PODCAST PART 2: Brazil Youths Reveal WHAT Mobile Marketing They Want & How They Want It » mobilegroove

In brief: What do Brazilian millennials want from mobile marketing? We wrap up this two-part virtual roundtable with three digital natives with a deep-dive into the brands, approaches and incentives that excite them most.

All attention is riveted on Brazil as the industry gathers there for the Mobile Marketing Association MMA Forum event that kicks off today in Sao Paulo with a special pre-event education session for mobile operators sponsored by the Optism team at Alcatel-Lucent. Optism has also posted a valuable Brazil primer that includes an insider’s guide to mobile marketing in Brazil (via mobithinking.com) from Federico Pisani Massamormile, global chairman and interim CEO of the Mobile Marketing Association (MMA) and CEO of the Brazilian mobile aggregator Hanzo.

According to the MMA, Brazil is poised for explosive growth in mobile marketing. In fact, brands and agencies plan to allocate anywhere between 10 and 50 percent of their budget toward mobile marketing campaigns this year.

Knowing how Brazilian millennials really think and feel about mobile marketing is key to delivering effective marketing messages. For this reason, I have organized a two-part virtual roundtable with three Brazilian digital natives:  Gustavo Machado (23), Liliane Pereira(23) and Ingrid Oliveira (23). You can hear part 1 of this popular podcast here.

To identify these millennials I tapped the resources of the Market Advantage Youth Lab, an innovative primary research program managed by Alcatel-Lucent. Its ongoing and global research looks to understand how users (teens to adults) around the world experience marketing across all the screens they use (mobile phones, televisions, computers). I developed the questions, conducted the interview and look forward to working with the researchers as I organize virtual roundtables around the world. (The U.S. is next in the series, so stay tuned.)

PODCAST WITH BRAZILIAN MILLENNIALS

Today we conclude the series by drilling down into the details of what millennials want and – more importantly – how they prefer to interact with brands on their fiercely personal mobile devices. We also ask what incentives would motivate them to continue the conversation.

Among the highlights:

LEAD USER INTEREST: My personal favorite, must-read business book, Democratizing Innovation, suggests that exciting ideas emerge (benefiting us and the companies that deliver our goods and services) when we have a say in the innovation process. It also outlines how brands/companies can encourage us to contribute our good ideas. Imagine my surprise to learn that these millennials need no coaxing. On the contrary, they want to have a say in their products and services. Put another way, being able to provide input is a powerful incentive to accepting permission marketing messages (!). As Ingrid put it: “Yes, [it's important] for me as well, especially if you have the opportunity to give some input before or if it’s some sort of poll that while they’re still developing something.” Gustavo is also convinced. “We would have a more customized product that more people would like.”

SPECIAL OFFERS: Getting offers from the brands we love is also an incentive to receive advertising. Ingrid recently responded to a marketing message that offered her a good deal. In her view this approach was effective. “I think it reached everyone’s interest – mine, having interest in products that I like, and their [brand] interests of getting more people to buy.”

CONTROL: All three millennials agreed the best marketing approach is one that delivers what they want and gives them the freedom to turn it off. As Gustavo put it: “If I start disliking the brand, for example, I would like to stop receiving the ads, and I would like to do it in an easy way because some services are very difficult to cancel, and that’s really troubling.” Ingrid is even more adamant. “For me, this is fundamental because if I feel I’m being pushed to something, then it’s not going to be effective and if I’m interested in it at the same time, I will want to continue with it.”

TALK TO ME: Predictably, the digital youths I interviewed are into technology. Some of the brands they want to hear more from include HP, Nokia and Apple. They also wouldn’t mind hearing more from their mobile operators and receiving information about prices and plans that fit their lifestyle and mobile use.

MY TAKE

In this podcast I went to the source t find out what digital youth wants and expects from their mobile marketing messages. The upshot: the interviewees want mobile marketing that puts them in complete control. Specifically, they want messages from the brands they like. These messages should be relevant and related to what they think is important. Some good news and good advice: it’s not about free stuff. Interviewees want exclusive information, a say in their products and mobile coupons and offers. In other words, companies can create effective incentives without giving stuff away. A message to mobile operators: get better at marketing your services and get more mileage out of the “close customer relationship” you already have with us. The interviewees would welcome information about prices and plans that fit their mobility lifestyle. What a great way to start the conversation!

Next in the series: a virtual roundtable with three American millennials.

LISTEN TO THE PODCAST HERE. [12:38]

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Disclaimer: Optism is an MSG client and supporter.

This entry was posted on Wednesday, September 1st, 2010 at 2:52 pm and is filed under Briefing Rooms, Featured, Millennial Round Table, Mobile Marketing, Mobile Research, Optism, Podcasts. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.