05 May 2010 by
The mobile marketing industry has seen several milestones in the past year. Industry hopes for 2010 include tech-savvy consumers welcoming rich content on mobile, engaging campaigns from a more matured and experienced group of mobile marketers, and eager brands ready to jump on to the mobile marketing bandwagon.
Mobile Marketing in Asia – A Round up:
With roughly one third of the over 4 billion mobile subscribers in the world already coming from Asia, mobile telecommunications is definitely an area that has come of age. It is anticipated that a majority of the next billion users will also come from the region. Continue Reading
30 April 2010 by
The game-changing version transforms mobile marketing for operators, enabling marketers to create and execute closed loop campaigns in 15 minutes.
The new version of Neon delivers a step change in marketing agility and effectiveness, compared to existing marketing systems. With Neon, mobile operators can run closed loop marketing campaigns within minutes, from a single web desktop, without the help of IT specialists.
The entire marketing loop, comprising of behavioural analytics, segmentation, campaign execution, ROI tracking, reward fulfilment and reward confirmation, is automated in real time in a single integrated platform.
With quicker campaign cycles performed by marketers on a single platform, the focus shifts from manual time consuming campaign execution to creative marketing, rapid iterative testing and instant ROI analysis. Knowing what works and what does not quickly gives marketers an opportunity to make iterative improvement in campaigns.
So let’s take a common scenario. A marketer wants to increase the average top-up value of subscribers who usually top up for Rs.50 and have low SMS usage. He can do that with a promotion like “Top up for Rs.100 today and get Rs.50 SMS Pack for free”. But, planning and executing such a campaign is currently a tedious process. It takes days for the marketer to do required data analysis, manually exclude DND lists/enforce privacy policies and then to upload the offers to a gateway for sending them out. It takes another few days to analyse offer responses and fulfill the rewards.
In Neon, the entire closed loop campaign can be done in 15 minutes by a single marketer and the subscriber gets his reward immediately. This completely transforms marketing agility in mobile operators to the point where it is quicker to test a campaign concept than to debate it in a meeting.
This sets a new benchmark as for the first time marketing agility matches the pace of the competitive mobile operator landscape where products and tariffs change every week.
|From ‘Campaign in days’
- Segmentation and targeting is mostly done by statisticians and technology experts. It is a time consuming sophisticated process, which could run to days or weeks depending on the targeting complexity.
- Marketers usually manage exclusions and frequency management manually, further delaying the campaign execution. Any error could lead to customer dissatisfaction too.
- Offer roll out and fulfilment need tight integration between marketing and IT teams. Dependency could delay offer roll out making them irrelevant.
|To ‘Campaign in 15 minutes’
- Introduction of real-time subscriber analytics empowers marketers with instant access to any required behavioural intelligence for real-time segmentation and targeting in minutes.
- Automated DND list management and frequency control mechanisms make life easy for marketers and also increase customer satisfaction.
- With real-time, fully automated marketing tools, marketers can roll out offers (like “Recharge today with Rs 100 and get 50 SMS pack free”), track subscriber responses and recharge action, fulfil rewards and confirm back to subscribers, all in a period of minutes. Marketers need not depend on IT and network teams in rolling out offers and fulfilling rewards. Neon is designed to take care of end to end marketing cycle by itself, integrating with necessary OSS/BSS systems at the back end.
19 February 2010 by
I am sure you have heard the hype about mobile being such an immediate medium. When I talk to marketers about immediacy, they say “yes, mobile is very immediate” without an exception. But it seems more like an abstract concept to marketers than a day to day practice. Continue Reading