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Somo - Adsmobi seminar june 12 final

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  • Singapore: 3.9MUK: 25MChina: 77MUSA: 97M
  • Singapore: 3.9MUK: 25MChina: 77MUSA: 97M
  • Restaurants
  • 2011: m-commerce jumps seven-fold to US$259M
  • Kindle Fire – yet more new entrants into the market
  • 40% of the mobile web browsing on facebook!Massive opportunity & potential to shift advertising strategy & spend...
  • Mobile important across all - areas of the customer journey Notjust ‘marketing – all areas of business
  • Platform agnosticSite visits doubled during campaign
  • DO NOT CONSIGN MOBILE TO A SILO
  • Test and iterate
  • Transcript of "Somo - Adsmobi seminar june 12 final"

    1. 1. CREATING COMPELLING MOBILE STRATEGIESStewart Hunter | VP Business DevelopmentSingapore, June 12th 2012@somoglobal Confidential. © Somo Ltd. 2012 © Somo Ltd. 2012
    2. 2. AGENDA Defining your approach Positive disruption to consumer journeys Universal truths © Somo Ltd. 2012
    3. 3. WHAT WE OFFERWe’re themobile marketing expertsFull-service, or one service,the choice is yours © Somo Ltd. 2012
    4. 4. WHERE WE ARE LOCATEDWe manage globalactivity for our clients,24 hours a dayOur enterprise solutions areused on 3 continentsLONDON SAN FRANCISCO LOS ANGELES NEW YORK SINGAPORE © Somo Ltd. 2012
    5. 5. DEFINING YOUR APPROACH Confidential. © Somo Ltd. 2012 Confidential. © Somo Ltd. 2012
    6. 6. DEFINING MOBILE STRATEGIES ROI USAGE © Somo Ltd. 2012
    7. 7. DEFINING MOBILE STRATEGIES USAGE © Somo Ltd. 2012
    8. 8. USAGE - SMARTPHONE PENETRATION SG 54% UK 52% USA 42% HK 35% AUS 34% IND 9% CH 8% IN 3%Sources: comScore MobiLens Dec 2011, TomiAhonen Consulting Dec2011 © Somo Ltd. 2012
    9. 9. USAGE - MOBILE WEB ONLY IN 59% IND 44% TH 32% CH 30%Q: Percentage of mobile web users who never or infrequently use the desktop web Source: mobiThinking 2011 © Somo Ltd. 2012
    10. 10. ARE YOU PREPARED? 79% of Google’s largest advertisers do not have a mobile optimised site Source: Google Think Mobile 2011 © Somo Ltd. 2012
    11. 11. DEFINING MOBILE STRATEGIES CONTEXT USAGE © Somo Ltd. 2012
    12. 12. Bored now © Somo Ltd. 2012
    13. 13. Repetitive now © Somo Ltd. 2012
    14. 14. Urgent now © Somo Ltd. 2012
    15. 15. Consume now © Somo Ltd. 2012
    16. 16. CONTEXT - MOBILE IS SOCIAL 22% of mobile subscribers in Japan ever access social network in month via mobile Source: Comscore 2011 © Somo Ltd. 2012
    17. 17. CONTEXT - MOBILE IS LOCATION AWARE 20% of TOTAL queries are location related Source: Google Think Mobile 2011, 2012 © Somo Ltd. 2012
    18. 18. CONTEXT - MOBILE IS DUAL SCREEN © Somo Ltd. 2012
    19. 19. CONTEXT - MOBILE RESEARCH IN-STORE 24% Diesel Madrid store have a QR codeof Japanese users intentionally take for every product for Facebook sharing smartphones to research products Source: Our Mobile Planet 2012 © Somo Ltd. 2012
    20. 20. CONTEXT - AUGMENTING TRADITIONAL MEDIA$32M was bought whilstcommuting (2011)5% scan to buy conversionrate (April 2012) Sources: PayPal’s online and mobile shopping insights Study 2011, Paypal 2012 © Somo Ltd. 2012
    21. 21. DEFINING MOBILE STRATEGIES © Somo Ltd. 2012
    22. 22. CLASH OF THE TITANS Source: Joachim Wtewael - The Battle Between the Gods and the Titans © Somo Ltd. 2012
    23. 23. VELOCITY - OS UPGRADE OPPORTUNITIESApple iOS 6 announced yesterday for Android 4.0 Ice Cream Sandwich iPhone, iPad and iPod Touch (smartphones and tablets) © Somo Ltd. 2012
    24. 24. VELOCITY - NEW PLATFORMS WINDOWS PHONE Developing for the new, design-led Windows operating system © Somo Ltd. 2012
    25. 25. VELOCITY - NEW PLATFORMS ANDROID TABLETS © Somo Ltd. 2012
    26. 26. VELOCITY – NEW ADVERTISING CHANNELS Facebook Mobile App Store Mobile Only Sponsored Stories © Somo Ltd. 2012
    27. 27. DEFINING MOBILE STRATEGIES © Somo Ltd. 2012
    28. 28. DISRUPTING YOUR CONSUMER JOURNEY Confidential. © Somo Ltd. 2012 Confidential. © Somo Ltd. 2012
    29. 29. DISRUPTING THE CUSTOMER JOURNEY © Somo Ltd. 2012
    30. 30. CONSIDERATION - AUDI RICH MEDIA HTML5 AD Brand perception Propensity to purchase Performance related: mobile site visits doubled CTR twice the industry average © Somo Ltd. 2012
    31. 31. ENGAGEMENT - GLAMOUR BRAND APPS Building brand extensions Direct revenue generation © Somo Ltd. 2012
    32. 32. PURCHASE - DOMINO’S Friction free m-commerce Loyalty loop Increased average order value Multiple payment options © Somo Ltd. 2012
    33. 33. POST PURCHASE – AUDI LE MANS APP Fans of Le Mans and Audi are passionate about motorsport & technology Audi Le Mans app brought that passion to life A new type of event app Deep brand engagement for loyalists VDT embodied by design & functionality © Somo Ltd. 2012
    34. 34. POST PURCHASE – AUDI LE MANS APP First ever use of augmented reality in an automotive app Tapped into the passion of the fans Cream London award winner 2011 © Somo Ltd. 2012
    35. 35. UNIVERSAL TRUTHS Confidential. © Somo Ltd. 2012 Confidential. © Somo Ltd. 2012
    36. 36. INTEGRATE MOBILE M-Commerce E-Commerce Stores © Somo Ltd. 2012
    37. 37. DEVELOP TO AN AGILE ROADMAP © Somo Ltd. 2012
    38. 38. DO NOT PORT EVERYTHING © Somo Ltd. 2012
    39. 39. ONCE YOU’VE BUILT IT - PROMOTE IT Target Appstore Position Number of Daily Downloads Organic Downloads Paid Downloads Baseline Downloads Stage 1 Stage 2 Stage 3 Stage 4 © Somo Ltd. 2012
    40. 40. MEASUREMENT IS HARD BUT POSSIBLE Apptimiser® © Somo Ltd. 2012
    41. 41. SUMMARY Usage / Contexts / Velocity to identify ROI Where can mobile remove barriers on Customer Journey? Be agile and continually look for mobile to innovate where appropriate Set hybrid objective/KPIs and measure them © Somo Ltd. 2012
    42. 42. stewart@somoglobal.comhuw@somoglobal.com50 Raffles Place | Singapore Land Tower | Level 30 | Singapore@somoglobalwww.somoglobal.com © Somo Ltd. 2012
    43. 43. THE NEAR FUTURE Confidential. © Somo Ltd. 2012 Confidential. © Somo Ltd. 2012
    44. 44. SOMO AUDIO TRIGGERS © Somo Ltd. 2012
    45. 45. WHAT CONTENT CAN BE TRIGGERED? Link to Paddy Power Social networking Mobile Website e.g. Tweet about PP Exclusive Prompting an action Offers, Promotions or e.g. check in, take a photo Odds Information about Live Free Game e.g. Spot the Odds/ Event Information Paddy Power Mischief Exclusive Video Exclusive audio commentary of live event Apps do not need wifi or 3G connection to trigger content Local content can be cached in the App to be unlocked by audio triggers © Somo Ltd. 2012
    46. 46. STARHUB LOVE TAIL Singapore’s 1st Interactive TV Commercial Triggering content through Audio & Visual sensors © Somo Ltd. 2012
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