This document discusses the changing landscape of marketing and advertising as new technologies have emerged. It notes that traditional TV advertising is becoming less effective as viewership declines and people skip commercials. Mobile internet and smartphones are growing rapidly and becoming the primary access point for internet usage. This represents a shift to more targeted and personalized advertising delivered through mobile devices. The new principles of marketing are described as the 3 P's: permission, privacy and preference. Marketers need to focus on building trusted relationships with consumers by respecting their preferences and consent regarding data collection and targeted advertising. Two-way conversations between brands and individuals are becoming more important than one-way broadcast advertising.

1. Privacy, Permission & Preference The new P’s of marketing Jason Probert – Mobile Media Mindblast 2011

2. In the good old days:$ = 4P Image: Transiently permanent

3. and Promotion meant a 30” television commercial Image: Transiently permanent Image: James Vaughan

4. 1978-79“All in the Family”AR: 30.5 Image: britannica.com

5. 1988-89“The Cosby Show”AR: 25.3 Image: britannica.com

6. 1998-99“ER”AR: 17.8 Image: NBC

7. 2008-09“Desperate Housewifes”AR: 10.9 Image: ABC

8. That’s a lot of people who aren’t watching 30” spots on TV anymore…

9. …and even those watching TV legally are skipping the ads

10. It’s not only TV advertising that’s feeling the pain

12. In 2009 advertisers in the UK spent more online than on TV

13. We’re witnessing a paradigm shift in how brands and consumers relate 13

14. People now process more than 3000 advertising messages a day - we need toearn their attention Image: Createsimona

15. Relationships are all about conversations It’s no longer about shouting at consumers Image: Arlo Bates

16. It’s about relationships based on trust Image: Denise Lamby

17. …respect and integrity Image: Matthew Crowley

18. Relationships are all about conversations Image: Arlo Bates

19. Relationships are all about conversations And you know how most people have conversations Image: Arlo Bates

20. Mobile media has vast reach

21. 6/3/2011 21 Source: Orange UK study 2007

22. Barriers holding back the mobile Internet are coming down 6/3/2011 22

23. Q4 2010:Smartphone shipments overtake PC 6/3/2011 23 Source : Morgan Stanley Research 2011

24. Q4 2010: Mobile internet grew 800% faster than on PC 6/3/2011 24 Source: Nielson Online

25. Mobile has been over-hyped, but now “We can make more money in mobile than we do in the desktop eventually… and the reason is the mobile computer is more targeted. Think about it: you carry your phone, and your phone knows all about you… we can do a very, very targeted ad. Over time we will make more money from mobile advertising… not now, but over time.” Eric Schmidt, CEO, Google

26. Mobile becomes Internet’s primary access point by 2014 ! 6/3/2011 26 Source : Morgan Stanley Research 2011

27. In South Africa, it already is! 6/3/2011 27 Source:Vital Wave Consulting, Jan-2009

28. In fact, mobile has greater reach in SA than any other medium 6/3/2011 28

29. More than 1 billion Please Call Me messages are delivered each month

30. …and more than 2 million people visit VLIVE every day More than 1 billion Please Call Me adverts are delivered each month

31. P3= Permission + Privacy + Preference Image: Enovember

32. Permission Image: Fried Toast

33. Most people are happy to give their permission 6/3/2011 33 Source: Alcatel-Lucent Market Advantage Research, October 2009

34. …and it’s not always crucial to reward them 6/3/2011 34 * R12 airtime or R5 000 competition

35. Privacy

36. 10 years ago – we worried about anonymity 6/3/2011 36

37. Today we worry about surveillance 6/3/2011 37

38. Privacy scares make great headlines 6/3/2011 38

39. …and consumers 6/3/2011 39

40. We need to recognise and accept the principle 6/3/2011 40

41. Preference Image: Steve Garfield

42. The data increasingly defines us… and new business models 6/3/2011 42 Behaviour (Clickstream) Shopping (Research/Transactions) Geo-location (IP address, Inferred) Search Interests (Keywords) Demographics (Registration) Campaign Response (View/Click) Mobile (Behaviour and Apps) Social Connections (Observed)

43. We need to understand customer motivations, needs & incentives 6/3/2011 43

44. Preferences require constant fine tuning to remain relevant Image: Marcus Penna

45. Permission marketing is taking off internationally

46. 6/3/2011 46

47. 6/3/2011 47

48. 6/3/2011 48

49. Image: Kelly Melissa

50. Enable dialogue Image: Roon & Becks

51. Response is free Image: Ppchern

52. Build profile and preferences over time

53. How do you kill a dinosaur? Image: Brand Matt

54. You don’t – evolution does Image: Moving Pictures

55. Conversation is the new model and the phone is central to that 03 June 2011 55

56. In a more complex world:$ = 4P + p3 Image: Curious Spider

57. Thank you Jason Probert jason.probert@vodacom.co.za@vomoblogwww.vomo.co.zawww.vodacom.co.za/mobile media