Optism Presentation IIR Mobile Marketing Conference - How Permission Mobile Marketing Powers Brand...

How Permission Mobile Marketing Powers Brand Engagement

Javier Maysonet, Director of Business Development, Alcatel-Lucent

March 20, 2012

All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL

Permission mobile marketing defined

2 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL

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

http://www.mmaglobal.com/PermissionBasedMarketingOct2011.pdf

Business as usual


The business of engagement


Engagement through conversations lead to long term relationships

5

Dialogue

1

Year X

Consumers’

Engagement

Dialogue

2

Dialogue

…

Dialogue

23

Dialogue

24

On-going conversation

Consumers’

Engagement

Campaign

#1

Campaign

#2 Year X

• Occasional touch points

• Fragmented engagement

• Low interactivity • High interactivity through Dialogue

• Re-engage with audience from previous campaigns

Traditional model

Adapted from: mobileSQUARED


Permission Mobile Marketing model

Source: Flickr, Yes South London

It starts with the

Opt-In


Once we have Permission we need to build Profiles and Preferences


Preferences require constant fine tuning to remain relevant

Image: Marcus Penna


Creating engaged audiences – the results (EMEA Deployment)

9

14% Opt-in rate based on basic SMS invitation – without reward

50,000 Opted-in within first 10 days of soft launch

30% Average response rate to Dialogue campaigns Maximum 55% to date

1,000,000 Opted-in during a 2 month period


2,300,000 Opted-in since launch

Keep it relevant


11

Welcome to the street

where originality lives and

athletes, musicians, skaters

and more come together to

show their style.

Do you want an invitation?

1=Yes 2=No

adidas Case Study

•Driving footfall to new flagship store

•Targeted to Sports and Fashion lovers

•Sent just one day before the weekend

•Leveraging Rich Dialogue format

•Completely free to reply

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Welcome to the street

where originality lives and

athletes, musicians, skaters

and more come together to

show their style.

Do you want an invitation?

1=Yes Celebrate YOUR originality

visit the adidas store at

Citystars, phase 2, 4th floor.

Campaign Results 35% of recipients requested an invite to

the new adidas Originals store

15-24s were on average 98% more

responsive than over 30 year olds

Females Were 23% more responsive

than their male counterparts

13

Welcome to the street where originality lives and athletes, musicians, skaters and more come together to show their style. Do you want an invitation? 1=Yes

Celebrate YOUR originality

visit the adidas store at

Citystars, phase 2, 4th floor.

Hurry up and claim one of

our limited quantity adidas

Originals gifts upon

presenting this message to

our store staff.

Alternatively, go online to

Campaign Results Ran out of free gifts to provide to

customers

Demonstrate Value


15

Would you like a great opportunity to study in the UK and win an iPad2 and other great prizes at the same time? 1= Win! 2= Learn More Reply for free

British Council Case Study

• Drive registrations for UK Education exhibition in Nigeria

• Targeted to Males and Females ages 15-45

• Leveraging Text Dialogue format

• Completely free to reply


16

Campaign Results 39% responded to the campaign

23% of all respondents wanted to win

prizes

16% of all respondents wanted to learn

more about studying in the UK

22% click-through rate

Males and Females were equally

responsive

Pre-Register Online for Education UK Exhibition 2012 and stand a chance to win an iPad2 and more! Click here http://trnsfr.me/iXXXXXXXXX


17

Did you know that using your VISA Debit card at any store gives you a chance to win prizes up to 150,000LE? Reply free of charge 1=Yes 2=No

Visa Case Study

• Encourage use of Visa debit card while shopping

•Targeted to Arabic speaking users

Over 25 • Sent just before the Weekend

• Text Dialogue was used for the campaign format


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Using VISA Debit card at any store gives you a chance to win prizes! To get one contact your bank now! visamiddleeast.com

Make sure to use your VISA Debit card this weekend for all your purchases for a chance to win prizes! visamiddleeast.com

Reply 1

Reply 2


Response Rate / Hour Based on Relevance

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Insights

• Different behaviour patterns between the Low Spenders & High Spenders • Low Spenders were more active with the campaign across every hour of the day • Time of day matters more for High Spenders


Low Spenders High Spenders

Interests Drive Responses

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Insight

• Higher Response Rates on Business, Culture, Entertainment, Family, Special Offers, Travel • Lowest Response Rates for Cars, Fashion, Sports • New insight for brand on users interested in Music and Technology • The response rates are always consistent with the Low Spenders & High Spenders segmentation

Low Spenders High Spenders


• Foundation of a strong opt-in database is based on trust and transparency

• Constant fine tuning of preferences is critical

• Keep people engaged with things they care about, when they care about it

• Provide value, be useful, campaign wording is everything

Want more insights?

Check out our Behind Closed Doors session 14:15 – 14:45

The Milkman is Back

Mihai Vlad, Head of Insight & Audience Management, Alcatel-Lucent

Formula for consistent response rates


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Optism Presentation IIR Mobile Marketing Conference - How Permission Mobile Marketing Powers Brand...

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Transcript of Optism Presentation IIR Mobile Marketing Conference - How Permission Mobile Marketing Powers Brand...