Numu Multimedia Optism permission mobile marketing

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Author: Wael A. AL-Fayez
Event: Launch of Mobily Deals in Four Seasons Hotel, RIyadh, Saudi Arabia

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Numu Multimedia Optism permission mobile marketing

  1. 1. Engaging  Your  Audience    With  Mobily  Deals  
  2. 2. |  Agenda     §  Mobile  Insights   §  How  Mobile  Changed  the  Way  we  Consume  Media   §  The  challenges  faced  by  tradi?onal  channels   §  What  to  focus  on  to  assure  success   •  The  value  to  the  operator   §  What  We’  re  Doing   •  Where  we re  delivering   •  How  we re  delivering   §  Next  Steps  
  3. 3. Key  Indicators  2012  Popula?on  Size  = 26.5m  Area  (Square  Meter)=  2,149,690  Ad  Market  =  $800m  TV  Penetra?on  =  98%  Internet  Penetra?on  =  50%  Mobile  Penetra?on  =   168%  Source: Arab Media Outlook 2011-2015
  4. 4. Facts  !   90%  of  all  Text   Messages  are  read   within  3  Minutes  of   their  Delivery     +     99%  of  all  Text   Messages  are  read  by   the  Recipient  Source: Mobile Squared
  5. 5. Source: InMobi
  6. 6. 2|Mobile  Devices  Are  Used  Throughout  The  Day  Source: InMobi
  7. 7. 3|Mobile  Content  Consump?on  Source: InMobi
  8. 8. 4|Comfort  with  Mobile  Adver?sing  Source: InMobi
  9. 9. 5|  Mobile  Impacts  Consumer  Behavior  Source: InMobi
  10. 10. |  Challenges  and  Changes       FROM THIS…. ….TO THIS
  11. 11. |  Mobile + Social Has Changed the Way we Communicate     Tradi8onal   channels  are   under  increasing   pressure   Source: OnlyInfographic, August 2010
  12. 12. We re  witnessing  a  paradigm  shi@  in  how  marketers   and  consumers   relate  
  13. 13. People  now  process  more  than  3000  adver8sing  messages  a  day  -­‐  we  need  to    earn  their  aFen8on   Image: Createsimona
  14. 14. It s  no  longer  about  just  shou8ng  at  consumers  
  15. 15. It s  about  rela8onships  based  on  trust,  respect  and  integrity   Image: Denise Lamby
  16. 16. You  need  to  enable  a  dialogue  Because…   Image: Roon & Becks
  17. 17. …  rela8onships   are  all  about   conversa8ons  Image: Arlo Bates
  18. 18. We  need  to  recognize  and  accept  the  principle…  
  19. 19. We MUSTAsk forPermissionFirst Source: Flickr, Yes South London
  20. 20. Most people are happy to give their permission Source: Alcatel-Lucent Market Advantage, October 2009
  21. 21. Put  People  at     the  Centre  and       in  Control  Source: Flickr, richardscalza
  22. 22. What  is  Op?sm?  
  23. 23. Optism is about CONVERSATIONAL marketing Traditional point engagement Optism – Continual engagement Campaign XEngagement Engagement Campaign 3 Campaign 2 Campaign X Campaign 1 Campaign 1 Campaign 2 Occasional touch points Fragmented engagement High interactivity through Dialogue Low interactivity Re-engage with audience from previous campaigns
  24. 24. Mobile  Permission  Marke8ng  Genera8ng  opt-­‐ins   24  All  Rights  Reserved  ©  Alcatel-­‐Lucent  2010  -­‐  EXTERNAL  
  25. 25. | Permission Marketing •  It’s not new • It is proven • It does work
  26. 26. Mobily  offers  their  customers  the  opportunity  to  opt-­‐in  to  receive  relevant  brand  communica?ons  on  their  mobile   26  
  27. 27. …and  ask  them  to  share  theire  interests  along  the  way   Demographics   Interests   Loca?on   Response  &  Interac?on   27  
  28. 28. 28  
  29. 29. 29  
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  40. 40. 40  
  41. 41. Rich  Dialogue  Engage  consumers  with  rich  impackul  interac?ve  dialogue   41  
  42. 42. Welcome  to  the  street  where   Op8sm  is   delivering  originality  lives  and  athletes,  musicians,  skaters  and  more  come  together  to  show  their  style.    Do  you  want  an  invita?on?  1=Yes    2=No     Celebrate  YOUR  originality   visit  the  adidas  store  at   Response   rate:     35  %  
  43. 43. Campaign  Results  where   Welcome  to  the  street   Auto  Parts  Ltd  presents  a  new     originality  lives  and  athletes,   era  in  SUV,  the  new  Nissan   musicians,  skaters  and  more   Patrol.  For  more  info,  what  do     come  together  to  show  their   you  look  for  in  a  SUV?     style.   1=Safety    20%  of  recipients  requested  to  find  out     2=Performance    more  informa?on  aan  invita?on?   Do  you  want   bout  the  Nissan  Patrol   3=Comfort       1=Yes     4=Features   Reply  for  free  64%  of  females  selected  Safety  compared  to  only  43%  of  males    Males  were  x3  more  interested  in  performance  than  their  female  counterparts    
  44. 44. However, always…
  45. 45. The goal isn’t just getting 10Million people to say YES……it is having1 Million people Engaged
  46. 46. Campaigns Consumers Engagement
  47. 47. Campaigns Consumers Engagement
  48. 48. Preferences  require   Preferences  require   constant  fine  tuning  to   o   constant  fine  tuning  t remain  relevant   remain  relevant  Image: Marcus Penna
  49. 49. Profile EnrichmentYou  said  you  are  interested  in  Sports.  Are  you  into?    1=Football     Profile  Update    >  SMS  2=Rugby     Increasing  the  value  of  the  media  3=Motorsport    4=Cycling  5=Running   Lateral  updates  
  50. 50. Profile EnrichmentYou  said  you  are  interested  in  Sports.  Are  you  also  interested   Profile  Update    >  SMS  in?     Increasing  the  value  of  the  media  1=Travel      2=Fashion     Ver?cal  updates  3=Business  
  51. 51. Through  a  simple   and  effec8ve     booking  tool  •  An  intui?ve  and  powerful  one-­‐ stop  campaign  booking  and   crea8on  tool  •  Detailed  targe?ng  capabili?es   including  gender,  age,  loca?on   and  interests  •  Schedule  and  reserve  campaigns   and  inventory  at  the  click  of  a   buoon      
  52. 52. Insights  &  Repor8ng   The  Results     • Industry-­‐leading  response  rates   • Only  pay  for  communica?ons  that   are  delivered   • See  how  people  interacted   • Measure  responses  and  click-­‐ throughs   52  
  53. 53. Repor8ng   The  Learnings     • Understand  your  audiences  with   MNO Member   Campaign   Messaging   deep  insight  &  analy?cs.   reports reports reports • Learning  how  different   Media   Individual   Automated   demographics  engaged  with  your   Campaign   Campaign   campaign  via  the  choices  they  Sales  House reports PDF  reports made.   DetailedReports • Tailor  your  next  ad  based  upon   Available  through   Booking  tool available  at   the  learnings  for  even  more   campaign  end. relevant  communica?ons,  long   Emailed  to  pre-­‐ configured  list  of   term  conversa?ons,  leading  to   users. higher  engagement.    
  54. 54. | The  Digital  Space  is  Evolving….Are  You  ?   §  No.  of  iPhones  sold  per  minute   exceeds  the  no.  of  Babies  born   per  minute.   §  In  2011  no.  of  Smartphones  sold   exceeded  the  no.  of  PCs  sold.   §  In  a  few  years  no.  Mobile  devices   will  dwarf  the  no.  of  Pcs.  Source: Business Insider March 2012
  55. 55. Visit  NumuMul?Media.com  For  more  informa?on  on  Mobile  Marke?ng   Opportuni?es  

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