Next Generation Communications Blog

Mobile advertising

Build a Brand Experience that Engages Young Consumers

By Daisy Su, Senior Strategic Marketing Manager, Corporate Marketing, Alcatel-Lucent (@daisysu)

I’ve received a lot of questions from mobile operators, who are asking about mobile data growth and how it’s related to the youth market — meaning consumers from the age of 18 to 25 or sometimes 18 to 22. The mobile operators’ own research shows that the youth segment is valuable — and influences adult segments. The Business Case for Youth section of the Mobile Youth Report also says: “The youth market is worth $1 trillion dollars. Youth drive high-end smartphone markets. Youth have the highest lifetime value of all customers.” As a result, mobile operators around the world are taking notice of young consumers, and some are investing in a new youth brand to attract that segment. 

Build a Brand Experience that Engages Young Consumers

By Daisy Su, Senior Strategic Marketing Manager, Corporate Marketing, Alcatel-Lucent (@daisysu)

I’ve received a lot of questions from mobile operators, who are asking about mobile data growth and how it’s related to the youth market — meaning consumers from the age of 18 to 25 or sometimes 18 to 22. The mobile operators’ own research shows that the youth segment is valuable — and influences adult segments. The Business Case for Youth section of the Mobile Youth Report also says: “The youth market is worth $1 trillion dollars. Youth drive high-end smartphone markets. Youth have the highest lifetime value of all customers.” As a result, mobile operators around the world are taking notice of young consumers, and some are investing in a new youth brand to attract that segment. 

Build a Brand Experience that Engages Young Consumers

By Daisy Su, Senior Strategic Marketing Manager, Corporate Marketing, Alcatel-Lucent (@daisysu)

I’ve received a lot of questions from mobile operators, who are asking about mobile data growth and how it’s related to the youth market — meaning consumers from the age of 18 to 25 or sometimes 18 to 22. The mobile operators’ own research shows that the youth segment is valuable — and influences adult segments. The Business Case for Youth section of the Mobile Youth Report also says: “The youth market is worth $1 trillion dollars. Youth drive high-end smartphone markets. Youth have the highest lifetime value of all customers.” As a result, mobile operators around the world are taking notice of young consumers, and some are investing in a new youth brand to attract that segment. 

Alcatel-Lucent's Optism Solution Scoring Big Wins for Operators and Brands through Targeted, Permission-Based Mobile Advertising


By Beecher Tuttle

The most successful advertisers and brands are always those that evolve alongside technology and adapt their campaigns based on recent consumer trends. Just as advertisers once changed their focus from print to digital platforms, marketing groups are now concentrating their efforts on the mobile market.

The inherent difficulty in mobile marketing is that it has almost become synonymous with spamming, where advertisers blanket mobile phone users with promotions, deals and company news that they simple don't care about. If only advertisers could partner with mobile operators and develop a base of consumers who are interested in connecting and interacting with their brand.

With the Optism Mobile Advertising Solution from Alcatel-Lucent, they can.

Opt-In Mobile Marketing Strategy: 6 Tips for Success

By Susan J. Campbell

As consumers, we are constantly on the go with a mobile device of some kind in our hand providing directions, connection with a colleague or access to the data we need to close the big deal. The same device guides our social lives as we’ve come to rely on smart devices to manage our activities, content and connections. For brands, this provides the perfect opportunity to develop an Opt-In Mobile Marketing Strategy.

A recent blog by Mihai Vlad of Alcatel-Lucent’s Optism unit entitled, Thinking Human: Six Steps for Building a Successful Opt-In Mobile Marketing Strategy, highlights the opportunity that exists with the proliferation of the mobile phone as the must-have device. By developing an Opt-In Mobile Marketing Strategy, mobile operators, marketers and their brands can ask permission before engaging with consumers. In doing so, it provides unprecedented access to the consumer’s attention and the opportunity to build trust.

Permission-Based Mobile Marketing Strategies Hold Value for Advertisers, Operators and Consumers

By Beecher Tuttle

The influx of smartphones, tablets and next-generation networks has created a number of new ways for brands and marketing agencies to reach consumers. Unfortunately, many of today's mobile marketing techniques fail to engage consumers, who often find the advertisements to be bothersome, intrusive and unrelated to their interests.

One innovative and effective way to bridge this gap is a strategy called permission-based mobile marketing, a targeted advertising technique that changes the marketing paradigm by creating a dialogue with consumers, rather than an invasive, one-sided monologue.

The basic premise of permission-based mobile marketing is rather simple: users opt-in and give their consent for brands to send them targeted, preference-based marketing materials for products and services that they are interested in. If executed properly, a permission-based mobile marketing strategy can create value for brands, agencies, consumers and mobile network operators.

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