mma - christine van dillen
TRANSCRIPT
![Page 1: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/1.jpg)
Profiling advertising: is it worth the money and the risk?and the risk?
1
![Page 2: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/2.jpg)
Value of Profiling
• Value of the Mobile Marketing Market
• How Marketers want to use location
• What are they willing to pay for it
• What are examples?
Mitigating the Risks of Profiling
• Rule # 1: Respecting the Consumer
• Positive Consumer Experience using the “6 C’s”
![Page 3: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/3.jpg)
What is the Value?
3
Source: MMA 2009Source: MMA 2009
![Page 4: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/4.jpg)
What is the opportunity for growth?
Source: MMA 2009
![Page 5: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/5.jpg)
What is the opportunity for growth?
![Page 6: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/6.jpg)
Why do Marketers invest in Mobile?
Delivering the right MESSAGE:
• To the right PERSON
• At the right TIME
• In the right PLACE
![Page 7: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/7.jpg)
Mobile marketing campaigns(mean number of campaigns among respondents with at
least one campaign involving mobile marketing in the last year)
Mobile marketing campaigns(mean number of campaigns among respondents with at
least one campaign involving mobile marketing in the last year)
Where are Marketers currently spending money?
Source: MMA 2009
![Page 8: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/8.jpg)
Benefits to the Advertiser
• Collection of demographic information
• Campaign targeting
Do marketers care about Location?
• Local Search
• Point-of-Sale Marketing
![Page 9: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/9.jpg)
What are marketers willing to pay?
Demographic information $- More accuracy than other mediums
Campaign targeting $$- More accuracy than other mediums- Location can lead to info on: Weather, Speed, etc. - Location can lead to info on: Weather, Speed, etc. - Predictive targeting
Local Search $$$- Likely to drive consumers to store
Point-of-Sale Marketing $$$$- High value consumers
![Page 10: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/10.jpg)
Mitigating the Risks
Respect the Consumer
![Page 11: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/11.jpg)
Benefits to the Consumer
• Offsets the price of the valuable
services
• More targeted advertising = fewer,
Mitigating the Risks
• More targeted advertising = fewer,
more relevant advertisements
![Page 12: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/12.jpg)
Choice
How the 6 C’s apply to Location Based Advertising
![Page 13: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/13.jpg)
Choice
Control
How the 6 C’s apply to Location Based Advertising
![Page 14: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/14.jpg)
Choice
Control
How the 6 C’s apply to Location Based Advertising
Customization
![Page 15: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/15.jpg)
Choice
Control
How the 6 C’s apply to Location Based Advertising
Customization
Consideration
![Page 16: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/16.jpg)
Choice
Control
How the 6 C’s apply to Location Based Advertising
Customization
Consideration
Constraint
![Page 17: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/17.jpg)
Choice
Control
Confidentiality
How the 6 C’s apply to Location Based Advertising
Customization
Consideration
Constraint
![Page 18: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/18.jpg)
Business Model:
Cost per Click, Cost per Call
Information to Advertiser:
Quantity per Location
Example # 1: Sponsored Listing in Local Search
My Location:
* Pizza ParlorJoe’s PizzaRay’s PizzaSam’s Pizza
1115 S. Broadw
6 C’s
![Page 19: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/19.jpg)
Example # 2: In Store Promotion
50%Off
All Ladies’Clothing
Today only
Business Model: Fixed Fee,
Revenue Sharing,
Information to Advertiser:
Unique ID of Consumer
Time of engagementTime of engagement
Store Location,
6 C’s
![Page 20: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/20.jpg)
Example # 3: Application Sponsorship
Business Model:
CPM, CPA, Flat Fee,
Information to Advertiser:
Subscriber Information
Location Information over time
Text Message:1/1
Burritofiestais having a 2for 1 burritoday!
Location Information over time
6 C’s
![Page 21: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/21.jpg)
Value of Profiling
• Value of the Mobile Marketing Market
• How Marketers want to use location
• What are they willing to pay for it
Mitigating the Risks of Profiling
Don’t forget
Mitigating the Risks of Profiling
• Rule # 1: Respecting the Consumer
• Positive Consumer Experience using the “6 C’s”
![Page 22: MMA - Christine Van Dillen](https://reader036.vdocument.in/reader036/viewer/2022062418/55654b89d8b42a902d8b4fac/html5/thumbnails/22.jpg)
THANK YOU
22