Mobile & Email Marketing : Optins

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Mobile & Email Marketing : Optins

  1. 1. MOBILE MARKETING ValueFirst Messaging Pvt. Ltd. MOBILE MARKETING
  2. 2. ValueFirst and SpotOn <ul><li>India's first Platform Agnostic Ad Network – SpotOn Media is a Platform Agnostic Digital solutions company specializing in New Media Advertising [SMS / E-Mail / Voice Online Inventories] </li></ul><ul><li>A VALUE FIRST GROUP COMPANY – Leading Global Player in the field of Enterprise Mobility </li></ul><ul><ul><ul><ul><li>Global presence - UK, Romania, Nigeria, Sri Lanka, Pakistan and India </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Over 1500 Enterprise and SME customers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Extensive reach through 100+ Channel Partners in India </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Chosen amongst the Best Wireless Application category along with IBM, Erickson and RIM </li></ul></ul></ul></ul><ul><li>India's first Super Ad Network on SMS </li></ul><ul><ul><ul><li>SpotOn Network has User base of 50 Million Unique Subscribers </li></ul></ul></ul><ul><ul><ul><li>A cumulative reach of 1 Billion SMS Impressions per Month </li></ul></ul></ul><ul><li>Strong Publisher Network with Opted-In Inventories – Inventories across Mobile Networks, Communities, Social Networking Sites, Web Portals, Media Groups, Short Code Players, Mobile VAS Players, etc. </li></ul><ul><li>Multiple Advertisers across verticals and functions. </li></ul>
  3. 3. Need for Mobile Marketing I want to do SMS campaign but do not have DATA I have database but its general. I need to target people in age group of 17-21 living in Delhi/NCR with SMS or E-Mail SMS does not work for Me, I want to do E-Mail Campaign I wish to do SMS / E-Mail campaigns but don’t have time or manpower for the same!!! ADVERTISER We have vendors that offer Database with messaging solutions
  4. 4. Complete Mobile marketing Solutions SMS E-Mail VOICE
  5. 5. Business Model ValueFirst / SpotOn DATA Publisher Publisher Publisher Publisher Publisher DATA DATA DATA DATA Advertisers
  6. 6. Complete Campaign Management <ul><li>Understanding customer brief (Target Audience) </li></ul><ul><li>Selecting the communication media – SMS, E-Mail, Voice </li></ul><ul><li>Checking availability of database with our internal and external publishers </li></ul><ul><li>Ad Creative / Content creation </li></ul><ul><li>Final Execution </li></ul><ul><li>Response collection and processing </li></ul><ul><li>MIS / Reports </li></ul>
  7. 7. Benefits <ul><li>Authenticated data (Opt ins) </li></ul><ul><li>Profiled set of Target audience(based upon Age, location, income etc) </li></ul><ul><li>Complete Campaign management solutions from start till response management </li></ul><ul><li>Multi-Modal: </li></ul><ul><ul><li>SMS </li></ul></ul><ul><ul><li>E-Mail </li></ul></ul><ul><ul><li>Voice </li></ul></ul>Opt-ins – People who have subscribed to receive marketing and promotional offers on SMS / E-mail
  8. 8. Publishers with us.. <ul><li>Mobile Networks </li></ul><ul><li>Mobile communities </li></ul><ul><li>Free Messaging Platforms </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Web-Portals </li></ul><ul><li>Media Groups / Channels </li></ul><ul><li>Short Code players </li></ul>
  9. 9. DATABASE CATEGORISATION AGE LOCATION INCOME INTERESTS GENDER
  10. 10. SMS to Database
  11. 11. The Value Chain AGENCY (Optional) SpotOn / VF Publisher TA-BENETTON The most awaited BENETTON End of Season Sale is here. Flat 50% Discount on all apparels between 9pm-11pm on weekend. Don’t‘ Miss Publisher Publisher Publisher
  12. 12. SMS Campaign to Database <ul><li>We can provide the complete sms campaign solutions to the customers as under – </li></ul><ul><li>Understand advertiser target audience in context to parameters mentioned </li></ul><ul><li>Check the availability with the list of publishers. </li></ul><ul><li>Finalizing the ad creative / content </li></ul><ul><li>Executing the campaign </li></ul><ul><li>Collecting the responses and collating the reports </li></ul><ul><li>Provide complete MIS to the advertiser </li></ul>
  13. 13. Ad Model <ul><li>Dedicated Ad – </li></ul><ul><li>Complete AD content from the advertiser can be pushed as dedicated SMS to chosen set of customers. </li></ul><ul><li>Footer Ads – </li></ul><ul><li>Advertiser ads can be attached to the regular SMS content(alert, tips, quotes, thoughts etc) sent by the publishers. It should not exceed of 60-70 characters. </li></ul>
  14. 14. CASE STUDY-Response Based Campaign Campaign Objective: To generate leads from customers interested in Broadband Connection from Airtel Targeting : We culled out data of all working professionals in the age group of 22 – 35 in selected locations The Campaign: Response: Airtel got a Response Rate of 0.4% from the Targeted SMS Campaign
  15. 15. Type of Campaigns <ul><li>Client is charged per sms </li></ul><ul><li>Used for Branding, Promotional campaigns, announcements etc </li></ul><ul><li>Price starts from 16 paisa and goes up </li></ul><ul><li>Customer is only charged for the leads delivered </li></ul><ul><li>Suitable for financial institutions, banks etc looking for leads </li></ul><ul><li>Price starts from Rs.75/lead and goes up </li></ul>Cost per Message (CPM) Cost Per Lead (CPL)
  16. 16. We communicate PRODUCT LAUNCHES CONTESTS M-COUPONS NEW OFFERS / PROMOTIONS COMMUNITY MANAGEMENT
  17. 17. Pricing <ul><li>Dedicated 160 Characters SMS </li></ul><ul><li>Footer SMS </li></ul>This in an indicative pricing and vary as per the set of set of customers chosen and Data availability No. of SMS Price < 5,00,000 28-30p 500001 – 10000000 25 – 28p 10,00,001 - 20,00,000 22 – 25p 20,00,01 – 50,00,000 20 – 22p 50,00,001 – 1,00,00,000 18 – 20p > 1,00,00,001 16 – 18p No. of SMS Price < 500,000 18p 500001 – 10000000 16p 10,00,001 - 20,00,000 14p 20,00,01 – 50,00,000 12p
  18. 18. E-Mail to Database
  19. 19. HIGHLIGHTS <ul><li>E-Mail inventory available across various leading publishers </li></ul><ul><ul><li>• Social Networking Sites • Web Portals • </li></ul></ul><ul><li>Target from 1.5 Million Unique Users </li></ul><ul><li>Targeting Available on most parameters </li></ul><ul><ul><li>Demographics: Age, Gender, Location, etc. </li></ul></ul><ul><li>Run CPM, CPC, CPL, CPA Campaigns. All possible of SpotOn Media Network </li></ul><ul><li>70% user base is between 18 – 32 Years of Age </li></ul><ul><li>Open Rates of up to 20% </li></ul><ul><li>Campaigns executed thus far: </li></ul>
  20. 20. Campaign Model <ul><li>Cost per 1000 impressions are charged on per mailer basis </li></ul><ul><li>Cost per mailer ranges from 25p to Rs.3 per mailer or more </li></ul><ul><li>Where client pays only for number of clicks on the mailers </li></ul><ul><li>Cost per mailer ranges from Rs.3 – Rs.10 per mailer or more </li></ul><ul><li>Where client wish to generates leads through mailing campaign </li></ul><ul><li>Client pays only for leads generated </li></ul><ul><li>Average price per lead ranges from Rs.25 – Rs.500 or more </li></ul># Mailer creative and landing pages if designed by us will be charged additional at 15K approx Cost per Mailer - CPM Cost per Click - CPC Cost Per Lead - CPL
  21. 21. Response collection methods <ul><li>Link sign-up / registrations forms </li></ul><ul><li>Lead generation forms </li></ul><ul><li>Divert to Advertiser’s website </li></ul><ul><li>Click to Call </li></ul><ul><li>SMS to short code - 56070 </li></ul>
  22. 22. Pricing This in an indicative pricing and vary as per the set of set of customers chosen and Data availability E-Mails on Database (Volumes) Price (INR) Less then 50K 70p 50K – 1L 60p 1L – 3L 55p 3L – 5L 50p 5L – 15L 45p 15L – 30L 40p 30L – 50L 35p 50L – 1Cr 30p 1Cr and above 25p
  23. 23. CASE STUDIES > Sample Mailers Objective: Client wanted the leads for the insurance products Activity: E-mail activity done on the targeted audience Results: Achieved the desired number of leads in less than 2 weeks
  24. 24. Important <ul><li>EMAIL – GUIDELINES </li></ul><ul><li>Email creative to be less than 50 kb </li></ul><ul><li>Text mailer preferred over HTML to avoid mails going into SPAM </li></ul><ul><li>Mention sender id We will not send out an e-mailer with an individual’s name in the sender id e.g. [email_address] or [email_address] </li></ul><ul><li>Mention subject line </li></ul><ul><li>Mention landing page (if any) </li></ul><ul><li>Content for e - mailers should be valid </li></ul><ul><li>All mailers MUST have unsubscribe link in them. Client should take care of NOT sending further mails to a user who has previously unsubscribed to their mailer.  </li></ul><ul><li>TEXT & HTML mailers   </li></ul><ul><li>HTML mailers are more prone to land in junk folder due to size / images used </li></ul><ul><li>HTML mailers may not load properly due to network connection / browser dependency </li></ul><ul><li>Text mailers always land inbox (if text doesn’t include words like FREE, OFFER, LOTTERY etc…), hence better open rate </li></ul><ul><li>Text mailers appear without any distortion as there is no image used. </li></ul>
  25. 26. VOICE
  26. 27. VOICE <ul><li>Voice campaigns(broadcasts) can be done on our Internal Database which is 40Lacs plus initially </li></ul><ul><li>Going forward, same can be done to external publishers also </li></ul><ul><li>Voice clip to be given by Advertiser or can be provided by ValueFirst (Extra charge) </li></ul><ul><li>Process for campaign execution remains the same as mentioned before </li></ul><ul><li>For pricing, please call and check from the concerned people. </li></ul>
  27. 28. [email_address] 9892481391

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