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Mobile Marketing Association Thomas Labarthe Vice President of Mobile Advertising Alcatel-Lucent The New Landscape: How Permission Powers Brand Engagement
Mobile Marketing Association
Thomas Labarthe
Vice President of Mobile Advertising
Alcatel-Lucent
The New Landscape: How Permission Powers Brand Engagement
Mobile Marketing Association
Mobile + Social Has Changed the Way we Communicate
Source: OnlyInfographic, August 2010
Mobile Marketing Association
People are Still the Same
Source: Flickr, Hayes Valley Farm
Mobile Marketing Association
You Need to Earn their Attention
Source: Flickr, Ame Otoko
Mobile Marketing Association
Not Interrupt their Experience
Source: Flickr, wdworden
Mobile Marketing Association
Put People at the Center and
in Control
Source: Flickr, richardscalza
Mobile Marketing Association
Ask for Permission First
Source: Flickr, Yes South London
Mobile Marketing Association
Source: Flickr, TheBlackFin
Mobile Marketing Association
Source: Ocean Knoll Attitudes
Mobile Marketing Association
Once You Have Earned Trust, You can Go Beyond
Source: Flickr, Resclassic2
Mobile Marketing Association
Inspire Conversations with Your Audience
Source: oursistersjourneys.com
Mobile Marketing Association
Messaging is the Enabler for Discussions
Source for Image: Flickr, andymilonakis098
About 90% of all text messages are read within 3 minutes of their delivery – and over 99% of all text messages are read by the recipient.
Source for Stat: from Conversational Advertising; A report from mobileSquared,
Mobile Marketing Association
But Don’t Stop There, Keep Telling Your Audience a Story
Mobile Marketing Association
Build Long Term Relationships
Mobile Marketing Association
It Works
The new VW Touareg has been unleashed by Universal Motors, do you want to know more? 1= Yes 2= No
Reply for free
Volkswagen Case Study
•Raise Awareness of new Volkswagen Touareg
•Targeted to people interested in Cars
•Included instant Call to Action via phone
•Leveraging Dialogue format
•Completely Free to Reply
Welcome to the street where originality lives and athletes, musicians, skaters and more come together to show their style.
Do you want an invitation? 1=Yes
Campaign Results
30% of recipients responded to the
campaign
35-50s and over 50s were most
responsive
90% of respondents wanted more
information
Males and Females were equally
responsive
The redesign of the VW Touareg comes with optimised engines, new interior, faster, lighter and easier to handle call Universal Motors on 0302243434 for inquiry.
Mobile Marketing Association
We can Move Beyond Impressions
Source: Flickr, DanaBC
Mobile Marketing Association
To Measurable Actions
Source: Flickr, Creative Tools
Mobile Marketing Association
That Drive ROI and Scale in Mobile
Image by Thomas Hawk on flickr.com
