How to build an opt in brand proposition that has longevity The New Revenue Growth & Loyalty Story 3 rd October, 2011
How to build an opt in brand
proposition that has longevity
The New Revenue Growth & Loyalty
Story
3rd October, 2011
The global leader in mobile marketing and advertising
1
mCRM
Gaming
mCare and Services
mCommerce
Loyalty Programs
Mobile Marketing
Mobile Advertising
We manage mobile experiences
2
Permission based marketing programs – operators
examples
Surprise & Delight /
Collect points
I-Ticket Promos &
Games
Permission Based
Advertising
Operator invests
Operator invests / customer pays
Operator invests / customer pays
Advertiser invests
Orange Spain ‘Top-up and win’
Vodafone Greece: Loyalty ‘2 for 1 i-Ticket’
T-Mobile USA ‘4G Payday’
Vodafone Portugal
‘Promo 4u’
3
People like promotions and offers
5
Over 70% of consumers surveyed use discounts,
promotions or coupon services like Groupon
Source: Recent study conducted by Velti & DMA, Sept,. 2011
And people want relevance
6
Source: New research by Ipsos Mori and The Logic Group. Johnson, Mark. “11 Customer Loyalty Trends for 2011”, HotelMarketing.com: Nov. 25, 2010
48% of people feel personally relevant deals are
the second most frequently chosen reason for
spending more with a company
Data personalises dialogue and offers
7
Initial Operator Initial Data
During the program data
Campaign Response Preference
Usage behaviour
Purchases Profit
Demographics +
Decision making is mostly emotional
9
Source: Johnson, Mark. “11 Customer Loyalty Trends for 2011”, HotelMarketing.com: Nov. 25, 2010.
70%
30%
Rational
Emotional
Use different engagement techniques for profitable
and rewarding customer dialogues
10
Rational Save Please
Emotional Thank You Surprise &
Delight
Website
SMS
http://lacomunidad.elpais.com/movilesespana/2010/9/26/recarga-y-gana-con-orange PR:
Program WEB Portal
TV Commercial
Orange Spain Rewards Customer Top Up
11
Consumers are social
12
If Facebook was a country Over 70% of it would
be the 3rd biggest country in the World. Bigger than
the USA and just behind India and China
Source: Facebook, Jan 2011
Mobiles are used more for games than social networking
15
Over 60% of people surveyed use their phones for
gaming Vs 49% social networking
Source: Microsoft Tag, March 2011
People care strongly about their hobbies and interests
18
Over 60% of young people would rather
give up sex than music
Source: Marrakesh Records and Human Capital, February 2009
Current 3rd party Offers Information launched on VF Websites
20
Vodafone Greece allows customers to take friends out for
free and uses mobile coupons
43%
37% 35%
27%
Research Purchase direct to bill
Experience enhancers
Purchase via card/bank details
Source: IAB Consumer M-Commerce Study October 2010 Base All UK Mobile Users (1039)
Consumers are starting to purchase via their mobile
phones, including research and direct purchases
21
*Experience Enhancers include coupons, status on purchased items, buying alerts, loyalty schemes and ticketing
CONFIDENTIAL & PROPRIETARY
Argos mobile club makes shopping easier for its 6m+
opted in customers
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47%
42%
33%
32%
29%
26%
25%
11%
11%
7%
out and about
the easiest way of doing it
it provides me with useful info*
spontaneous / impulsive decision
means I don't have to carry so much stuff*
no other online access
experimentation
it's the only way of doing it
knows where you are - more relevant info*
felt like the most secure way
Why did you use your mobile for researching/buying?
Source: IAB Consumer M-Commerce Study October 2010 Base: All respondents who are involved in each area of M Commerce * Indicates this option was only asked of one area of M-Commerce
Easier shopping via mobile is valued by consumers
23
NFC will extend mobile commerce even further in the real world, making
PBM and loyalty programmes even more important
24
Touch to Share Touch to Discover
Touch to Pay Touch to Ticket
25
True customer value and dialogue are the ingredients for
successful a PBM brand
Rewards and
valuable services
Rich Profiling
and relevance
True customer dialogue, not just selling
Connecting with
customer affinities
25
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Please visit our breakout session for more details
and new research results on PBA
Stephen Upstone VP Sales and Business Development