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- 1. Privacy, Permission & Preference The new P’s of marketing Jason Probert – Mobile Media Mindblast 2011
- 2. In the good old days:$ = 4P Image: Transiently permanent
- 3. and Promotion meant a 30” television commercial Image: Transiently permanent Image: James Vaughan
- 4. 1978-79“All in the Family”AR: 30.5 Image: britannica.com
- 5. 1988-89“The Cosby Show”AR: 25.3 Image: britannica.com
- 6. 1998-99“ER”AR: 17.8 Image: NBC
- 7. 2008-09“Desperate Housewifes”AR: 10.9 Image: ABC
- 8. That’s a lot of people who aren’t watching 30” spots on TV anymore…
- 9. …and even those watching TV legally are skipping the ads
- 10. It’s not only TV advertising that’s feeling the pain
- 12. In 2009 advertisers in the UK spent more online than on TV
- 13. We’re witnessing a paradigm shift in how brands and consumers relate 13
- 14. People now process more than 3000 advertising messages a day - we need toearn their attention Image: Createsimona
- 15. Relationships are all about conversations It’s no longer about shouting at consumers Image: Arlo Bates
- 16. It’s about relationships based on trust Image: Denise Lamby
- 17. …respect and integrity Image: Matthew Crowley
- 18. Relationships are all about conversations Image: Arlo Bates
- 19. Relationships are all about conversations And you know how most people have conversations Image: Arlo Bates
- 20. Mobile media has vast reach
- 21. 6/3/2011 21 Source: Orange UK study 2007
- 22. Barriers holding back the mobile Internet are coming down 6/3/2011 22
- 23. Q4 2010:Smartphone shipments overtake PC 6/3/2011 23 Source : Morgan Stanley Research 2011
- 24. Q4 2010: Mobile internet grew 800% faster than on PC 6/3/2011 24 Source: Nielson Online
- 25. 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
- 26. Mobile becomes Internet’s primary access point by 2014 ! 6/3/2011 26 Source : Morgan Stanley Research 2011
- 27. In South Africa, it already is! 6/3/2011 27 Source:Vital Wave Consulting, Jan-2009
- 28. In fact, mobile has greater reach in SA than any other medium 6/3/2011 28
- 29. More than 1 billion Please Call Me messages are delivered each month
- 30. …and more than 2 million people visit VLIVE every day More than 1 billion Please Call Me adverts are delivered each month
- 31. P3= Permission + Privacy + Preference Image: Enovember
- 32. Permission Image: Fried Toast
- 33. Most people are happy to give their permission 6/3/2011 33 Source: Alcatel-Lucent Market Advantage Research, October 2009
- 34. …and it’s not always crucial to reward them 6/3/2011 34 * R12 airtime or R5 000 competition
- 35. Privacy
- 36. 10 years ago – we worried about anonymity 6/3/2011 36
- 37. Today we worry about surveillance 6/3/2011 37
- 38. Privacy scares make great headlines 6/3/2011 38
- 39. …and consumers 6/3/2011 39
- 40. We need to recognise and accept the principle 6/3/2011 40
- 41. Preference Image: Steve Garfield
- 42. The data increasingly defines us… and new business models 6/3/2011 42 Behaviour (Clickstream) Shopping (Research/Transactions) Geo-location (IP address, Inferred) Search Interests (Keywords) Demographics (Registration) Campaign Response (View/Click) Mobile (Behaviour and Apps) Social Connections (Observed)
- 43. We need to understand customer motivations, needs & incentives 6/3/2011 43
- 44. Preferences require constant fine tuning to remain relevant Image: Marcus Penna
- 45. Permission marketing is taking off internationally
- 46. 6/3/2011 46
- 47. 6/3/2011 47
- 48. 6/3/2011 48
- 50. Enable dialogue Image: Roon & Becks
- 51. Response is free Image: Ppchern
- 52. Build profile and preferences over time
- 53. How do you kill a dinosaur? Image: Brand Matt
- 54. You don’t – evolution does Image: Moving Pictures
- 55. Conversation is the new model and the phone is central to that 03 June 2011 55
- 56. In a more complex world:$ = 4P + p3 Image: Curious Spider
- 57. Thank you Jason Probert jason.probert@vodacom.co.za@vomoblogwww.vomo.co.zawww.vodacom.co.za/mobile media