Optism Alcatel-Lucent Thomas Labarthe presents "The New Mobile Landscape: How Permission Powers Brand Engagement. Thomas discusses how to achieve success in mobile campaigns using trust, relevance, permission and respect.

1. The New Landscape: How Permission
Powers Brand Engagement
Thomas Labarthe
Vice President of Mobile
Advertising
Alcatel-Lucent
Mobile Marketing Association

2. Mobile + Social Has Changed the Way we
Communicate
Source: OnlyInfographic, August 2010
Mobile Marketing Association

3. People are Still the Same
Source: Flickr, Hayes Valley Farm
Mobile Marketing Association

4. You Need to Earn their Attention
Source: Flickr, Ame Otoko
Mobile Marketing Association

5. Not Interrupt their Experience
Source: Flickr, wdworden
Mobile Marketing Association

6. Put People at
the Center and
in Control
Source: Flickr, richardscalza
Mobile Marketing Association

7. Ask for Permission First
Source: Flickr, Yes South London
Mobile Marketing Association

8. Source: Flickr, TheBlackFin
Mobile Marketing Association

9. Source: Ocean Knoll Attitudes
Mobile Marketing Association

10. Once You Have Earned Trust, You can Go Beyond
Source: Flickr, Resclassic2
Mobile Marketing Association

11. Inspire Conversations with Your Audience
Source: oursistersjourneys.com
Mobile Marketing Association

12. Messaging is the Enabler for Discussions
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 Image: Flickr, andymilonakis098
Source for Stat: from Conversational Advertising; A report from mobileSquared,
Mobile Marketing Association

13. But Don’t Stop There, Keep Telling Your
Audience a Story
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14. Build Long Term Relationships
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15. It Works
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16. Volkswagen Case Study
The new VW Touareg has
been unleashed by Universal
Motors, do you want to know
more?
•Raise Awareness of new Volkswagen
1= Yes 2= No Touareg
Reply for free
•Targeted to people interested in Cars
•Included instant Call to Action via phone
•Leveraging Dialogue format
•Completely Free to Reply

17. Campaign Results
Welcome to the street where The redesign of the VW
originality lives and athletes, Touareg comes with optimised
30% musicians, skaters and more to the
of recipients responded engines, new interior, faster,
come together to show their
campaign lighter and easier to handle
style. call Universal Motors on
0302243434 for inquiry.
35-50syou wantover 50s were most
Do and an invitation?
1=Yes
responsive
90% of respondents wanted more
information
Males and Females were equally
responsive

18. We can Move Beyond Impressions
Source: Flickr, DanaBC
Mobile Marketing Association

19. To Measurable Actions
Source: Flickr, Creative Tools
Mobile Marketing Association

20. That Drive ROI and Scale in Mobile
Image by Thomas Hawk on flickr.com
Mobile Marketing Association

21. thank you
www.optism.com
Mobile Marketing Association