http://www.pontisblog.com Enhancing digital marketing in the Telco space Mon, 22 Sep 2008 10:50:05 +0000 http://backend.userland.com/rss092 en Service providers are talking up careful targeting and personalisation while brands are still preoccupied by scale and reach. Should there be a difference between targeting and personalisation of operators’ services – voice, data and content – from third party promotions? BKI Media doesn’t think so, despite the apparent chasm between ... http://www.pontisblog.com/2008/09/22/volume-vs-personalisation-what-works/ This is the third and final post in a series of three where we revealed how we went about impacting prepaid behavior in our work with one of the largest prepaid operators in the world. The following are the main behavior indicators we take into account when building a synchronized set ... http://www.pontisblog.com/2008/09/08/building-a-synchronized-set-of-prepaid-offers/ 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 ... http://www.pontisblog.com/2008/08/11/how-do-we-impact-prepaid-behavior/ 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 ... http://www.pontisblog.com/2008/08/03/impacting-prepaid-behavior-to-increase-revenues/ 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 ... http://www.pontisblog.com/2008/07/07/the-power-of-personalized-multi-step-marketing/ 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 ... http://www.pontisblog.com/2008/06/23/mobile-marketing-tremendous-potential-for-growth/ According to the Washington Post’s Advertising Still Annoying, Text The Best Format, “most types of mobile advertising are still annoying to a sufficient amount of people to engender caution”, which is based on the latest report by Forrester. In a similar survey commissioned by Pontis, “70% of mobile phone ... http://www.pontisblog.com/2008/04/16/all-communication-to-mobile-users-should-be-personalized/ Gaming can be a hugely powerful marketing tool for mobile service providers, but so far it has been used with mixed success. BKI Media believes there is a lot of confused thinking on the subject and here looks at who got it right, who got it wrong and lessons learned. ... http://www.pontisblog.com/2008/03/16/gaming-is-new-ball-game-for-operators/ Notice how everything today is happening at an accelerated pace? That’s how your customers want to get what they need from you – ASAP. That means tighter delivery cycles and the ability to provide a multitude of different deliverables through numerous channels. Which in plain English means being able to ... http://www.pontisblog.com/2008/01/09/the-impact-of-real-time-promotions-in-digital-service-offerings/ 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 ... http://www.pontisblog.com/2007/12/11/long-tail-short-head-unprecedented-cross-selling/