Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

5principles

493 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

5principles

  1. 1. Vodacom Mobile Advertising Some advice from an early mover CMO Forum, Mobile World Congress, Barcelona 11 February 2008 Rick Joubert, Executive Head, Vodacom www.on-the-line.co.za
  2. 2. Principle 1 <ul><li>Focus & Invest </li></ul><ul><li>New business NOT new product </li></ul><ul><li>Get top management buy-in/support </li></ul><ul><li>Get insider to lead it initially but staff with media/advertising people </li></ul><ul><li>Leverage Mobile Advertising news “story” and invest heavily in MA launch </li></ul>
  3. 3. Principle 2 <ul><li>Take DIRECT responsibility for revenue </li></ul><ul><li>Sales Houses focused on Mobile ONLY </li></ul><ul><li>Ensure production ecosystem in place (mobi sites, content development) – remove barriers to entry </li></ul><ul><li>“ Educate” brand managers directly in early stages // do not assume advertising agencies will do so </li></ul><ul><li>Target “leader brands” as early as possible </li></ul>
  4. 4. Principle 3 <ul><li>Align value chain incentives to traditional media incentives </li></ul><ul><li>Ensure Advertising & Media Agencies are not dis-intermediated i.e. Mobile Media margin % should be no worse than traditional media </li></ul><ul><li>Measure ROI against expectations as often as possible (working with agencies) </li></ul><ul><li>Integrate into existing media/advertising industry value chain </li></ul>
  5. 5. Principle 4 <ul><li>Create end-user value </li></ul><ul><li>Encourage inclusion of strong end-user value creation in campaigns as often as possible </li></ul><ul><li>Customer value built in to advertising channel </li></ul><ul><li>Free Please Call Me messages </li></ul><ul><li>Free ad sponsored content </li></ul><ul><li>Free on-net web SMS </li></ul><ul><li>Free on-portal browsing </li></ul><ul><li>+AdMe: Incentives for opt-in (push) </li></ul><ul><li>The GRID (free mobile LBS blogging / IM service) </li></ul>
  6. 6. Principle 5 <ul><li>Create ubiquitous mobile media </li></ul><ul><li>Mobile Internet and rich media enable only a fraction of “eye ball” aggregation (at the moment) </li></ul><ul><li>Look for opportunities to integrate advertising in broader mobile use areas (Text & voice) </li></ul><ul><li>Media business mindset, NOT Telco product extension </li></ul>
  7. 7. Thank You

×