MMA - Christine Van Dillen

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MMA - Christine Van Dillen

  1. 1. Profiling advertising: is it worth the money and the risk? 1
  2. 2. 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”
  3. 3. What is the Value? Source: MMA 2009 Source: MMA 2009 3
  4. 4. What is the opportunity for growth? Source: MMA 2009
  5. 5. What is the opportunity for growth?
  6. 6. Why do Marketers invest in Mobile? Delivering the right MESSAGE: • To the right PERSON • At the right TIME • In the right PLACE
  7. 7. 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
  8. 8. Do marketers care about Location? Benefits to the Advertiser • Collection of demographic information • Campaign targeting • Local Search • Point-of-Sale Marketing
  9. 9. 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
  10. 10. Mitigating the Risks Respect the Consumer
  11. 11. Mitigating the Risks Benefits to the Consumer • Offsets the price of the valuable services • More targeted advertising = fewer, more relevant advertisements
  12. 12. How the 6 C’s apply to Location Based Advertising Choice
  13. 13. How the 6 C’s apply to Location Based Advertising Choice Control
  14. 14. How the 6 C’s apply to Location Based Advertising Choice Control Customization
  15. 15. How the 6 C’s apply to Location Based Advertising Choice Control Customization Consideration
  16. 16. How the 6 C’s apply to Location Based Advertising Choice Control Constraint Customization Consideration
  17. 17. How the 6 C’s apply to Location Based Advertising Choice Confidentiality Control Constraint Customization Consideration
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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”
  22. 22. THANK YOU 22

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