Optism Alcatel Lucent Thomas Labarthe MMA Forum NY 2011

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Optism Alcatel-Lucent Thomas Labarthe presents "The New Mobile Landscape: How Permission Powers Brand Engagement. Thomas discusses how to achieve success in mobile campaigns using trust, relevance, permission and respect.

Business

Mobile + Social Has Changed the Way we
Communicate

Source: OnlyInfographic, August 2010

Mobile Marketing Association

People are Still the Same

Source: Flickr, Hayes Valley Farm

Mobile Marketing Association

You Need to Earn their Attention

Source: Flickr, Ame Otoko

Mobile Marketing Association

Not Interrupt their Experience

Source: Flickr, wdworden

Mobile Marketing Association

Put People at
the Center and
in Control

Source: Flickr, richardscalza

Mobile Marketing Association

Ask for Permission First

Source: Flickr, Yes South London

Mobile Marketing Association

Source: Flickr, TheBlackFin

Mobile Marketing Association

Source: Ocean Knoll Attitudes

Mobile Marketing Association

Once You Have Earned Trust, You can Go Beyond

Source: Flickr, Resclassic2

Mobile Marketing Association

Inspire Conversations with Your Audience

Source: oursistersjourneys.com

Mobile Marketing Association

Messaging is the Enabler for Discussions

About 90% of all
text messages are
read within 3
minutes of their
delivery – and over
99% of all text
messages are read
by the recipient.

Source for Image: Flickr, andymilonakis098
Source for Stat: from Conversational Advertising; A report from mobileSquared,

Mobile Marketing Association

But Don’t Stop There, Keep Telling Your
Audience a Story

Mobile Marketing Association

Build Long Term Relationships

Mobile Marketing Association

Volkswagen Case Study
The new VW Touareg has
been unleashed by Universal
Motors, do you want to know
more?
•Raise Awareness of new Volkswagen
1= Yes 2= No Touareg

Reply for free
•Targeted to people interested in Cars

•Included instant Call to Action via phone

•Leveraging Dialogue format

•Completely Free to Reply

Campaign Results
Welcome to the street where The redesign of the VW
originality lives and athletes, Touareg comes with optimised
30% musicians, skaters and more to the
of recipients responded engines, new interior, faster,
come together to show their
campaign lighter and easier to handle
style. call Universal Motors on
0302243434 for inquiry.
35-50syou wantover 50s were most
Do and an invitation?
1=Yes
responsive

90% of respondents wanted more
information

Males and Females were equally
responsive

We can Move Beyond Impressions

Source: Flickr, DanaBC

Mobile Marketing Association

To Measurable Actions

Source: Flickr, Creative Tools

Mobile Marketing Association

That Drive ROI and Scale in Mobile

Image by Thomas Hawk on flickr.com

Mobile Marketing Association

thank you

www.optism.com

Mobile Marketing Association

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The Future of Permission Marketing: The Customer Owns the Customer presentation by Thomas Labarthe, VP, Mobile Advertising of Optism who outlines the Optism value proposition at the Mobile Marketing Forum. Optism bridges the gap between mobile carriers and advertisers, forming partnerships with mobile operators worldwide, and helps them turn their subscribers into advertising audiences through a fully-hosted, end-to-end solution.

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1. The New Landscape: How Permission Powers Brand Engagement Thomas Labarthe Vice President of Mobile Advertising Alcatel-Lucent Mobile Marketing Association

2. Mobile + Social Has Changed the Way we Communicate Source: OnlyInfographic, August 2010 Mobile Marketing Association

3. People are Still the Same Source: Flickr, Hayes Valley Farm Mobile Marketing Association

4. You Need to Earn their Attention Source: Flickr, Ame Otoko Mobile Marketing Association

5. Not Interrupt their Experience Source: Flickr, wdworden Mobile Marketing Association

6. Put People at the Center and in Control Source: Flickr, richardscalza Mobile Marketing Association

7. Ask for Permission First Source: Flickr, Yes South London Mobile Marketing Association

8. Source: Flickr, TheBlackFin Mobile Marketing Association

9. Source: Ocean Knoll Attitudes Mobile Marketing Association

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13. But Don’t Stop There, Keep Telling Your Audience a Story Mobile Marketing Association

14. Build Long Term Relationships Mobile Marketing Association

15. It Works Mobile Marketing Association

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Optism Alcatel Lucent Thomas Labarthe MMA Forum NY 2011

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