Mobile Monday 07/2013: Mobile Interaction Media or else
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Mobile Monday 07/2013: Mobile Interaction Media or else

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Bài chia sẻ của anh Nguyễn Cửu Long tại hội thảo Mobile Monday 07/2013 với chủ đề "Mobile Interaction Media or else"

Bài chia sẻ của anh Nguyễn Cửu Long tại hội thảo Mobile Monday 07/2013 với chủ đề "Mobile Interaction Media or else"

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Mobile Monday 07/2013: Mobile Interaction Media or else Presentation Transcript

  • 1. MOBILE INTERACTIONMOBILE INTERACTION MEDIA OR ELSE?MEDIA OR ELSE? MOBILE INTERACTIONMOBILE INTERACTION MEDIA OR ELSE?MEDIA OR ELSE?
  • 2. How Marketers make plan Mobile Trends ContentsContents How Marketers make plan Case Studies Mobile Interaction
  • 3. Mobile Trends Mobile Trends
  • 4. 25,000 Mobile Advertising Revenue by Region, Worldwide Mobile Marketing global size SMS Text Ads Static Banners Animated Banners Rich Media and HTML 5 2010 2011 2015 Rest of the World 196.9 410.4 2,761.70 Asia/Pacific and Japan 868.8 1,628.50 6,925.00 Western Europe 257.1 569.3 5,131.90 North America 304.3 701.7 5,791.40 0 5,000 10,000 15,000 20,000 25,000 $millions Mobile Internet Users: 530 millions Smartphone users: 478 millions Mobile Users: > 6000 millions Source: Mobithinking 2012; Inmobi 2012, Gartner
  • 5. 122 MILLIONS Mobile vs 136 mil telephone subscribers Mobile Overview in Vietnam 32.5mil Internet Users 21 mil Mobile Internet users 122 MILLIONS Mobile vs 136 mil telephone subscribers 30% mobile user is Smartphone Users Thousands of Mobile content products Source: Ministry of T&I, GroupM Devices used for connecting online
  • 6. 36 52 Age 25-34 Age 15-24 Who are Mobile users in Vietnam % Source: 3D 2012 36 17 0 20 40 60 All adults Age 35-45 Mobile internet access by age “Mobile users in Vietnam consume 4.5 hours of media daily” Source: Cimigo 2012
  • 7. Mobile Internet activities – Vietnam consumer 13 14 16 18 19 20 30 59 64 To Keep Updated On Sport To Send Or Receive Emails (Work) To Download Ringtones To Find Out The Weather For Social Network-Update Profile To Download Games To Search To Keep Updated On News For Entertainment Reasons to use mobile internet 8 8 9 9 11 12 13 0 10 20 30 40 50 60 70 To Find Out Movie Information To Download Mobile Apps To Send Or Receive Emails (Non-Work) To Watch TV To Search For Directions To Purchase Music To Keep Updated On Sport
  • 8. Marketers How do they make mobile plan? Marketers How do they make mobile plan?
  • 9. Digital Marketing Strategy Planning Tool Digital Straty
  • 10. Reach Act Convert Engage Situation analysis: How well are we using digital media now? Audience and customer analysis Competitor benchmarking Online partner analysis Own digital marketing review Objective setting: Which goals and KPIs should we use? Digital Marketing Strategy Planning Tool Objective setting: Which goals and KPIs should we use? Mission and vision Goals, KPIs and web analytics Strategy: How can we achieve our goal? Segmentation and targeting Positioning and value proposition Engagement and content strategy Integrated communications strategy
  • 11. Which digital marketing activities to optimise REACH Build awareness on other sites and in offline media and drive to OWNED presences ACT & CONVERT Achieve conversion to marketing goals such as fans, leads or sales on OWNED & PAID ENGAGE Build customer and fan relationships to encourage repeat visits as EARNED media Pay per click Affiliate and partner marketing Site – wide content & design effectiveness Home page design effectiveness Search and browse page efficiencies Content marketing E - newsletters and promotional emails Event – triggered marketing Search Engine Optimization (SEO) Affiliate and partner marketing Display advertising Acquisition email marketing Social media marketing Search and browse page efficiencies Category and product page efficiencies Basket and checkout efficiency Social media marketing Event – triggered marketing Customer service & support Website personalization Social media marketing
  • 12. InterestInterest Attentio n Attentio n DemandDemand ActionAction Corporate/ Brand Marketing Local Marketing InterestInterest Attentio n Attentio n ShareShareActionActionSearchSearch Purchase decision models InterestInterest Attentio n Attentio n ShareShareActionAction Passive Active SearchSearch Awareness Engagement Consideration Purchase Consumption Loyalty Advocacy
  • 13. Purchase decisions in Vietnam Awareness Engagement Consideration Purchase Consumption Loyalty Advocacy 53% Source: Decision Fuel and InMobi research; sample n = 1,062 VIETNAM ; Source 1: Group M 2% 17% 33% 42% 22% Mobile is most impactful media on purchase decisions, followed by TVMobile is most impactful media on purchase decisions, followed by TV 31% 53%
  • 14. Awareness Targeted Mobile Ads Interaction Mobile Interaction Design & Tech. Selection Mobile OH/OOH TV/Radio Print POS Mobile interaction Interaction Mobile Interaction Design & Tech. Selection User Data base Sharing MobileMobile Internet Mobile is The Only Platform that enable to integrate & Enhance Across All Media Types Direct Marketing
  • 15. •Target consumers •Profiles your messages Target •Drive different conversation •Develop interactive brand relationships Engage •Build loyalty •Improve retention active purchase… Convert •Increase ROI •Drive cross-sell •Collect customer knowledge Generate CTA: Click to Action Click to Landing Page User is taken to a mobile website Click to Video Play Video plays on device Click to Search User is taken to a search results page Click to Calendar Mobile device stores an event date Click to SMS Mobile device sends SMS shortcode Click to dld. coupon Device downloads discount coupon Click to Call Mobile device calls specified number Click to Share User shares link on social media Click to Store Locate User is taken to a store locator map Click to Buy User is taken to mCommerce store
  • 16. Point Art Engagement + Sharing + Loyalty Point Art Engagement + Sharing + Loyalty
  • 17. Point Art is an Augmented Reality platform, that delivers contextual engagements based on camera & location Point Art is an Augmented Reality platform, that delivers contextual engagements based on camera & location
  • 18. 30 Mil+ engagements every month 300+advertisers on board Over 60award winning campaigns Intel funded mobile technology venture Owner: TELiBrahma Technologies Inc. (USA, India, Singapore). Vietnam Exclusive Partner. Overview 30 Mil+ engagements every month 300+advertisers on board Over 60award winning campaigns Intel funded mobile technology venture Owner: TELiBrahma Technologies Inc. (USA, India, Singapore). Vietnam Exclusive Partner.
  • 19. How to download Point Art application? Available in all app stores: IOS, Android, BlackBerry, Window Mobile Available for feature phone (Symbian OS, etc…) - Download: http://pointart.mobi Enjoy more case studies from http://db.tt/auNFkraY
  • 20. Application in general 22 Scan a key hook Interact real-time 3S: See it, show it, share it 11 33
  • 21. Interactive Tools SMS/MMS interaction 3D Model Survey, Register… IVR Mobile Game Wapsite Video  HTLM5… Interactive Tools SMS/MMS interaction 3D Model Survey, Register… IVR Mobile Game Wapsite Video  HTLM5… How can Point do? Key hooks Print ads Logos Name cards, Bottle, ... TVC Billboard Digital Poster Packaging Key hooks Print ads Logos Name cards, Bottle, ... TVC Billboard Digital Poster Packaging Point is the best application, that enable to integrate & Enhance Across All Media Types Point is the best application, that enable to integrate & Enhance Across All Media Types Interactive Tools SMS/MMS interaction 3D Model Survey, Register… IVR Mobile Game Wapsite Video  HTLM5… Interactive Tools SMS/MMS interaction 3D Model Survey, Register… IVR Mobile Game Wapsite Video  HTLM5… Key hooks Print ads Logos Name cards, Bottle, ... TVC Billboard Digital Poster Packaging Key hooks Print ads Logos Name cards, Bottle, ... TVC Billboard Digital Poster Packaging
  • 22. Online Report
  • 23. Why Point?Why Point?
  • 24. Mass mediums Integrated experiential marketing. High precision targeting Total reach Benefits of experiential marketing on media reach. Why Point? Activations Visits What is ROI ? How is building loyal customer base? Engagement Benefits of experiential marketing on media reach.
  • 25. Exchange few spots or insertions to maximize experiential marketing. Or Use 1% budget to gain 99% interactive Exchange few spots or insertions to maximize experiential marketing. Or Use 1% budget to gain 99% interactive
  • 26. Case StudiesCase Studies
  • 27. Toyota Etios Liva – Logo recognition Try it to have new experiencesTry it to have new experiences
  • 28. Key hooks • Print • Brochures • Outdoors Interactive tools • Augmentation of logo • Demonstration interactive 3D • Augmenting 3D display on a camera view • Tagging of multiple digital assets and contents with car logo • Integrating call for action Key hooks • Print • Brochures • Outdoors Interactive tools • Augmentation of logo • Demonstration interactive 3D • Augmenting 3D display on a camera view • Tagging of multiple digital assets and contents with car logo • Integrating call for action Toyota Etios Liva – Logo recognition RESULTS  50,000+ rich media engagements  3000+ users registered for a Test Drive  7,500+ users spoke about the car on Social Media  25% of the users engaged multiple times  65% of them experiencing car on 3D and 85% of them downloading mobile content RESULTS  50,000+ rich media engagements  3000+ users registered for a Test Drive  7,500+ users spoke about the car on Social Media  25% of the users engaged multiple times  65% of them experiencing car on 3D and 85% of them downloading mobile content BUSINESS CASE Toyota wanted to leverage a mobile platform to drive engagements through traditional media investments. BUSINESS CASE Toyota wanted to leverage a mobile platform to drive engagements through traditional media investments. Key hooks • Print • Brochures • Outdoors Interactive tools • Augmentation of logo • Demonstration interactive 3D • Augmenting 3D display on a camera view • Tagging of multiple digital assets and contents with car logo • Integrating call for action Key hooks • Print • Brochures • Outdoors Interactive tools • Augmentation of logo • Demonstration interactive 3D • Augmenting 3D display on a camera view • Tagging of multiple digital assets and contents with car logo • Integrating call for action RESULTS  50,000+ rich media engagements  3000+ users registered for a Test Drive  7,500+ users spoke about the car on Social Media  25% of the users engaged multiple times  65% of them experiencing car on 3D and 85% of them downloading mobile content RESULTS  50,000+ rich media engagements  3000+ users registered for a Test Drive  7,500+ users spoke about the car on Social Media  25% of the users engaged multiple times  65% of them experiencing car on 3D and 85% of them downloading mobile content
  • 29. Maxim – India o Point at the cover page to see the cover page come alive o Point at the cover page to see the cover page come alive Try it to have new experiencesTry it to have new experiences
  • 30. Working Process Your campaign would go live within 72h after we receive materials.
  • 31. Rate-card Contents Description Cost/month (VND) Setup, Materials editing, Operator & Hosting 1-2 key hooks Key hooks: Print ads, Logos, cards, Bottle, Billboard, Digital Poster, Package… 65,000,0001-2 interactive tools Interactive Tools: SMS/MMS interaction, 3D Model, Survey, Register, IVR, Mobile Game, Wapsite, TVC, HTLM5… 65,000,0001-2 interactive tools Interactive Tools: SMS/MMS interaction, 3D Model, Survey, Register, IVR, Mobile Game, Wapsite, TVC, HTLM5… 1 extra content Key hook/Interactive tool 5,000,000 Excluded: (If need) Concept creation, Campaign management, coding •Excluded VAT 10%.
  • 32. THANK YOU For more information, lls contact our Ms. Nguyen Anh Thuy GOLDSUN FOCUS MEDIA - Publisher Development E: thuy.nguyen@goldsunfocusmedia.com.vn THANK YOU For more information, lls contact our Ms. Nguyen Anh Thuy GOLDSUN FOCUS MEDIA - Publisher Development E: thuy.nguyen@goldsunfocusmedia.com.vn