Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
INSIDE THE OF 
IN CHINA 
What is mobilizing them, and how to 
get them to spend with you 
David Porter 
Media Director, No...
2013 
Yesterday
Fit to brand 
Simpler
•2014 
Today
Complex 
Fit to consumer
104 mins 74 mins 
100 mins 
Out of 5.8 hours 
daily media consumptions 
Opportunity is bigger 
e. 550+ mm 
Mobile internet...
7 
MOBILE 
Source - Mat t Turck (@mattturck) and ShivonzZills (@shivonz) 
MOBILE 
ECOSYSTEM 
CONFUSING 
AND CHAOTIC
8 
SOCIAL 
SOCIAL 
LANDSCAPE 
MORE CONFUSING 
AND CHAOTIC 
Source - Mat t Turck (@mattturck) and ShivonzZills (@shivonz)
9 
Source - LUMA Partners LLC 2014 
DATA 
DATA 
LANDSCAPE 
EVEN MORE 
CONFUSING 
AND CHAOTIC
10 
MOBILE SOCIAL DATA 
MOBILE, SOCIAL, 
DATA 
MISSION 
IMPOSSIBLE? 
Source - Mat t Turck (@mattturck) and ShivonzZills (@...
What do you really want? 
How can we help you better? 
11 
How do I navigate this madness? 
How do I find my big bets? 
Ma...
In partnership with 
Inside the minds of Mobile Marketers 
What is mobilizing them ? 
21 key China mobile marketers survey...
Today 
52% 
marketers 
investing 
less than 
11% 
In next 12 months 
72% 
marketers 
want to 
significantly 
increase 
Mob...
14 
Mobile a priority; well integrated 
Strategic vision; tactical use 
No strategic vision; test and learn 
What’s my 
Ch...
15 
ENHANCE 
EXISTING 
CAMPAIGNS 
Enhance existing campaigns 
Why do I 
invest in 
Mobile 
vs other 
media ? 
74% 
INCREAS...
China Global 
2D/QR codes on packs, OOH… 
Paid Search 
Social media mobile adv 
Mobile social content or 
engagement tacti...
17 
67% 
56% 
56% 
50% 
50% 
33% 
Difficulty to measure impact 
Transparency of ad, content delivery 
Lack of best practic...
What needs 
to change in 
the next 12 
months? 
Q: If you plan to re-focus your agency support in relation to mobile marke...
Changes in need? 
Simplification 
Multiple specialists collaborating 
19 
Marketers 
Where do I Invest? 
Channel/format se...
PEOPLE PARTNERSHIPS INTEGRATION 
20 
What are we doing to mobilize our brands? Investing heavily into
Thank You 
David Porter Nishtha Mehta
Upcoming SlideShare
Loading in …5
×

Inside the minds of mobile marketers in china mma china nishtha mehta (phd) & david porter (unilever) key note

1,294 views

Published on

For the first time on this forum, the agency & their clients are coming together to share & discuss their insights and learning on what it takes to grab a chunk of the Mobile advertiser’s budget - like from Unilever.

How to get advertisers in China to shift their ¥¥ from traditional media or even from other digital media towards Mobile media which is your media, your platform. What has our China Mobile marketing experience taught us - we’d like to share in this forum and discuss in the company of great minds of Mobile advertisers in China. This will shed light on different aspects ranging from creativity to measurement to innovation.

Nishtha Mehta, consulting partner, head of mobile capability for PHD China and David Porter, media director for Unilever North Asia come together to discuss this.

The research findings here have been supported by the world federation of advertisers (WFA).

Published in: Marketing
  • Be the first to comment

Inside the minds of mobile marketers in china mma china nishtha mehta (phd) & david porter (unilever) key note

  1. 1. INSIDE THE OF IN CHINA What is mobilizing them, and how to get them to spend with you David Porter Media Director, North Asia Nishtha Mehta Consulting Partner
  2. 2. 2013 Yesterday
  3. 3. Fit to brand Simpler
  4. 4. •2014 Today
  5. 5. Complex Fit to consumer
  6. 6. 104 mins 74 mins 100 mins Out of 5.8 hours daily media consumptions Opportunity is bigger e. 550+ mm Mobile internet user 430+ mm Desktop internet user 270+ mm Laptop internet user Source: CNNIC, July 2014 Decision Fuel, Jan 2014
  7. 7. 7 MOBILE Source - Mat t Turck (@mattturck) and ShivonzZills (@shivonz) MOBILE ECOSYSTEM CONFUSING AND CHAOTIC
  8. 8. 8 SOCIAL SOCIAL LANDSCAPE MORE CONFUSING AND CHAOTIC Source - Mat t Turck (@mattturck) and ShivonzZills (@shivonz)
  9. 9. 9 Source - LUMA Partners LLC 2014 DATA DATA LANDSCAPE EVEN MORE CONFUSING AND CHAOTIC
  10. 10. 10 MOBILE SOCIAL DATA MOBILE, SOCIAL, DATA MISSION IMPOSSIBLE? Source - Mat t Turck (@mattturck) and ShivonzZills (@shivonz) | / LUMA Partners LLC 2014
  11. 11. What do you really want? How can we help you better? 11 How do I navigate this madness? How do I find my big bets? Marketers Agencies, Publishers
  12. 12. In partnership with Inside the minds of Mobile Marketers What is mobilizing them ? 21 key China mobile marketers surveyed End July 2014
  13. 13. Today 52% marketers investing less than 11% In next 12 months 72% marketers want to significantly increase Mobile spends - % of my digital spends Q: What % of your total China interactive marketing budget is dedicated to mobile marketing (2014)? Source: WFA survey, PHD China & OMD China clients, July 2014 48% marketers investing more than 11%
  14. 14. 14 Mobile a priority; well integrated Strategic vision; tactical use No strategic vision; test and learn What’s my China Approach? 20% 35% 45% Global 4% 57% 39% Q: Which of the following sentences best describes how your company approaches mobile marketing? Source: WFA survey, PHD China & OMD China clients, July 2014
  15. 15. 15 ENHANCE EXISTING CAMPAIGNS Enhance existing campaigns Why do I invest in Mobile vs other media ? 74% INCREASE CONSUMER ENGAGEMENT & DIALOGUE CREATE 74% EXCITEMENT WITH INNOVATIVE TACTICS 68% PROVIDE BETTER DRIVE AUDIENCE STRONGER TARGETING RESPONSE Place, Time 63% (coupons 47% ENHANCED MY click to call) CUSTOMER RELATIONSHIP STRATEGY63% Q: Which are the MAIN REASONS you invest in mobile vs other media? (tick all that apply) Source: WFA survey, PHD China & OMD China clients, July 2014
  16. 16. China Global 2D/QR codes on packs, OOH… Paid Search Social media mobile adv Mobile social content or engagement tactics Mobile Video Mobile web landing page with promotions 84% 79% 68% 68% 53% 53% 88% 88% 83% 79% 75% 63% Mobile Display Paid Search Mobile Video Social media mobile adv Mobile Apps Mobile optimized site Mobile Display 47% 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. Where do I invest in Mobile ? 8. Mobile Apps 47% 7. Rich Media Mobile web landing page 8. with promotions 50% 29% Q: Which of the following have you used within your marketing communications in the past 12 months (tick all that apply) Source: WFA survey, PHD China & OMD China clients, July 2014
  17. 17. 17 67% 56% 56% 50% 50% 33% Difficulty to measure impact Transparency of ad, content delivery Lack of best practices Complexity to plan and execute Not enough proof it works Finding the right talent 1. 2. 3. 4. 5. 6. Biggest challenge preventing me Q: Which of the following are the biggest challenges preventing you from investing more in mobile marketing? (tick all that apply) Source: WFA survey, PHD China & OMD China clients, July 2014
  18. 18. What needs to change in the next 12 months? Q: If you plan to re-focus your agency support in relation to mobile marketing in the next 12 months, what changes are you likely to make? Source: WFA survey, PHD China & OMD China clients, July 2014
  19. 19. Changes in need? Simplification Multiple specialists collaborating 19 Marketers Where do I Invest? Channel/format selection Big bets, Integrate Role Mobile plays? People centric strategies Innovate, CRM, Always On What’s my Approach? Clear strategic vision Roadmap, Test & Learn Address my biggest challenges? Measurement, Transparency, Best Practices Test-Learn-Measure-Repeat Investment! Allocation ROI
  20. 20. PEOPLE PARTNERSHIPS INTEGRATION 20 What are we doing to mobilize our brands? Investing heavily into
  21. 21. Thank You David Porter Nishtha Mehta

×