Jason Probert

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Privacy, Permission & Preference The new P’s of marketingJason Probert – Mobile Media Mindblast 2011

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In the good old days:

$ = 4P

Image: Transiently permanent

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and Promotion meant a 30” television commercial

Image: Transiently permanentImage: James Vaughan

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1978-79“All in the Family”

AR: 30.5Image: britannica.com

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1988-89“The Cosby Show”

AR: 25.3

Image: britannica.com

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1998-99“ER”

AR: 17.8

Image: NBC

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2008-09“Desperate Housewifes”

AR: 10.9

Image: ABC

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That’s a lot of people who aren’t watching 30” spots on TV anymore…

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…and even those watching TV legally are skipping the ads

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It’s not only TV advertising that’s feeling the pain

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In 2009 advertisers in the UK spent more online than on TV

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We’re witnessing a

paradigm shift in how brands and consumers relate

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People now process more than 3000 advertising messages a day - we need to

earn their attention

Image: Createsimona

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Relationships are all about conversations

Image: Arlo Bates

It’s no longer about shouting at consumers

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It’s about relationships based on trust

Image: Denise Lamby

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…respect and integrity

Image: Matthew Crowley

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Relationships are all about conversations

Image: Arlo Bates

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Relationships are all about conversations

Image: Arlo Bates

And you know how most people have conversations

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Mobile media has vast reach

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Source: Orange UK study 2007

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Barriers holding back the mobile Internet are coming down

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Q4 2010:Smartphone shipments overtake PC

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Source : Morgan Stanley Research 2011

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Q4 2010:

Mobile internet grew 800% faster than on PC

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Source: Nielson Online

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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

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Mobile becomes Internet’s primary access point by 2014 !

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Source : Morgan Stanley Research 2011

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In South Africa, it already is!

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Source:Vital Wave Consulting, Jan-2009

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In fact, mobile has greater reach in SA than any other medium

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More than 1 billion Please Call Me messages are delivered each month

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More than 1 billion Please Call Me adverts are delivered each month

…and more than 2 million people visit VLIVE every day

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P3

= Permission + Privacy + Preference

Image: Enovember

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Permission

Image: Fried Toast

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Most people are happy to give their permission

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Source: Alcatel-Lucent Market Advantage Research,

October 2009

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…and it’s not always crucial to reward them

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* R12 airtime or R5 000 competition

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Privacy

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10 years ago – we worried about anonymity

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Today we worry about surveillance

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Privacy scares make great headlines

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…and consumers

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We need to recognise and accept the principle

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Preference

Image: Steve Garfield

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The data increasingly defines us… and new business models

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Behaviour(Clickstream)

Geo-location(IP address, Inferred)

Demographics(Registration)

Mobile(Behaviour and Apps)

Shopping(Research/Transactions)

Search Interests(Keywords)

Campaign Response(View/Click)

Social Connections(Observed)

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We need to understand customer motivations,

needs & incentives

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Preferences require constant fine tuning to remain relevant

Image: Marcus Penna

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Permission marketing is taking off internationally

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Enable dialogue

Image: Roon & Becks

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Response is free

Image: Ppchern

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Build profile and preferences over time

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How do you kill a dinosaur?

Image: Brand Matt

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You don’t – evolution does

Image: Moving Pictures

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Conversation is the new model and the phone is central to that

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In a more complex world:

$ = 4P + p3

Image: Curious Spider

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Thank you

Jason Probert

jason.probert@vodacom.co.za@vomoblogwww.vomo.co.zawww.vodacom.co.za/mobile media