Optism Permission Mobile Marketing Who Owns The Customer CommunicAsia 2012

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Avtansh Sharma, Commercial Director Media Monetization, Optism, Alcatel-Lucent APAC & AfricaMobile Advertising presentation from Communicasia 2012: Who Owns the Customer? Where Privacy Meets People. Avtansh examines the following questions. Is collecting personal information beneficial for both brand and consumer? Is too much data being held without the consumer being aware? Each player in the ecosystem has a relationship with the consumer - but who really owns the customer? A look best practices for obtaining user consent, preference and privacy management.

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Optism Permission Mobile Marketing Who Owns The Customer CommunicAsia 2012

  1. 1. Permission Mobile MarketingWho owns the Customer?Avtansh SharmaJune 20, 2012All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  2. 2. Mobile Advertising…as it is 2All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  3. 3. Most Mobile CampaignsAre Built On Sand
  4. 4. Advertising on my phone?No Thanks.
  5. 5. My Phone Is MyPersonal Space
  6. 6. Traditional Advertising MethodsDon’t Work In Mobile
  7. 7. Unrequested AdvertisingWill Lead People To Leave
  8. 8. So… What to do? 8All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  9. 9. Power to the people • Permission • Privacy • Preferences Empowerment leads to engagement and trust 9 Image by PictFactory on flickr.com
  10. 10. Why? 10All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  11. 11. Because that’s what consumers told us… 76% Very important to ask their permission before sending mobile ads Wanted control of their profile to address privacy 78% concerns Felt that ads should be interest and preference 74% based Were more likely to make purchases of preferred 63% brands through the service 54% Would opt-in to a mobile advertising service Source: Alcatel-Lucent Market Advantage Research, October 2009, All Rights Reserved © Alcatel-Lucent 2010 - INTERNAL
  12. 12. Segment > Research Interest in receiving Text Alerts from Marketers Which subscriber segment do we (US, 2010) target? Advertisers find younger people harder to reach 18-34 Advertisers find older people harder to engage 35-44 with Younger people are more open to the idea of 45-54 mobile advertising Older people demand more value and relevancy 55+ from mobile advertising Total Female Male (eMarketer,/Harris Interactive - 07/2010, 1729 subscribers) 12 All Rights Reserved © Alcatel-Lucent 2010 - INTERNAL
  13. 13. But How? 13All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  14. 14. 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 14 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  15. 15. It starts with the Opt-In Source: Flickr, Yes South LondonAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  16. 16. Once we have Permission we need to build Profiles and PreferencesAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  17. 17. Preferences require constant fine tuning to remain relevant Image: Marcus PennaAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  18. 18. So What? If we do… 18All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  19. 19. 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 19 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  20. 20. However Keep it Relevant 20All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  21. 21. 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 21All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  22. 22. 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 22 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  23. 23. Nike Case StudyWant expert help from theNike Store to take your run tothe next level? •Encourage footfall to the Dubai Festival1=Yes City Nike store2=No •Targeted to Males, Females, English and Arabic users • Rich Dialogue was used for the campaign format 23
  24. 24. Campaign Results Want expert help from the Nike Store to take your run to•15% of message recipients responded the next level?overall 1=Yes 2=No Find the right Nike shoe for• 20% of Arabic speaking females your running style. Visit theresponded to the campaigns Nike Store, Dubai Festival City, for free gait analysis. Simply show this message to our staff• Young people (under 18s and 18s – when you visit.24s) were most responsive to the campaigns 24
  25. 25. Sprite Case StudySprite Triple Slam comingsoon. What skills will you bebringing? •Drive traffic to the Sprite Triple Slam1=Basketball Facebook page2=Dance3=Music •Targeted to Males, Females, ages 15 – 35, interested in Entertainment, Sports • Text Dialogue was used for the campaign format 25
  26. 26. Campaign Results Grab the mic and wow the Want expert help from the Nike Store to take your run to judges this year. Click below to•22% of message recipients responded the next level? LIKE us on Facebookoverall 1=Yes http://tmsfr.me/iXXXXXXXXXX 2=No• 18% click-thru to Sprite’s Facebook page•26 – 35 year olds were most responsive tothe campaigns 26
  27. 27. How do we do it atoptism 27All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
  28. 28. Commercial Model ALU Optism• A Full-Service solution• Light Integration – remotely hosted – connecting with your existing technology• Go To Market Support – to ensure maximum success• Quick launch in 3 months of sign off – generate revenue immediately after deployment• Major Media Buying agreements – Network of local Media Sellers• Major Industry Relationships with WPP & MMA• Revenue Share model 28
  29. 29. Optism increases engagement through 360 campaigns From advertising to checkout From CPM to CPA Checkout at Get relevant Report & Create point of sale ad Analyze promotions Consumers Brands & retailers Redeem Interact & Support Target & coupon Get coupon interaction & Distribute redemption
  30. 30. The Way ForwardRespect and carefully manage consumer’spermission, preferences and privacy:• not just in YOUR engagement withconsumers• but across the entire marketKey to build ROI and Scale in Mobile6 Image by Thomas Hawk on flickr.com
  31. 31. Thank Youwww.optism.comFollow us on:Twitterwww.twitter.com/optismFacebookwww.facebook.com/optismAll Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL

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