Brands Going Mobile | Rohit Dadwal, Mobile Marketing Association (APAC) | iStrategy Singapore 2010

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Presentation by Rohit Dadwal, MD for Mobile Marketing Association Asia Pacific Limited on Mobile Marketing during iStrategy Singapore 2010.

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Brands Going Mobile | Rohit Dadwal, Mobile Marketing Association (APAC) | iStrategy Singapore 2010

  1. 1. Brands
Going
Mobile

  2. 2. Thank
you
 
Good
Choice
! 

  3. 3. work∙shop

(wûrkshp) n.  1.
A
room,
area,
or
small
establishment
where
manual
or
light
industrial
work
is
done.
2.
An
educaConal
seminar
or
series
of
meeCngs
emphasizing
interac,on
and
 exchange
of
informa,on
among
a
usually
small
number
of
parCcipants:
a
creaCve
 wriCng
workshop.
mobile
[ˈmәʊbaɪl] n.
1.  (Fine
Arts
&
Visual
Arts
/
Art
Movements
 a.

a
sculpture
suspended
in
midair
with
delicately
balanced
parts
that
are
set
in
 moCon
by
air
currents
 
b.

(as
modifier)
mobile
sculpture
2.
(Electronics
&
Computer
Science
/
TelecommunicaCons)
short
for
mobile
phone


















[via
Old
French
from
LaCn
mōbilis,
from
movēre
to
move]

  4. 4. GeWng
to
know
each
other


QuesCons
?


  5. 5. About
Me
 Rohit
Dadwal
rohit.dadwal@mmaglobal.com 
 twi]er
:
rohitdadwal 

  6. 6. QuesCons
(
I
wont
answer)

Is
this
the
year
of
mobile
?

   First
mobile
phone
call
(1973)
:
Hi
Joel
‐
guess
where
Im
calling
from?
   Dr
MarCn
Cooper,
a
former
general
manager
for
the
systems
division
at
 Motorola,
is
considered
the
inventor
of
the
first
modern
portable
handset.
 Cooper
made
the
first
call
on
a
portable
cell
phone
to
his
rival,
Joel
Engel,
head
 of
research
at
Bell
Laboratories.
   Bell
had
introduced
the
idea
of
cellular
communicaCons
in
1947
with
their
 police
car
technology
and
had
been
racing
to
beat
Motorola.
But
in
the
end
 Motorola
was
first
to
incorporate
the
technology
into
a
portable
device
 designed
for
use
outside
a
vehicle.
   The
first
really
portable
phone
for
the
general
public
was
produced
in
1985
by
 Vodaphone.

 Read
more:
 h]p://wiki.answers.com/Q/ When_was_the_mobile_phone_invented#ixzz16sc3DYPO

  7. 7. QuesCons
Why
mobile?
 Can
you
 imagine
living
 without
it?

  8. 8. 

Media
and
Social

has
become
real
,me


  9. 9. QuesCons
 Why
mobile
markeCng
&
AdverCsing?

   Mobile
markeCng
and
adverCsing
are
coming
of
age.

   Seen
as
the
most
personal
means
of
communicaCon
with
consumers,
mobile
 adverCsing
is
rallying
to
overcome
the
sCgma
of
larger
adverCsing
markets
–
 print,
TV,
radio
and
online.



 the
7th
Mass
Media

…
 1st

Print
 
 









1500’s
 2nd
Recordings

 
1890s
 3rd
Cinema 


 
1910s
 4th
Radio 
 
 
1920s
 5th
TV 
 
 
1950s
 6th
Internet
 
 
1995s
 7th
Mobile 
 
2000s

  10. 10. QuesCons
  Whats
the
context

 Print
 
 
 
 
621,000
circulaCon


Singapore
 
 Automobiles
 
 Cable
TV

 
 
 
 
920,000
registered
 
527,000
hh
 Land
line
phones 
 
1,994,000
lines
 Radio 
 
 
 
2,600,000
radios
 Credit
cards
 
 
 
1,15,000

accounts

 TV 
 
 
 
 
1,330,000
sets
 ResidenCal
broadband 
1,962,700
 Mobile
phones
 
 
7,020,000
sets
 Mobile
subscripCons 
6,414,800


  11. 11. Web
has
become
more
social
&
mobile


 Publisher
media











































Social
/Mobile
Media



Source:
TNS
compete

  12. 12. QuesCons
  Whats
the
size
of
the
industry
?
 Experts have predicted that over the next 5 years, mobile advertising will become a $2 billion business. JupiterResearch, 2008 Experts have predicted that over the next 5 years, mobile advertising will become $2.3 billion business. LocalMobileSearch, a subsidiary of Opus Research Experts have predicted that over the next 4 years, mobile advertising will become a $6 billion business. eMarketer Experts have predicted that over the next 5 years, mobile advertising will become a $6.5 billion business. Mobile Advertising: After the Growing Pains
  13. 13. About
Me
 Rohit
Dadwal
 rohit.dadwal@mmaglobal.com 
 twi]er
:
rohitdadwal 
About
you

  Who
are
you
?

  What
do
you
want
from
this
session?
  Why
?

 Brands
 Agencies

 Enablers

  14. 14. TradiConal<
Digital<
Mobile


  15. 15. MeeCng
of
the
Waters
 The
Amazon

  16. 16. Where
Digital
Collides
with
TradiConal
 Digital
 Tradi,onal
 marke,ng
 marke,ng
 Mobile is the connective tissue pulling the forces together
  17. 17. Mobile

  What
comes
to
your
mind
when
we
say
mobile
?


  18. 18. Mobile

  What
comes
to
your
mind
when
we
say
mobile
?


  19. 19. Mobile

  What
comes
to
your
mind
when
we
say
mobile
?


  20. 20. off course, if you really want to
  21. 21. You can still make phone calls
  22. 22. A
powerful
adverCsing
media:
the
3rd
screen
 The 1st SCREEN The 2nd SCREEN The 3rd SCREEN TELEVISION INTERNET MOBILE entertainment Entertainment Entertainment information Information Information Downloads Phone Messaging / email Downloads Services MP3 Photos Internet Messaging / Email TV Services0 exposure & engagement (hours / day) 24 advertising opportunities…
  23. 23. Why
Is
Mobile
MarkeCng
So
Effec,ve?

  24. 24. Turn
Passive
AdverCsing
Channels
Into

 Interac,ve
Experiences

  25. 25. Performance
Metrics
•  Set
up
campaign
in
minutes
•  View
real‐Cme
reports
to
opCmize

  26. 26. conversa,on

social
media
 


People
are
engaged
in
conversa,on,
 with
or
without
you.
 26
  27. 27. Ecosystem<
DefiniCons
<
Mobile


  28. 28. Defining
Mobile
MarkeCng

  Mobile
MarkeCng
is
the
set
of
pracCces 
 that
enable
organizaCons
to
engage,
 communicate
and
mutually
exchange
 value
with
their
audience
in
an
 interacCve
contextually
relevant
 manner
through
any
mobile
device
or
 wireless
network.


  29. 29. Defining
Mobile
AdverCsing
  Mobile
adverCsing
is
the
pracCce
of
 placing
paid‐for
promoConal
media
within
 any
of
the
various
mobile
channels.
 Banner Ads  A
mobile
adverCsement
can
be
the
 inserCon
of
ad
copy
at
the
bo]om
of
a
 text
message,
the
inserCon
of
a
text
or
 graphic
ad
banner
within
a
mobile
Web
 Animated site,
the
appending
or
pre‐pending
of
a
 Ads video
or
audio
adverCsements
to
a
mobile
 video
service
or
automated
voice
service– Video Ads Text Ads these
are
a
few
examples
of
mobile
 adverCsing.


  30. 30. Defining
Mobile
Commerce
   Mobile
commerce
refers
to
the
 pracCce
of
enabling
value
 exchange
via
mobile
channels
 using
a
variety
of
billing
 systems,
including
Premium
 SMS
(charging
to
mobile
phone 
 bill),
credit
cards,
PayPal
and
 alternaCve
forms
of
payment.


  31. 31. Breaking
it
down
  Organiza,ons:
Commercial
enCCes,
brands,
agencies,
marketers,
non‐ profits,
enterprises,
etc.,
with
products,
services
and
offerings
they
wish
to
 deliver
to
the
market.∙








  Mobile
device:
any
wireless
device
regardless
of
device
form
factor
or
 network.∙



  Wireless
network:
2G,
3G,
4G,
WiFi/WiFi
Max,
Bluetooth,




  Prac,ces:
acCviCes,
insCtuCons,
processes,
industry
players,
standards,
 adverCsing,
relaConship
management,
CRM,
customer
services,
social
 markeCng,

  Mutual
exchange:

recognizes
the
co‐value
creaCon
of
commerce
today
 between
organizaCons
and
consumers








  Contextually
relevant:
recognizes
all
the
elements
to
tailor
and
 personalize
the
experience
including
locaCon,
context
plus,
Cme
and
 behavior

  32. 32. Mobile
Value
Chain
‐
7
Primary
Categories
 Consumer,
Customer,
Friend
 Agencies:
Media,
creaCve,
digital,
mobile
 Media
sites
&
content
plaworms 
 Operators,
Aggregators,
Ad
networks 
 Tech:
channels,
plaworms,
network
 Enablers:
Gov,
Assoc’s,
Handset
manu’s 
 Sellers:
Brands,
Products,
Services 

  33. 33. Channels
for
delivery

 33
  34. 34. The
Mobile
Pyramid

  35. 35. Types
of
adverCsing

 Search
 In
Message

 Display
 Rich
Media

 At
LocaCon
 In
Content


  36. 36. MarkeCng
&
AdverCsing
<
Mobile
 

  37. 37. What’s
happening?
  –
1
in
3
organisaCons
globally
are
incorporaCng
 mobile
into
their
ad
strategies
  Brands
are
building
mobile
sites,
but
are
not
 considering
how
people
will
find
them

  
Like
the
web
in
the
1990’s
   
In
developing
mobile
sites,
you
sCll
need
to
opCmise
the
on‐page
 factors:
(Good
coding
and
relevancy)
  
Brands
are
not
making
use
of
available
features:
   ‘Click
to
call/book’
   
Download
an
app
with
a
single
click

  38. 38. A
Counter
Intui,ve
Goal
 A
Great

 Mobile

 Campaign

  39. 39. The
Integra,on
Goal
 A Great Marketing Plan Leveraging Mobile The holistic integration of mobile across all your customer engagement activities
  40. 40. Integra,ng
Mobile
Into
MarkeCng
 Key Concept Integrate mobile into all your marketing channels to support them and you will CREATE a mobile channel in the process!
  41. 41. Common
Consumer
Engagement
TacCcs
within
mobile
 markeCng
 Viral
 Content
 AdverCsing
 Sweepstakes
 MarkeCng
 &
PromoCons
 Branded
 UCliCes
 
Commerce
 Alerts/ SubscripCons
 Social
Media
 (UGC)
 Customer
 Mobile
 Care
 Coupons
 Quizzes,
 Giving
 Trivia,
VoCng

  42. 42. Integrated
cross
media
communicaCon

  43. 43. Three
ApplicaCons
to
Mobile
MarkeCng
   Direct
Mobile
MarkeCng
(push/pull
markeCng)
   

Marketer
IniCated
(push)
   
Requires
consumer
opt‐in
&
consent
   

Consumer
IniCated
(pull)
   Indirect
Mobile
MarkeCng
(pull
markeCng)
   Mobile
enhancement
of
tradiConal
media
&
retail
environments

 requiring

consumer
iniCated
interacCon
with
the
markeCng
iniCaCve
 (print,
TV,
radio,
outdoor
media,
direct
mail,
email,
point‐of‐sale,
Internet,
 mobile
Internet,
etc.)
   Mobile
as
a
product
and/or
service
   Mobile
capabiliCes
may
also
be
integrated
in
with
the
marketers
product,
 customer
services
or
related
offers,
where
mobile
can
be
an
enabling
 value
added
capability
or
the
primary
services
channel.

  44. 44. Case
studies

<
Mobile


  45. 45. What
is
the
mobile
channel
being
used
for?












 Acquisition Retention Brand Building
  46. 46. Mobile
InteracCon
Evolu,on:
from
a
point
of
promoCon
to
engagement,
Marketers
started
 using
the
mobile
plaworm
as
one
of
the
smaller
channels
integrated
into
a
larger
 campaign,
today
brands
are
starCng
to
increase
the
scope
of
the
mobile
 channel

  47. 47. ACQUISTION
 AcCng
at
the
point
of
impulse
 Mobile
as
a
connector
 Extending
&
enhancing
other
media
 Increased
use
of
mobile
internet
 Increase
in
available
inventory
 New
formats
–
richer
experience
 Commercial
success
 Mobile
 Direct
 Compe,‐ Permission
 Sampling
 On‐pack
 adver,sing
 Response
 ,ons

  48. 48. ACQUISTION
 53%
jersey
download
conversion
 rate
among
clickers
 41%
other
IPL/Reebok
engagement
 conversion
rate
among
clickers
 15%
store
locate
conversion
rate
 among
clickers
 Mobile
 Direct
 Compe,‐ Permission
 Sampling
 On‐pack
 adver,sing
 Response
 ,ons

  49. 49. ACQUISTION
 760
million
calls
from
35
million
users
 300%
increase
in
Axe
sales
 Mobile
 Direct
 Compe,‐ Permission
 Sampling
 On‐pack
 adver,sing
 Response
 ,ons

  50. 50. mobile
for
entertainment
•  Total Incoming Calls: 760,749,000 •  Total Unique Numbers: 31,225,000 AXE sales increased by 300%
  51. 51. ACQUISTION
 Choice,
Control,
CustomisaCon,
 ConsideraCon,
Constraint,
 ConfidenCality.

 OR
Permission,
Preference
&
Privacy
 The
key
is
value
exchange
 Mobile
 Direct
 Compe,‐ Permission
 Sampling
 On‐pack
 adver,sing
 Response
 ,ons

  52. 52. ACQUISTION
 Database
of
over
400,00
 IVR
and
vouchers
to
push
foowall
 20%
response
rate
 Mobile
 Direct
 Compe,‐ Permission
 Sampling
 On‐pack
 adver,sing
 Response
 ,ons

  53. 53. ACQUISTION
 Over
100,000
responses
to
 TV
advert
 Mobile
 Direct
 Compe,‐ Permission
 Sampling
 On‐pack
 adver,sing
 Response
 ,ons

  54. 54. ACQUISTION
 16
million
entries
 30%
increase
in
market
share
 80%
new
consumers.

 Mobile
 Direct
 Compe,‐ Permission
 Sampling
 On‐pack
 adver,sing
 Response
 ,ons

  55. 55. ACQUISTION
17.5
million
entries
from
5%
 of
the
UK
populaCon
 Mobile
 Direct
 Compe,‐ Permission
 Sampling
 On‐pack
 adver,sing
 Response
 ,ons

  56. 56. RETENTION
 Growing
consumer
acceptance
and
 expectaCon
 The
‘on‐demand’
consumer
 Mobile
as
an
access
point
 Cost
effecCveness
 Instant
interacCon
with
consumers
 PotenCal
to
reward
consumers
for
 interacCng
 Upsell
 Self‐service
 CRM

  57. 57. RETENTION
 30%
response
rate
generaCng
in
 excess
of
Euro
2million
in
sales
 Upsell
 Self‐service
 CRM

  58. 58. RETENTION
 150,000
mobile
boarding
 passes
per
month
or
15%
of
 all
check‐ins
 Upsell
 Self‐service
 CRM

  59. 59. RETENTION
 SMS
driven
with
an
average
 response
rate
of
20%
over
3
 years
 Upsell
 Self‐service
 CRM

  60. 60. BRAND
BUILDING
 Permanent
brand
presence
 Instant
interacCon
with
consumers
 Consumer
expectaCon
 Be]er
understanding
of
the
advantages
of
mobile
 Growth
of
app
stores
 games
 u,li,es
 promo,on

  61. 61. BRAND
BUILDING
 VW
†GTi
Real
Racing
app
for
2010
model
 $500,000
spend
 5m
plus
downloads
 More
cars
sold
 games
 u,li,es
 promo,on

  62. 62. BRAND
BUILDING
 LocaCon
aware
services
 500,000
downloads
 games
 u,li,es
 promo,on

  63. 63. BRAND
BUILDING
 15.000
+
downloads
 17
different
countries
 games
 u,li,es
 promo,on

  64. 64. Strategy
<
Mobile


  65. 65. Building
Blocks
of
Mobile
MarkeCng
 Strategy Creative Expertise Execution Triangles Mobile Analytics & Measurement Mobile Enablement Platform
  66. 66. Strategic
Approaches
 Do-it- Agency Platform Hybrid  Mobile
markeCng
tasks:
Strategy,
 yourself CreaCve,
ExecuCon,
Plaworm/ Strategy Technology,
AnalyCcs
  Agency,
partner
with
a
firm
and
have
 Creative them
oversee
everything
for
you.
 Execution  Do‐it‐yourself,
handling
all
mobile
 markeCng
tasks

yourself
 Mobile Analytics & Measurement  Plaworm,
license
access
to
one
or
 more
mobile
markeCng
applicaCon
 Mobile Enablement plaworm(s)
and
handle
the
rest
 Platform yourself
 Approaches Legend  Hybrid,
some
combinaCon
of
the
 Outsource activity to partner three
approaches
above
 Mange activity in-house
  67. 67. Check
List
for
picking
mobile
provider
partner
  Does
the
provider
have
extensive
mobile
experience
and
relaConships
within
the
mobile
 markeCng
ecosystem?
  Is
the
provider
of
and
following
the
industry
best
pracCces
and
guidelines
from
MMA
  Which
of
the
mobile
markeCng
building
blocks
does
the
provider
have
an
experCse
in
(if
the
 vendor
says
“all
of
them”
make
sure
you
drill
down”
and
find
out
who
they
work
with—no
 one
firm
can
do
everything).
  Does
the
provider
have
the
capabiliCes
need
to
deliver
your
unique
brand
experience?
  Can
the
provider’s
systems
handle
peaks
in
message,
mobile
Internet
or
related
program
 traffic?

  Will
your
business
goals
be
met
if
I
choose
a
provider
purely
on
price?
  Can
the
provider
help
you
build
or
expand
my
customer
database?

  68. 68. BudgeCng:
Fix
Costs
 BudgeCng:
Variable
Costs
  Fixed
Costs/Investments
   CreaCve
concept
development
   Strategy
and
resource
   Content
licensing
and/or
creaCon
   Mobile
markeCng
applicaCon/plaworm
   Mobile
marking
plaworm
and
   TacCcal
execuCon
of
a
program
 applicaCon
licenses
   TransacConal
items
   ConnecCon
aggregator
fees
   messaging
traffic
(SMS,
MMS,
Email),
   Common
Short
Code
leases
 Internet
and
mobile
Internet
page
views,
 adverCsing
page
views/click
throughs,
 content
downloads,
IVR
Minutes,
 content
royalCes,
images
recognized,
 etc.

   Program
strategy
development
   Carrier
specific
charges
   TradiConal
media
and
retail
channels

  69. 69. Exercise
<
Mobile


  70. 70. Plan
your
mobile
strategy

1.  Sports

broadcast
company
wants
to
 increase
engagement

with
its
 consumers
to
reinforce
their
posiCon
 and
to
raise
awareness
of
new
 programming

2.  Alcoholic
beverage
brand
needs
to
 engage
with
floaCng
audience
at
a
 sporCng
event

to
increase
brand
 penetraCon
and
share
among
new
 consumer
groups

3.  Transport
company
needs
to
engage
 consumers
and
help
improve
customer
 saCsfacCon
and
thereby
bo]om
line


  71. 71. Delivering
Through
All
Media
 ESPN
is
the
Clear
Leader
in
Mobile
Sports
   #1
Sports
Mobile
Website:
11M
uniques/month
 Publisher
   #1
Sports
Alerts
Service:
200M+
messages/month

of
the
year
   iPhone
/
iPad
Apps
(free
and
paid)
–
11MM
downloads
 2010
   Mobile
TV
>1,000
live
events/games
in
2010

  72. 72. Improving
Customer
Care
and
BoXom
Line
 Orange Country Transportation Authority Incoming
Texts
vs
Calls
 35,000
 Number
inncoming
 30,000
 25,000
 20,000
 15,000
 10,000
   Incoming Text: 8,000 in 5,000
 0
 November 2009 to more than 167,000 in July 2010 Week

   Weekly calls dropped 40% Texts
 Calls
   Saved OCTA $600K

  73. 73. Success
with
Mobile:
Guinness
 Objectives: •  Guinness® wanted to create a strong and lasting connection with the consumer, making the brand synonymous with the Hong Kong Sevens Execution: •  Guinness Passport to Greatness, the worlds first talking mobile event guide •  1000s of application downloads during the week-long event, driven by a competition to win Sevens tickets •  The campaign boosted Guinness sales by 30% year-on-year
  74. 74. Discussion<
Feedback


  75. 75. In
Summary


  76. 76. 1 Explore the various mobile marketing avenues   Broadband
based
adverCsing
   Targeted
profiled
campaigns
   Contextual
messaging
 adverCsing
   On
and
off
portal
adverCsing
   InteracCve,
direct
response
 campaigns
   Mobile
portal
subscripCons
   Qr
codes
   Sms
short
codes
   Viral
games
   Branded
Approaches
   Content
   Sim
cards

  77. 77. 2 Harness the medium Match the advert to the subscriber   right time   right place   right format Context / scenarios   user profile   user preference   demographics   device   time   location
  78. 78.   




Best
mobile
 campaigns
are
not
 SILOS

  




Mobile
bolsters
 the
equiCes
of
the
 overall
brand
 strategy
&
 experience.

  79. 79. 4 Choose the right partners   Ad / Digital Agencies   Content Providers   Ad Sales Network   Network Operators
  80. 80. 5 test and learn   start with a pocket / highly targeted campaign   in a controlled environment   then eventually launch on a bigger scale.
  81. 81. 6 Measure, measure, measure   Behavior Clicks, participation, traffic data, demographics, stats, etc   Outcomes Conversions, orders, leads, etc   Experience Research / consumer
  82. 82. •  InnovaCon
is
happening
every
day
and
many
emerging
soluCons
are
 viable
today
•  But
while
many
things
are
“cool”,
it’s
imperaCve
for
brands
and
 agencies
to
not
get
ahead
of
the
technology
 –  Follow
the
mobile
pyramid
strategy
 –  Tap
into
research
on
consumer
behaviors
and
interests
 –  Learn
from
case
studies

  83. 83. “Success is not so much aboutwhere you are now but aboutwhere you want to be.”
  84. 84. Thank
you
 
 Rohit
Dadwal
 Managing
Director
 Mobile
MarkeCng
AssociaCon
Asia
Pacific
 rohit.dadwal@mmaglobal.com 
 twi]er
:
rohitdadwal 


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