Mobile,Mobile,MobileSapientNitro11.07.2012
SapientNitrowe’re IdeaEngineers
mobile inCHINA
To 2015 China mobile userswill top 1.2 Billion
To 2015 China smartphone’spenetration will top 60%To 2015 China smartphone’spenetration will top 60%
To 2015 China smartphone’spenetration will top 60%To 2015 China smartphone’spenetration will top 60%
FerreroAudience
Why mobilemarketing Failed(so far)
engagementNOT Ads.
mobilemarketingChallenges
massive reachRelevancemassive engagement
4 thinkingsto go mobile
1.mobile =social
2.never goalone
Engagement IdeaAudience
weixin pesiexample
3.provideutility
what doesmean togifting?
what aboutChina?
This function was highly appreciated by most Weibo users, rackingup over 3000+ comments and around 8000 retweets quickly.O...
what ppl say
NodeBSLocationBSSoMoLo020...
NodeBSLocationBSSoMoLo020LineBS
4.connectedexperience
to sum up ...mobile = socialnever go aloneprovide utilityconnected experience
SapientNitroKaKi LawDirector, UX
h"p://sapient.com/insightsthefutureofdigitalishere
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
Mobile,mobile, mobile
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Transcript of "Mobile,mobile, mobile"

  1. 1. Mobile,Mobile,MobileSapientNitro11.07.2012
  2. 2. SapientNitrowe’re IdeaEngineers
  3. 3. mobile inCHINA
  4. 4. To 2015 China mobile userswill top 1.2 Billion
  5. 5. To 2015 China smartphone’spenetration will top 60%To 2015 China smartphone’spenetration will top 60%
  6. 6. To 2015 China smartphone’spenetration will top 60%To 2015 China smartphone’spenetration will top 60%
  7. 7. FerreroAudience
  8. 8. Why mobilemarketing Failed(so far)
  9. 9. engagementNOT Ads.
  10. 10. mobilemarketingChallenges
  11. 11. massive reachRelevancemassive engagement
  12. 12. 4 thinkingsto go mobile
  13. 13. 1.mobile =social
  14. 14. 2.never goalone
  15. 15. Engagement IdeaAudience
  16. 16. weixin pesiexample
  17. 17. 3.provideutility
  18. 18. what doesmean togifting?
  19. 19. what aboutChina?
  20. 20. This function was highly appreciated by most Weibo users, rackingup over 3000+ comments and around 8000 retweets quickly.One web observer on Weibo, Social Beta (@SocialBeta) commentedon the move: ‘Finally it’s on Weixin! Starbucks is the SNS marketingmaster, and it played Weixin in its own way! It seizes users’ moods,communicates by sounds, finally attracts sleepy consumers in themorning to its coffee.’Another weibo user highlighted that a key feature of Weixins’success was its voice recording and broadcasting? Starbucksunderstanding of this led to an appropriate way to talk to itsconsumers.The overall ‘intimacy’ of Weixin makes it feel highly personal.Brands on Weixin need to be even more human. For example, oneof my friends who has a boyfriend living in another city loves Weixinbecause she can store his voice messages.h"p://www.flamingoshanghai.com/blog/2012/08/30/weibo-­‐wednesday-­‐converse-­‐on-­‐the-­‐road-­‐starbucks-­‐get-­‐weixin/
  21. 21. what ppl say
  22. 22. NodeBSLocationBSSoMoLo020...
  23. 23. NodeBSLocationBSSoMoLo020LineBS
  24. 24. 4.connectedexperience
  25. 25. to sum up ...mobile = socialnever go aloneprovide utilityconnected experience
  26. 26. SapientNitroKaKi LawDirector, UX
  27. 27. h"p://sapient.com/insightsthefutureofdigitalishere

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