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Blog Details for "Better Marketing Center"
Better Marketing CenterBetter Marketing CenterThe Better Marketing Center is about sharing practical knowledge, our expertise and best practice tactics related to targeted and contextual marketing in the Telco space. 
Articles
SFR Gets Personal with Pontis Platform
2009-02-16 19:28:00 SFR is a Vodafone subsidiary, and the second largest mobile operator in France. It is also a major player in the French economy, with 10,000 staff, 18.8 million subscribers and revenues in excess of ?9 billion (£8.1 billion). The company prides itself on its innovative approach and places a strong emphasis on developing new services ... More About: Personal , Platform
How Do We Impact Prepaid Behavior?
2008-08-11 13:20:00 In our first post on impacting prepaid behavior we demonstrated how we increased usage within a “mid?ARPU” prepaid segment, using a multi-stage marketing program.What is the strategic impact we achieved? First let us take a look at the before and after status of each phenomenon and then we will explain how we did it. As we ... More About: Behavior , Prepaid
Impacting Prepaid Behavior To Increase Revenues
2008-08-03 12:17:00 The big race to retain customers and maintain their level of usage has proven to be extremely challenging in the prepaid sector. Generic characteristics of this service, lack of users? data and minimal differentiation bring marketing challenges to new heights. This post is about the best way to overcome these obstacles and go about impacting subscriber ... More About: Behavior , Prepaid
The Power Of Personalized Multi Step Marketing
2008-07-07 21:35:00 The traditional mass-marketing ?one-size-fits-all? approach is no longer sustainable in today?s competitive environment. Services and bundles of products being offered leave a lot to be desired when it comes to customization and personalization. This lack of flexibility is the main reason why many of the messages and promotions delivered fail to convert a user to ... More About: Marketing , Power , Multi , Step
Mobile Marketing: Tremendous Potential For Growth
2008-06-23 14:30:00 The Washington Post has featured a report, Mobile Marketing Crowd Says Improvements Must Be Made For Growth To Happen showing how much the industry wants to embrace mobile marketing: A survey conducted at the Mobile Marketing Association’s Mobile Marketing Forum this week in New ...
Long Tail, Short Head: unprecedented cross-selling
2007-12-11 20:21:00 Everyone talks about The Long Tail, but what is it, where did it come from and how does it apply to digital marketing? The phrase was coined by Chris Anderson, editor-in-chief of Wired in an article published in that magazine in October 2004. It made a huge impression immediately and Mr Anderson subsequently expanded his ... More About: Selling , Cross , Head , Short
The Secret To Selecting Products For Promotions
2007-12-03 18:20:00 There are so many considerations to take into account when selecting products for promotions. If you leave out external factors such as special events, business goals, wallet share or customer propensity to buy, selecting the right product may be driven by many product related considerations. What we want to share with you in this post ... More About: Products , The Secret , Secret , Promotions
Digital Services Best Practice: Happy Hour Promotion Case Study
2007-11-27 19:14:00 A long-distance provider decided to make his Philippines customers really happy right in time for New Year’s. He went to all the trouble of setting up a Happy Hour special rate during January so that more of his customers would be inclined to call home on this special occasion and speak longer. Those of you ... More About: Services , Study , Promotion , Practice
Digital Services Best Practice: Happy Hour Promotions
2007-11-18 20:31:00 Expanding users’ tastes and influencing consumption habits are one of the challenges of digital marketers. Happy Hour promotions are one of the more interesting marketing practices that can help digital marketers achieve their goals. We think we have it down to a science at this point and today we?re going to share some of ... More About: Services , Practice , Promotions
The Right Way To Deploy BOGO in Digital Marketing
2007-11-11 20:16:00 As tempting as it might be to use Buy One Get One (BOGO) offers to influence user spending, you want to be careful to keep just the right balance at all times. Having reviewed some of the key differences between using the BOGO paradigm in the brick-and-mortar world and in the online marketing world, some ... More About: Marketing , Digital
Marketing digital services within the ?Buy One Get One? paradigm
2007-11-04 20:02:00 The Buy/Get or BOGO (Buy One Get One) offering is a common retail promotion practice. The BOGO model encourages the customer to buy one or a few items and get special terms on other items, e.g. discounted or free other items, loyalty points, eligibility for preferential terms in other promotions, etc. This model is also ... More About: Marketing , Services , Digital
Amdocs Survey: Users Over 30 Expect Tailored Experience
2007-10-30 18:34:00 A new survey by Amdocs ,Amdocs Survey Finds Digital Content Not Just For Kids, indicates that users of all ages are “ready, willing and able” to shop through their mobile, but that users over 30 expect a tailored experience. Amdocs, the market leader in customer experience systems innovation, has just released the full results of its ... More About: Experience , Expect , Users , Erie
Automating the operator?s marketing offer management process
2007-10-21 17:08:00 We just featured an interview with the Senior Marketing Director of Pontis, called Automatic For The People. Here is the full article: The Pontis Integrated Marketing System is a comprehensive system for the definition, execution and analysis of targeted marketing offers, and it is gaining some traction with mobile operators around the world. David Murphy caught ... More About: Management , Operator , Process , The O
Making Marketing Sense From Convergence (White Paper)
2007-10-18 13:54:00 ?Making Marketing Sense From Convergence ? is a White Paper by Emma Mohr-McClune of Current Analysis, demonstrating how marketing delivery platforms enable operators to deliver converged offers before they actually converge their networks. This gives marketers the ability to implement contextual and personalised marketing to micro-segments in a converging services landscape. Marketing delivery platforms are ...
Multiplay services - can they deliver?
2007-10-09 11:48:00 Everyone is under the impression that the shift to multi-play services is going to solve operators’ problems but that isn’t really the case. According to some recent data from Pyramid Research, triple-play bundles may not help telcos. Yes, multi-play services have made things more competitive for everyone involved, but there is still a lot to say about how ... More About: Services , Liver , Deli
Telco 2.0 Delivers What Users Want
2007-10-01 20:32:00 TelcomTV: The vast majority of Telco revenue is in voice and messaging. Most of mobile operators? profits are in the latter. Yet Telco 2.0 research shows that current voice and messaging products leave a large gap between what the user wants and what’s on offer, and confidence in the industry about what to do about ... More About: Users , Telco , Liver , Deli
IPTV Watch: Research into IPTV video viewing habits
2007-09-17 11:50:00 There is a lot of talk these days about who’s watching what where, IPTV Watch is trying to make sense of it all (see below) but the bottom line remains the same - consumers don’t really care about all the technology that goes on behind the scenes. When they sit down to watch TV they ... More About: Video , Research , Habits , Viewing
IPTV puts Telco?s on TV
2007-09-17 08:15:00 To begin with, Europe?s large telecom operators embraced IPTV to defend their broadband and voice revenues from cable operators moving to triple play and rival broadband providers. Now they also have to find ways to combat free-to-air digital terrestrial TV (DTT) and well established pay TV, such as Sky. More About: Telco
Using social networks to increase SMS usage
2007-09-17 08:11:00 Much has been said about the power of word of mouth marketing. The following example makes good use of this marketing tactic to increase traffic and revenues from messaging services. A cellular provider sent an SMS to a small group of subscribers with a very high quantity of different destinations they sent messages to. The SMS ... More About: Social , Social Networks , Networks , Usage
The Connection Between SMS Rate Updates and Changes In Usage
2007-09-05 22:18:00 Once you have determined the Optimal Price for Messaging Services in order for your promotion to succeed you need to take your customers? perception of the new state of affairs into account at every stage of the game. In this post we?ll be talking about other issues influencing a promotion beyond the rate itself, such ... More About: Connection , Updates , Usage , Rate , Ween
Finding The Optimal Price for Messaging Services
2007-08-20 20:05:00 Most operators think that the current price they are using for SMS is right on the money but that can be misleading. We believe that pinpointing the optimal price can push usage beyond its normal growth rate and generate serious revenue over time. Finding the optimal price for SMS mainly involves checking the effectiveness of ... More About: Services , Price , The O , Mess
New survey reveals that mobile users don?t like receiving marketing spam fr
2007-08-08 15:58:00 We commissioned a survey to see how people felt about the way voice and data services were being marketed to them. Obviously because we wanted to highlight the value of Marketing Delivery Platforms that enable planning and deploying offers in a much more sophisticated yet simplified manner. Well the reaction was quite overwhelming, even going ... More About: Mobile , Spam , Survey , Users
The Art of Motivating Customers
2007-08-01 12:05:00 In a previous post I explained the value of engaging your customers in a comprehensive cycle of interaction instead of setting up one-time interactions that don?t produce the same kind of results. I know what you?re thinking. Why invest in a multi step campaign when you can just do a wham-bang campaign each time? Because ... More About: Customers , The Art
Think ?Long-Term Relationship? For More Value
2007-08-01 11:59:00 Every day, people are looking for new opportunities to satisfy their needs in a more gratifying manner. They want more options, more personalized services, and also want to feel like they?re getting a great deal. Just when you thought you could kick back and relax things keep escalating to new levels. Some recent projects we?ve ... More About: Relationship , Long , Term
IPTV puts Telco?s on TV
2007-07-27 12:06:00 To begin with, Europe?s large telecom operators embraced IPTV to defend their broadband and voice revenues from cable operators moving to triple play and rival broadband providers. Now they also have to find ways to combat free-to-air digital terrestrial TV (DTT) and well established pay TV, such as Sky. More About: Telco
Getting Personal With Your Gamers
2007-07-24 08:52:00 We are living in special times. Users are getting more sophisticated with each passing day and it?s clear that we can no longer approach them with outdated ?One Fits All? marketing tactics. The results speak for themselves. Users simply don?t react to generic campaigns. But there is more to this than meets the eye. By ... More About: Personal , Gamers , Sona , With You
Why voice remains centre stage in cleverly crafted bundles
2007-07-16 10:04:00 In fixed, converged and mobile services, voice remains the killer application and cleverly crafted voice minute bundles are one of the biggest weapons in any service provider?s armory. They can be used by service providers for a variety of purposes, from reducing churn to acting as an incentive to take other services, from increasing the ... More About: Voice , Stage , Centre , VOIC , Bundle
Prepaid Incentives That Really Work
2007-07-10 08:52:00 In a previous post we talked about the importance of the prepaid user segment for mobile operators and described some of our field learned tactics on how this segment should be treated. Implemented correctly, the suggested tactics require minimal effort, from an operational perspective, and make the whole process of retaining prepaid customers more efficient ... More About: Work , Prepaid , Incentives , Ally , Prep
Prepay But Stay
2007-07-09 16:53:00 Today I?d like to talk to you about retaining and increasing the lifetime value (LTV) of prepaid users, one of the restructuring forces of the communications service provision market. First some background. Prep aid in the mobile sector has been a popular method of payment in Western Europe and emerging markets. Over the last few years ... More About: Stay |
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