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Vodacom's mobile media landscape

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Charlene Davidoff from Vodacom visited World Wide Creative to present on advertising opportunities at South Africa's biggest mobile operator. This presentation is part of World Wide Creative's ongoing Think Tank Thursday sessions - a weekly forum for digital marketing experts to present to the WWC studio team.

Veröffentlicht in: Technologie, Business
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Vodacom's mobile media landscape

  1. 1. 5. The Vodacom Mobile Media Landscape<br />
  2. 2. The mobile phone has become central to ‘YOU’ <br />An extension of personality<br />
  3. 3. Our challenge is to reach out & speak to consumers as individuals <br />
  4. 4. Create a dialogue <br />Allow consumers to respond<br />Always be relevant<br />
  5. 5. So how can Vodacom Mobile Media help? <br />
  6. 6. We know the rules!<br /><ul><li>Consumer Protection Act
  7. 7. Direct Marketing
  8. 8. WASPA Code of Conduct
  9. 9. ASA
  10. 10. Protection of Information Act</li></li></ul><li>We’re the biggest local player<br />
  11. 11. We have a strategic approach to mobile<br />
  12. 12. We deliver the 5 R’s <br /><ul><li>Reach
  13. 13. Relevance
  14. 14. Response
  15. 15. Rewards
  16. 16. Reporting</li></li></ul><li>Our products acknowledge <br />privacypermissionpreference <br />
  17. 17. Our product<br />Right to refuse direct marketing <br />
  18. 18. Please Call Me<br />
  19. 19. What is it ?<br />Sender sends a free Please Call Me sms to recipient<br />Your text ad with optional call to action is tagged tothis message<br />
  20. 20. Who can you target through Please Call Me?<br />67.6%<br />25.8%<br />2.6%<br />4%<br />Age<br />19-29<br />30-44<br />45-59<br />Other<br />Home Language<br />
  21. 21. What’s possible with Please Call Me?<br />
  22. 22. PromoCaller<br />
  23. 23. Who can you target with Promo caller ?<br />Your Database<br />By filters:<br />demographics, location, handset, language, Mobile Operating system, employment status, marital status, children<br />PromoCaller<br />OurOpt-inusers <br />
  24. 24. What is it ?<br /><ul><li>an automated voice service that makespre-recorded outbound calls
  25. 25. use voice artist/celeb
  26. 26. English/Afrikaans/ vernacular
  27. 27. to any mobile user on any mobile networkin SA</li></ul>Click to play<br />
  28. 28. What’s possible with Promo Caller?<br />
  29. 29. AdMe<br />Permission–based marketing<br />
  30. 30. And you can enter into dialogue if you target our Vodacom Adme opt-in database <br /><ul><li>it allows you to only send messages only to users who have opted in to receive them
  31. 31. it enables intelligent profiling, so your database is not just a list of names and numbers
  32. 32. you can personalize the messages you send, whether through text or images
  33. 33. recipients can respond directly to you
  34. 34. ongoing dialogue with them will help you build their preference profile
  35. 35. if you get this right, over time you can build a community</li></li></ul><li>LSM<br />Age<br />Location<br />Gender<br />Home Language<br />Handsetoperating system<br />Marital Status<br />Handsetmanufacturer<br />Select from the following filters to reach your target market<br />
  36. 36. SMS/MMS dialogue options<br />
  37. 37. Campaign types<br />Text Push<br />Create awareness with160 characters and a call-to-action<br />
  38. 38. Campaign types<br />Text Dialogue<br />Engage your customers with interactive messaging at no cost to them*<br />*Terms and Conditions apply <br />
  39. 39. Campaign types<br />Rich Push<br />Make an impact with a full screen image and up to 500 characters (MMS)<br />
  40. 40. Campaign types<br />Rich Dialogue<br />Send a follow up MMS that engages the user beyond text<br />
  41. 41. Value for the marketer<br /><ul><li>Engagement levels
  42. 42. Leads generated
  43. 43. Conversion rates</li></ul>These are the key attributes that make mobile unique & different to traditional media<br />
  44. 44. Vodafone live!<br />Mobile internet<br />
  45. 45. Who can you target with Vlive?<br />
  46. 46. What is it ?<br /><ul><li>A content portal
  47. 47. Exclusive to Vodacom customers
  48. 48. Entertainment
  49. 49. Travel & Location
  50. 50. My Services
  51. 51. Sport
  52. 52. Mobile fun
  53. 53. News & Weather
  54. 54. Home & Search Mobile</li></li></ul><li>What’s possible with Vlive?<br />
  55. 55. Zoopy<br />
  56. 56. Who can you target through Zoopy?<br />
  57. 57. What is it and what’s possible?<br />Features international and local entertainment, news & sport <br />The new Zoopy is a mobile video tabloid <br />
  58. 58. Zoopy - Demographics<br />
  59. 59. What’s possible with Zoopy?<br />Your text ad with optional call to action is tagged to this message<br />
  60. 60. What can we dofor you?<br />
  61. 61. Thank you<br />Name Surname<br />mobileadvertising@vodacom.co.zawww.vomocom.mewww.vodacommobilemedia.co.zaxxxxx<br />EmailMobiWebPhone <br />

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