mca 2013 - qustodian - john roberts

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  • Qustodian UK Ltd

    Delivering 50%+ Response Rates with Genuine Mobile Engagement Marketing

    John Roberts

    Co-Founder, Qustodian

    Mobile Convention


    May 2013

  • Qustodian UK Ltd

    Whats going on? Engagement Marketing Case studies Insights and Actions

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    64% smartphone ownership Mobile Ad Spend 526m 148% (10% digital / 3% total) Search 365m 164% Display 150m 121% Other 11m Classifieds, SMS etc)

    Ad formats: 0.9%

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    All problems of internet banners

    on an even smaller screen!

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    Interrupts me when

    communicating with friends

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    Interrupts my interaction, if I even notice it

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    Interrupts my game to

    promote er another game

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    Using a personal communication

    channel, because they can

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    you [can no longer] buy attention, you have to earn it" David Jones, Havas CEO

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    We should be building great things that dont exist. Being negative is not how we make progress. Larry Page

  • Technology only succeeds when it meets fundamental human needs

    Life enabling

    Life simplifying


    Alan Moore, SMLXL

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  • Engagement Marketing is a very broad term, and purposefully so. At its heart, is the insight

    that human beings are highly social animals, and have an innate need to communicate and

    interact. Therefore, any engagement marketing initiative must allow for two-way flows of

    information and communication. We believe, people embrace what they create. And why is

    this important? Because in advanced economies the values of society and the individual change.

    At the heart of this is the key issue around identity and belonging. We have always had

    community. Pre- industrialization, we were tied to our communities by geography, tradition, the

    state and birthright. External forces shaped our identity. However, in a post-modern world we

    can have many selves, as we undertake a quest for self identity. This is described as

    Psychological Self-Determination the ability to exert control over the most important aspects of

    ones life, especially personal identity, which has become the source of meaning and purpose in

    a life no longer dictated by geography or tradition.[14] The Community Generation, shun

    traditional organizations in favour of unmediated relationship to the things they care about. The

    Community Generation, seek and expect direct participation and influence. They possess the

    skills to lead, confer and discuss. These people are not watching television and have grown up

    in a world of search and two-way flows of communication. Going further Engagement

    Marketing is premised upon: transparency - interactivity - immediacy - facilitation -

    engagement - co-creation - collaboration - experience and trust, these words define the

    migration from mass media to social media. The explosion of: Myspace, YouTube, Second Life

    and other MMORPG's, Citizen Journalism, Wicki's and Swicki's, TV formats like Pop Idol, or

    Jamies School Dinners, Blogs, social search, The Guinness Visitor Centre in Dublin or the Eden

    project in Cornwall UK, mobile games like Superstable or Twins, or, new business platforms

    like all demonstrate a new socio-economic model, where engagement sits at

    the epicentre Alan Moore

  • Engagement Marketing is the process of involving consumers in the co-creation of brand experiences

  • E = M2C

    (Engagement = Mobile Marketing *


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    Conversation Conferring - Opinionating

    Community - Belonging - Festivals

    Commerce - Trading

    Creating - Craftsmanship


  • How apply to advertising? 1. Want to look?

    2.Want to interact?

    Value exchange







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    M2C + 127mins =

  • Yoad /jd/ 1. n. a file in database storing a persons profile information

    and consumer lifestyle preferences for use by marketers and

    advertisers to determine whether to send a highly targeted commercial

    communication to that person (normally to their mobile telephone); 2. v.

    to send an advert to a persons mobile phone [orig. unkn.]

  • Qustodian UK Ltd

    Qustodian Engagement Marketing

    Entertaining advertorial content

    that makes & saves you money.

    personalised and controlled by you

  • Qustodian UK Ltd

    User Controlled

    Select Preferences Select Favourite / Least Favourite Brands Direct Responses

    + Social Intelligence Analytics

  • Qustodian UK Ltd

    250,000 users

    50% invited by friends

    27% daily active usage


    Clients Agencies Users

    Qustodian Case Studies

  • Qustodian UK Ltd

    Qustodian Campaign

    Universal Pictures - Savages

  • Qustodian UK Ltd

    56% engagement rate

    19.5% CTR to official sites

    88% to official sites

    Rest to Facebook and Twitter

    12% CTR to exhibitor sites

    Universal Pictures Results

  • Qustodian UK Ltd

    Qustodian Campaign


  • Qustodian UK Ltd

    LOreal Results

    46% readership rate

    46% volunteered names & addresses for sample

    Post Campaign Research:

    97% want to hear more from LOreal

    97% want to try other skincare brands

    82% of non-respondents want to try other skincare brands

  • Qustodian UK Ltd

    Qustodian Campaign

    KLM - Message 1, Destination & voting

  • Qustodian UK Ltd

    Qustodian Campaign

    KLM - Message 2, semi-personalised v. generic

  • Qustodian UK Ltd

    Message 1 (segmented by category)

    61% Read rate + 60.4% voted

    Message 2a (Generic, segmented by category)

    61% read rate + 4% click thru to KLM

    Message 2b (Micro-segmented based on vote)

    82% read rate + 89% click thru to KLM

    KLM Results

  • Do you feel lucky?


    To Do List

    2. Think about

    3. Read stuff Engagement Marketing Primer from Jan 13 by Tomi Ahonen at :

    4. Build TRUST not Control

  • "Mobile telecom is inventing solutions that seem like magic" - Tomi Ahonen


    John @ @johnmroberts