A Few Learnings about how to win in the mobile marketing world.


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A Few Learnings about how to win in the mobile marketing world.

  1. 1. This document is offered compliments of BSP Media Group. www.bspmediagroup.com All rights reserved.
  2. 2. MEDIA & DIGITAL Mobile: the HUGE opportunity A few learning’s about how to win in the mobile marketing world Monique.Leech@MillwardBrown.com @MoniqueLeech 1
  3. 3. Market research? During lunch?! 2
  4. 4. Why don’t my clients want to invest in mobile? 3
  5. 5. A LOT of brand managers and marketing directors graduated BC (Before Google) 4
  6. 6. Mobile (and the rest of digital) is an afterthought 5
  7. 7. No comparative metrics between mobile and off line marketing 6
  8. 8. Industry spend on mobile is underreported, making the value of the market difficult to evaluate 7
  9. 9. Brands like sexy – South African market not there (yet) Data costs and connectivity issues 8
  10. 10. Some facts to take your mobile marketing to new heights 9
  11. 11. Mobile is THE entry point to digital marketing in South Africa 4.6 x Many households with cell phones than computers 86% Internet access via a mobile phone 10
  12. 12. We have completed 300+ mobile advertising studies across a broad range of industry verticals. Mobile Search Display & Rich Media Ads SMS Augmented Reality Mobile Video Location APPS
  13. 13. We know its more than CTR – just because you haven't clicked doesn’t mean your campaign hasn’t worked! 12
  14. 14. Mobile Works! The average campaign has an impact on all 5 traditional brand metrics. Percent Impacted: Delta (Δ) Aided Brand Awareness +5.9 Ad Awareness Message Association Brand Favorability Purchase Intent +19.9 +12.1 +3.9 +4.7 Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471 respondents 13 Delta (Δ)=Exposed-Control
  15. 15. Mobile is (on average) 4x more effective than online advertising! MOBILE +5.9 Aided Brand Awareness Ad Awareness +19.9 Message Association +12.1 +3.9 +4.7 +2.1 ONLINE +4.2 +2.2 Brand Favorability +1.4 Purchase Intent +1.2 Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents; AdIndex for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta (Δ)=Exposed-Control 14
  16. 16. Some creative best practices from our massive database 15
  17. 17. Not every movie is an epic. Not every date leads to marriage. And not every mobile engagement needs to be an extended, immersive experience.
  18. 18. The ONE thing you should be… Relevant. That’s it. 17
  19. 19. GREAT BRANDING Put your brand or logo in EVERY frame. Reveal ads perform the worst and have a negative brand impact. 18
  20. 20. GREAT MESSAGE TAKE OUT Limit your ad to ONE message – this is not an editorial 19
  21. 21. 90% of smses are read in the first 15 seconds – but content matters Even the most basic SMS marketing works! 20 HOW MOBILE CAN IMPROVE ROI www.dynmark.com
  22. 22. PLEASE CALL ME! 9 out of 10 South Africans know what a PCM is 1 in 2 people have sent a PCM in the last week… (80% LSM 5 but 46% in LSM 10) Only 20% of consumers claim to read the WHOLE PCM message (not just the number of the person who sent the message) 20% 64% who read the advertising, claim to have responded! 21 Millward Brown Please Call Me Case Study July 2013 n= 1200 LSm 5-10,
  23. 23. Plan for multiscreen usage – it is the future Even the most basic SMS marketing works! Multiscreen unrelated browsing: Advertising content has to be an extension of the programming content. Messages should be relevant fluid and related. Sequential viewing: Ensure the consumer experience is the same across all platforms. Responsive web design will no longer a “nice to have” it will be a non-negotiable Social amplification: Ensure that your brand is part of the conversation. This requires flexibility 22
  24. 24. MEDIA & DIGITAL Thanks for not falling asleep! Monique.Leech@MillwardBrown.com @MoniqueLeech 23