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Optism Presentation IIR Mobile Marketing Conference - How Permission Mobile Marketing Powers Brand Engagement
 

Optism Presentation IIR Mobile Marketing Conference - How Permission Mobile Marketing Powers Brand Engagement

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How Permission Mobile Marketing Powers Brand Engagement Presentation by Javier Maysonet, Director of Business Development, Alcatel-Lucent on March 20, 2012 in Miami, FL. Mobile marketing campaigns ...

How Permission Mobile Marketing Powers Brand Engagement Presentation by Javier Maysonet, Director of Business Development, Alcatel-Lucent on March 20, 2012 in Miami, FL. Mobile marketing campaigns allow the opportunity for a high level of brand engagement.

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    Optism Presentation IIR Mobile Marketing Conference - How Permission Mobile Marketing Powers Brand Engagement Optism Presentation IIR Mobile Marketing Conference - How Permission Mobile Marketing Powers Brand Engagement Presentation Transcript

    • How Permission Mobile MarketingPowers Brand EngagementJavier Maysonet, Director of Business Development, Alcatel-LucentMarch 20, 2012All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • Permission mobile marketing defined The practice of gaining consent from consumers in advance of a continuing marketing dialogue taking place on mobile devices and in return for some kind of value exchange. http://www.mmaglobal.com/PermissionBasedMarketingOct2011.pdf 2 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • Business as usual 3All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • The business of engagement 4All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • Engagement through conversations lead to long term relationships Consumers’Consumers’ EngagementEngagement Permission Mobile Marketing model Traditional model 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 5 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • It starts with the Opt-In Source: Flickr, Yes South LondonAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • Once we have Permission we need to build Profiles and PreferencesAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • Preferences require constant fine tuning to remain relevant Image: Marcus PennaAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • Creating engaged audiences – the results (EMEA Deployment)14% 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 period2,300,000 Opted-in since launch Average response rate to Dialogue campaigns30% Maximum 55% to date 9 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • Keep it relevant 10 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • adidas Case StudyWelcome to the streetwhere originality lives andathletes, musicians, skatersand more come together to •Driving footfall to new flagship storeshow their style.Do you want an invitation? •Targeted to Sports and Fashion lovers1=Yes 2=No •Sent just one day before the weekend •Leveraging Rich Dialogue format •Completely free to reply 11
    • Campaign Results Welcome to the street where originality lives and athletes, musicians, skaters35% of recipients requested an invite to and more come together tothe new adidas Originals store show their style.15-24syou want an invitation? more Do were on average 98% 1=Yesresponsive than over 30 year olds Celebrate YOUR originality visit the adidas store at Citystars, phase 2, 4th floor.Females Were 23% more responsivethan their male counterparts 12
    • Welcome to the street where Celebrate YOUR originalityCampaign Results originality lives and athletes, visit the adidas store at musicians, skaters and more Citystars, phase 2, 4th floor. come together to show their Hurry up and claim one ofRan out style.of free gifts to provide to our limited quantity adidascustomers you want an invitation? Do Originals gifts upon 1=Yes presenting this message to our store staff. Alternatively, go online to 13
    • Demonstrate Value 14All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • British Council Case Study Would you like a great opportunity to study in the UK and win an iPad2 and other • Drive registrations for UK Education great prizes at the same time? exhibition in Nigeria 1= Win! 2= Learn More • Targeted to Males and Females ages 15-45 Reply for free • Leveraging Text Dialogue format • Completely free to reply 15All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • Campaign Results Pre-Register Online for Education UK Exhibition 2012 and stand a chance to win an 39% responded to the campaign iPad2 and more! Click here http://trnsfr.me/iXXXXXXXXX 23% of all respondents wanted to win prizes 16% of all respondents wanted to learn more about studying in the UK 22% click-through rate Males and Females were equally responsive 16All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • 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 17All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • 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 18All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
    • 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 19
    • 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 20
    • 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
    • Thank Youwww.optism.comFollow us on:Twitterwww.twitter.com/optismFacebookwww.facebook.com/optismAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL