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Numu Multimedia Optism permission mobile marketing
The document discusses how mobile technology has changed media consumption and consumer behavior, presenting data showing how people now use their mobile devices and engage with mobile content throughout the day. It also outlines challenges faced by traditional channels and the need for permission-based marketing through engaging conversations in order to build trust and relationships with consumers.
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Numu Multimedia Optism permission mobile marketing
- 1. Engaging Your Audience With Mobily Deals
- 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. 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. 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
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- 6. 2|Mobile Devices Are Used Throughout The Day Source: InMobi
- 7. 3|Mobile Content Consump?on Source: InMobi
- 8. 4|Comfort with Mobile Adver?sing Source: InMobi
- 9. 5| Mobile Impacts Consumer Behavior Source: InMobi
- 10. | Challenges and Changes FROM THIS…. ….TO THIS
- 11. | Mobile +Social Has Changed the Way we Communicate Tradi8onal channels are under increasing pressure Source: OnlyInfographic, August 2010
- 12. We re witnessing a paradigm shi@ in how marketers and consumers relate
- 13. People now process more than 3000 adver8sing messages a day -‐ we need to earn their aFen8on Image: Createsimona
- 14. It s no longer about just shou8ng at consumers
- 15. It s about rela8onships based on trust, respect and integrity Image: Denise Lamby
- 16. You need to enable a dialogue Because… Image: Roon & Becks
- 17. … rela8onships are all about conversa8ons Image: Arlo Bates
- 18. We need to recognize and accept the principle…
- 19. We MUST Ask for Permission First Source: Flickr, Yes South London
- 20. Most people arehappy to give their permission Source: Alcatel-Lucent Market Advantage, October 2009
- 21. Put People at the Centre and in Control Source: Flickr, richardscalza
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- 23. Optism is aboutCONVERSATIONAL marketing Traditional point engagement Optism – Continual engagement Campaign X Engagement 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. Mobile Permission Marke8ng Genera8ng opt-‐ins 24 All Rights Reserved © Alcatel-‐Lucent 2010 -‐ EXTERNAL
- 25. | Permission Marketing • It’s not new • It is proven • It does work
- 26. Mobily offers their customers the opportunity to opt-‐in to receive relevant brand communica?ons on their mobile 26
- 27. …and ask them to share theire interests along the way Demographics Interests Loca?on Response & Interac?on 27
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- 41. Rich Dialogue Engage consumers with rich impackul interac?ve dialogue 41
- 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. 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
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- 45. The goal isn’tjust getting 10 Million people to say YES… …it is having 1 Million people Engaged
- 46. Campaigns Consumers Engagement
- 47. Campaigns Consumers Engagement
- 48. Preferences require Preferences require constant fine tuning to o constant fine tuning t remain relevant remain relevant Image: Marcus Penna
- 49. Profile Enrichment You 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. Profile Enrichment You 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. 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. 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. 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. | 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. Visit NumuMul?Media.com For more informa?on on Mobile Marke?ng Opportuni?es