship of Kakà Predator 18 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  19. 19. Formula for consistent response rates• Foundation of a strong opt-in database is based on trust and transparency• Constant fine tuning of preferences is critical• Keep people engaged with things they care about, when they care about it• Provide value, be useful, campaign wording is everything Want more insights? Check out our Behind Closed Doors session 14:15 – 14:45 The Milkman is Back Mihai Vlad, Head of Insight & Audience Management, Alcatel-LucentAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  20. 20. Thank Youwww.optism.comFollow us on:Twitterwww.twitter.com/optismFacebookwww.facebook.com/optismAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL

×