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Mobile Marketing in China

This presentation provides an overview of the Chinese mobile marketing space. Also contains some useful examples of mobile advertisements and mobile apps.

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The	
  Digital	
  Marke.ng	
  Experts	
  




There	
  is	
  great	
  debate	
  in	
  our	
  Agency	
  about	
  using	
  Mobile	
  Marke.ng	
  
in	
  China….	
  Are	
  we	
  ready	
  in	
  this	
  market?	
  Will	
  it	
  work?	
  What	
  are	
  
some	
  of	
  the	
  mobile	
  marke.ng	
  op.ons?	
  
Understanding

Mobile Marketing
Remember When?
What is Mobile Marketing

First, a relatively new, marketing form on or with a
mobile device, such as a cell phone. (this is an
example of horizontal telecommunication
convergence).

Second, and a more traditional definition, is meant to
describe marketing in a moving fashion - for example -
technology road shows or moving billboards.

                                                           -- Wikipedia

     This presentation will focus on the first part of this definition	
  
Types of Mobile Marketing




           Wap Display Ads                App Display Ads
SMS Ads                      Search Ads                     Push Notifications
Knowing the

Device Features

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Mobile Marketing in China

  • 1. The  Digital  Marke.ng  Experts   There  is  great  debate  in  our  Agency  about  using  Mobile  Marke.ng   in  China….  Are  we  ready  in  this  market?  Will  it  work?  What  are   some  of  the  mobile  marke.ng  op.ons?  
  • 4. What is Mobile Marketing First, a relatively new, marketing form on or with a mobile device, such as a cell phone. (this is an example of horizontal telecommunication convergence). Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards. -- Wikipedia This presentation will focus on the first part of this definition  
  • 5. Types of Mobile Marketing Wap Display Ads App Display Ads SMS Ads Search Ads Push Notifications
  • 7. Device Features and Context Device Features What it provides for us: GPS Location-Aware Intimate and Touch Interactive Physical Sensors (A/V) Intelligence Personal and Contacts Social Relevant at Point Portability of Consideration
  • 9. Mobile Marketing Fast Facts As of May 2011,China has more than 900 million mobile users. Mobile ad spending will double this year in China to nearly $500 million 332 million of those (38%) make use of the internet on the mobile phone. Making China the largest mobile internet market. This is expected to grow with 200 million more mobile internet users in the next three years. WAP is still strong in China, with CCTV WAP getting more than 10 million unique visitors per day. China is expected to have sold 150 million smartphones in 2011  
  • 10. The Chinese Mobile Companies China Unicom was the last of the three Chinese operators to launch its own app market, the WoStore, in September 2010. The WoStore joined China Mobile’s Mobile Market and China Telecom’s Estore in the group of app stores owned and managed by operators. By creating they own apps stores, operators wish to use their large pool of customers to attract developers.
  • 11. Mobile Ad Spending in China In 2010 the total spending on mobile advertisement in China was 223.2 million US dollars.   This figure is expected to be doubled in 2011 to 448.7 million US Dollars
  • 12. Differences in East/West Behavior One key difference between China & the US is in the use of IM on the phone. This explains why the QQ participation is so high in China.
  • 13. Social, Local, and Mobile Location sharing (e.g., checking in to Jiepang, FourSquare), communication (e.g., Weibo, Twitter), music sharing (e.g., Spotify) and doing all of the above in one application (e.g., mobile Renren or Facebook) are what’s driving mobile usage In China, there is a propensity for using social media so having long commute times to “SoLoMo”, for Social, Local, catch up with digital friends and Mobile creates an environment of “always socially connected” syndrome
  • 14. mCommerce in China The rapid growth of 3G and smartphones in China has led to a corresponding growth in shopping via mobile phones. This has led to further growth of online shopping in China. As an example, Taobao’s dedicated platform for mobile e-commerce is attaining sales of US$ 6 million per day and has recorded a single day high of 17 million unique visitors. About two-thirds of the site’s mobile users are men, while three-quarters were between ages 19 and 28.
  • 15. New Formats HTML5 mobile ad is now a great way to enrich user experiences with mobile interactivity
  • 16. New Advertising Capabilities The new Smartphone ads allow us to integrate sound, touch, motion sensoring, vibration and even location (via GPS)
  • 17. Now Enter the World of Mobile Apps
  • 18. Types of Apps App developers need to consider the type of application that they want to use with a specific target group. These apps tend to fall into a number of categories: •  Entertainment •  Engagement •  M-Commerce •  Convenience
  • 19. Entertainment Apps Mobile gaming is one of the leading areas for games and apps developers Entertainment apps take the form of casual games to the group buying apps that incorporate gaming elements such as scoring, time contention and teaming
  • 20. Engagement Apps Kraft’s top selling iFood app keeps cooks coming back with recipes, coupons, and sharing features A top paid selling app, users come back for new recipes and Kraft coupons. In addition, Kraft gathers user data to understand customer behaviors and preferences.
  • 21. M-Commerce Apps Over 3M have paid with Starbuck’s mobile app The mobile card program was tested in 2009, and found to be the fastest way for customers to pay. It’s available at 6800 stores. Customers purchase credit via PayPal or credit card.
  • 22. Convenience Apps Delta flyers board with e-boarding passes The app allows flyers to check-in, use e- boarding passes, receive text alerts, rebook and cancel flights, and share flight details with family/friends.
  • 23. Some Examples of Mobile Apps & Marketing
  • 24. GE Find the right bulb with GE’s Moodometer
  • 25. Regus Mobile professionals find office space worldwide with Regus augmented reality app Users can locate and schedule a viewing at any Regus global network office center. The app features search filters, maps, turn-by-turn directions, and augmented reality overlays of location and distances on real-time views.
  • 26. Mountain Dew Consumers Vote Nationwide for the next Mountain Dew flavor via text Consumers entered to win years supply and new flavor launch party Consumers sample 7 new flavors and text the number of their favorite to 99702 Consumers reply to text with any comments. 38% response System captures all comments Facebook Twitter Integration
  • 29. Digital Jungle Fast Facts •  Socially Led, digital marketing specialists •  Global reach •  Offices in Beijing, Shanghai, Hong Kong, Sydney •  Spun out of SinoTech Group in 2011
  • 30. World Class Digital Marketing Experience •  Delivering digital strategy and execution services: –  Customer and competitor insight –  Digital strategy –  Social Media Marketing –  Search Engine Marketing –  Affiliate Marketing –  Media Buying •  We work for global and domestic organisations, across various market sectors, helping our clients: –  Engage with their key audiences –  Transform their business –  Maximise growthMarketing
  • 31. Our Commitment The mission of Digital Jungle is to help our clients improve their business position and gain real value from their digital marketing investments Through our expertise in social media digital marketing programs and the application of search, affiliate and online marketing, we commit to: • Driving incremental direct revenue Dr Matt McDougall, CEO, Digital Jungle • Generating ROI unrivaled by traditional media • Protecting your online reputation • Increasing your market share over your competitors • Building your brand awareness We look forward to working with you.
  • 32. Thank You! Dr  Mathew  McDougall|  maD@digitaljungle.com.cn Follow  on  TwiDer   Email   @digitaljunglecn   info@digitaljungle.com.cn   Connect  on  Linkedin   Presenta.ons  on  SlideShare   www.linkedin.com/company/digital-­‐jungle   www.slideshare.net/digitaljungle     Community  on  Facebook   Website   www.facebook.com/digitaljungle   www.digitaljungle.com.cn