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

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

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
2

Business as usual

3

The business of engagement

4

Engagement through conversations lead to long term relationships
Consumers’
Consumers’ Engagement
Engagement
Permission Mobile Marketing model
Traditional model

Dialogue Dialogue Dialogue Dialogue Dialogue
Campaign Campaign 1 2 … 23 24
#1 #2 Year X
Year X

On-going conversation
• Occasional touch points
• Fragmented engagement
• Low interactivity • High interactivity through Dialogue
• Re-engage with audience from previous campaigns

Adapted from: mobileSQUARED
5

It starts with the
Opt-In

Source: Flickr, Yes South London

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)

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

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

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

2,300,000 Opted-in since launch

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

9

Keep it relevant

10

adidas Case Study
Welcome to the street
where originality lives and
athletes, musicians, skaters
and more come together to •Driving footfall to new flagship store
show their style.

Do you want an invitation? •Targeted to Sports and Fashion lovers
1=Yes 2=No

•Sent just one day before the weekend

•Leveraging Rich Dialogue format
•Completely free to reply

11

Campaign Results
Welcome to the street
where originality lives and
athletes, musicians, skaters
35% of recipients requested an invite to
and more come together to
the new adidas Originals store
show their style.

15-24syou want an invitation? more
Do
were on average 98%
1=Yes
responsive than over 30 year olds Celebrate YOUR originality
visit the adidas store at
Citystars, phase 2, 4th floor.
Females Were 23% more responsive
than their male counterparts

12

Welcome to the street where Celebrate YOUR originality
Campaign Results
originality lives and athletes, visit the adidas store at
musicians, skaters and more Citystars, phase 2, 4th floor.
come together to show their
Hurry up and claim one of
Ran out style.of free gifts to provide to
our limited quantity adidas
customers you want an invitation?
Do Originals gifts upon
1=Yes presenting this message to
our store staff.

Alternatively, go online to

13

Demonstrate Value

14

British Council Case Study
Would you like a great
opportunity to study in the UK
and win an iPad2 and other
• Drive registrations for UK Education
great prizes at the same time? exhibition in Nigeria

1= Win! 2= Learn More • Targeted to Males and Females ages 15-45
Reply for free
• Leveraging Text Dialogue format

• Completely free to reply

15

Campaign Results
Pre-Register Online for
Education UK Exhibition 2012
and stand a chance to win an
39% responded to the campaign iPad2 and more! Click here
http://trnsfr.me/iXXXXXXXXX
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

16

Visa Case Study
Did you know that using your
VISA Debit card at any store • Encourage use of Visa debit card while
gives you a chance to win
shopping
prizes up to 150,000LE?
Reply free of charge
•Targeted to Arabic speaking users
1=Yes Over 25
2=No

• Sent just before the Weekend

• Text Dialogue was used for the campaign
format

17

Make sure to use your VISA Using VISA Debit card at any
Debit card this weekend for all store gives you a chance to
your purchases for a chance to win prizes! To get one contact
win prizes! your bank now!
visamiddleeast.com visamiddleeast.com

Reply Reply
1 2

18

Response Rate / Hour Based on Relevance

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
19

Interests Drive Responses

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
20

Formula for consistent response rates

• 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


Thank You
www.optism.com

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