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© Qustodian UK Ltd
Delivering 50%+ Response Rates with Genuine Mobile Engagement Marketing
John Roberts
Co-Founder, Qustodian
Mobile Convention
Amsterdam
May 2013
© Qustodian UK Ltd
What’s going on? Engagement Marketing Case studies Insights and Actions
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64% smartphone ownership Mobile Ad Spend £526m 148% (10% digital / 3% total) Search £365m 164% Display £150m 121% Other £11m Classifieds, SMS etc)
Ad formats: 0.9%
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All problems of internet banners
on an even smaller screen!
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Interrupts me when
communicating with friends
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Interrupts my interaction, if I even notice it…
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Interrupts my game… to
promote …er… another game
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Using a personal communication
channel, “because they can” …
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“you [can no longer] buy attention, you have to earn it" David Jones, Havas CEO
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“We should be building great things that don’t exist. Being negative is not how we make progress.” Larry Page
“Technology only succeeds when it meets fundamental human needs”
Life enabling
Life simplifying
Navigational
Alan Moore, SMLXL
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“Engagement Marketing is a very broad term, and purposefully so. At its heart, is the insight
that human beings are highly social animals, and have an innate need to communicate and
interact. Therefore, any engagement marketing initiative must allow for two-way flows of
information and communication. We believe, people embrace what they create. And why is
this important? Because in advanced economies the values of society and the individual change.
At the heart of this is the key issue around identity and belonging. We have always had
community. Pre- industrialization, we were tied to our communities by geography, tradition, the
state and birthright. External forces shaped our identity. However, in a post-modern world we
can have many selves, as we undertake a quest for self identity. This is described as
Psychological Self-Determination the ability to exert control over the most important aspects of
ones life, especially personal identity, which has become the source of meaning and purpose in
a life no longer dictated by geography or tradition.[14] The Community Generation, shun
traditional organizations in favour of unmediated relationship to the things they care about. The
Community Generation, seek and expect direct participation and influence. They possess the
skills to lead, confer and discuss. These people are not watching television and have grown up
in a world of search and two-way flows of communication. Going further Engagement
Marketing is premised upon: transparency - interactivity - immediacy - facilitation -
engagement - co-creation - collaboration - experience and trust, these words define the
migration from mass media to social media. The explosion of: Myspace, YouTube, Second Life
and other MMORPG's, Citizen Journalism, Wicki's and Swicki's, TV formats like Pop Idol, or
Jamies School Dinners, Blogs, social search, The Guinness Visitor Centre in Dublin or the Eden
project in Cornwall UK, mobile games like Superstable or Twins, or, new business platforms
like Spreadshirt.com all demonstrate a new socio-economic model, where engagement sits at
the epicentre” Alan Moore
Engagement Marketing is the process of involving consumers in the co-creation of brand experiences
E = M2C
(Engagement = Mobile Marketing *
Communities)
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Conversation – Conferring - ‘Opinionating’
Community - Belonging - Festivals
Commerce - Trading
Creating - Craftsmanship
FUN
How apply to advertising? 1. Want to look?
2.Want to interact?
Value exchange
Data
Permission
Attention
Entertainment
Commerce
Reward
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M2C + 127mins =
Yoad /‘jэυd/ 1. n. a file in database storing a person’s profile information
and consumer lifestyle preferences for use by marketers and
advertisers to determine whether to send a highly targeted commercial
communication to that person (normally to their mobile telephone); 2. v.
to send an advert to a person’s mobile phone [orig. unkn.]
© Qustodian UK Ltd
Qustodian Engagement Marketing
Entertaining ‘advertorial’ content
…that makes & saves you money.
…personalised and controlled by you…
© Qustodian UK Ltd
User Controlled
Select Preferences Select Favourite / Least Favourite Brands Direct Responses
+ Social Intelligence Analytics
© Qustodian UK Ltd
250,000 users
50% invited by friends
27% daily active usage
(DAU)
Clients Agencies Users
Qustodian Case Studies
© Qustodian UK Ltd
Qustodian Campaign
Universal Pictures - Savages
© Qustodian UK Ltd
56% engagement rate
19.5% CTR to official sites
88% to official sites
Rest to Facebook and Twitter
12% CTR to exhibitor sites
Universal Pictures Results
© Qustodian UK Ltd
Qustodian Campaign
L’ORÉAL
© Qustodian UK Ltd
L’Oreal Results
46% readership rate
46% volunteered names & addresses for sample
Post Campaign Research:
97% want to hear more from L’Oreal
97% want to try other skincare brands
82% of non-respondents want to try other skincare brands
© Qustodian UK Ltd
Qustodian Campaign
KLM - Message 1, Destination & voting
© Qustodian UK Ltd
Qustodian Campaign
KLM - Message 2, semi-personalised v. generic
© Qustodian UK Ltd
Message 1 (segmented by category)
61% Read rate + 60.4% voted
Message 2a (Generic, segmented by category)
61% read rate + 4% click thru to KLM
Message 2b (Micro-segmented based on vote)
82% read rate + 89% click thru to KLM
KLM Results
Do you feel lucky?
1. DO SOMETHING…
To Do List
2. Think about…
3. Read stuff… “Engagement Marketing Primer” from Jan 13 by Tomi Ahonen at : http://communities-dominate.blogs.com
4. Build TRUST not Control
"Mobile telecom is inventing solutions that seem like magic" - Tomi Ahonen
Questions?
John @ qustodian.com @johnmroberts
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