Jason Probert
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Confidentiality level 3 Privacy, Permission & Preference The new P’s of marketing Jason Probert – Mobile Media Mindblast 2011
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Mobile Media Mindblast presentation
Transcript of Jason Probert
Confidentiality level 3
Privacy, Permission & Preference The new P’s of marketingJason Probert – Mobile Media Mindblast 2011
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In the good old days:
$ = 4P
Image: Transiently permanent
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and Promotion meant a 30” television commercial
Image: Transiently permanentImage: James Vaughan
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1978-79“All in the Family”
AR: 30.5Image: britannica.com
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1988-89“The Cosby Show”
AR: 25.3
Image: britannica.com
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1998-99“ER”
AR: 17.8
Image: NBC
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2008-09“Desperate Housewifes”
AR: 10.9
Image: ABC
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That’s a lot of people who aren’t watching 30” spots on TV anymore…
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…and even those watching TV legally are skipping the ads
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It’s not only TV advertising that’s feeling the pain
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In 2009 advertisers in the UK spent more online than on TV
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We’re witnessing a
paradigm shift in how brands and consumers relate
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People now process more than 3000 advertising messages a day - we need to
earn their attention
Image: Createsimona
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Relationships are all about conversations
Image: Arlo Bates
It’s no longer about shouting at consumers
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It’s about relationships based on trust
Image: Denise Lamby
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…respect and integrity
Image: Matthew Crowley
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Relationships are all about conversations
Image: Arlo Bates
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Relationships are all about conversations
Image: Arlo Bates
And you know how most people have conversations
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Mobile media has vast reach
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Source: Orange UK study 2007
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Barriers holding back the mobile Internet are coming down
6/2/11
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Q4 2010:Smartphone shipments overtake PC
6/2/11
Source : Morgan Stanley Research 2011
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Q4 2010:
Mobile internet grew 800% faster than on PC
6/2/11
Source: Nielson Online
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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
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Mobile becomes Internet’s primary access point by 2014 !
6/2/11
Source : Morgan Stanley Research 2011
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In South Africa, it already is!
6/2/11
Source:Vital Wave Consulting, Jan-2009
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In fact, mobile has greater reach in SA than any other medium
6/2/11
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More than 1 billion Please Call Me messages are delivered each month
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More than 1 billion Please Call Me adverts are delivered each month
…and more than 2 million people visit VLIVE every day
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P3
= Permission + Privacy + Preference
Image: Enovember
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Permission
Image: Fried Toast
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Most people are happy to give their permission
6/2/11
Source: Alcatel-Lucent Market Advantage Research,
October 2009
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…and it’s not always crucial to reward them
6/2/11
* R12 airtime or R5 000 competition
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Privacy
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10 years ago – we worried about anonymity
6/2/11
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Today we worry about surveillance
6/2/11
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Privacy scares make great headlines
6/2/11
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…and consumers
6/2/11
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We need to recognise and accept the principle
6/2/11
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Preference
Image: Steve Garfield
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The data increasingly defines us… and new business models
6/2/11
Behaviour(Clickstream)
Geo-location(IP address, Inferred)
Demographics(Registration)
Mobile(Behaviour and Apps)
Shopping(Research/Transactions)
Search Interests(Keywords)
Campaign Response(View/Click)
Social Connections(Observed)
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We need to understand customer motivations,
needs & incentives
6/2/11
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Preferences require constant fine tuning to remain relevant
Image: Marcus Penna
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Permission marketing is taking off internationally
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Confidentiality level 3Image: Kelly Melissa
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Enable dialogue
Image: Roon & Becks
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Response is free
Image: Ppchern
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Build profile and preferences over time
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How do you kill a dinosaur?
Image: Brand Matt
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You don’t – evolution does
Image: Moving Pictures
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Conversation is the new model and the phone is central to that
7 April 202355
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In a more complex world:
$ = 4P + p3
Image: Curious Spider
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Thank you
Jason Probert
[email protected]@vomoblogwww.vomo.co.zawww.vodacom.co.za/mobile media
