Douglas Nicol, Founder & Creative Partner, On Message, presented on Getting The Message: Reaching Consumers in a Mobile World at Mumbrella Travel Marketing Summit.

1. The first specialist Messaging
Marketing Agency in Australia

2. 1Q124Q11
0
0.5
1
1.5
2
2.5
4Q12 1Q13 4Q13 1Q14
Monthly Active Users For Top 4 Social Networks* and Messaging A
Big 4 Social Networks
4Q14
Source: Companies, BI Intelligence
@onmsgme
Messaging Platforms
have taken
over traditional
social platforms.
Big 4
Messaging Apps
Big 4
Social/Networks
3,500
3,000
2,500
2,000
1,500
1,000
500
0
4Q
11
1Q
12
2Q
12
3Q
12
4Q
12
1Q
13
2Q
13
3Q
13
4Q
13
1Q
14
2Q
14
3Q
14
4Q
14
1Q
15
2Q
15
3Q
15
Millions
Messaging Apps have surpassed Social Networks

3. DRAG AND DROP DETAIL IMAGE HERE
MAKE SURE ITS HI RES
AND SHOWCASES THE PROJECT!
DATAFICATION ANALYTICS ON MESSAGING PLATFORMS IN AUSTRALIA
THE RESEARCH
METHODOLOGY
Battery use
analytics across
over 100 users
Facebook Messenger
Berta Survey Bot
Survey data on
2,491 Australians
Representative sample
Census data overlay
Academic support by Suresh Sood,
UTS Advanced Analytics Institute
40 user
interviews
across all
age groups
Road tested the
responsiveness and
content quality of
30 leading brands

4. 67%
33%
ACTIVE USERS
IN AUSTRALIA
10.5M
2016
2017
It’s a scale
opportunity
Australia:
Messaging Apps 2017
3.4M
use messaging
apps as
PRIMARY form
of contact
4.3M
use messaging
apps as
PRIMARY form
of contact

5. % who use any
messaging platform
as primary method
of contact
Age
15 25 35 45 55
5
15
25
35
45
55
65
33%
average
65+
15–19
54%
55+
12%
The M wave is coming

6. Whole Foods Market
@onmsgme
Messaging apps
HAVE FAST
become the second
home screen.

7. 3.3M Users
2 1
8.8M Users
3
2.8M Users
@onmsgme
Messaging app
leaderboard:
Australia

8. Q: Which messaging apps do you use?
Rank App Users
#
4 2.7M
#
5 1.6M
#
6 852K
#
7 588K
#
8 492K
#
9 455K
#
10 137K
Skype
Viber
Google
Hangouts
WeChat
Line
Kik
Slack
@onmsgme
Messaging app
leaderboard:
Australia long tail

9. SMS
25%
EMAIL
24%
FACEBOOK
NEWSFEED
12%
VOICE CALL
45%
Messaging Apps stealing attention
Messaging app channel steal: All users

10. Q: When have you used messaging apps?
A: Toilet, Wake up, Commuting, At work, After work, Mealtimes, While out, In bed and Whenever I get a message
17% OF AUSTRALIANS
HAVE A CLINICAL ADDICTION TO THEIR MESSAGING APPS
Snapchat and WeChat are the most addictive
IT’S THE NEW ADDICTION
Australia: All users

11. Q: When have you used messaging apps?
A: On the toilet
34% OF AUSTRALIANS
USE MESSAGING APPS WHILE ON THE TOILET
IT’S THE NEW ADDICTION
Australia: All users

12. Emojis 58% 75%
Stickers 23% 29%
Videos 24% 23%
GIFs 20% 17%
Photos 64% 70%
Filters 5% 7%
Links 27% 26%
Other 7% 5%
Australian men comfortable
with Emojis

13. Native SMS
Travel &
transport
Messaging
(Avg)
Financial Retail Social
Health &
fitness
Source: Kahuna Mobile Marketing Index
Percentage of consumers that turn on notifications
82% 78% 77% 65% 50% 42% 35%
SMS (native, iMessage and Android) has a high opt-in rate in general across all the regions:
86% in US, 82% in Europe and 77% in Asia, respectively.
It’s an always on opportunity
Most customers keep notifications on for messaging apps

14. @onmsgme
Conversations
Memory
Personalisation
Personality
Transactions
Multimedia
Response
Contextual
8 Things a bot
is good at

15. MEET LIONEL FROM
ING DIRECT
ING Direct customers get fee free
ATM access and Lionel is here to
help you find your nearest ATM.
With Australians paying $520m
every year on ATM fees, Lionel
helps cement this benefit in the
minds of customers.
Built on Facebook Messenger, this
is phase one of many services
Lionel will offer customers
Customer Utility

16. MEET MUMS BEST
FRIEND
Children Panadol BOT built in
Facebook Messenger has a large
amount of content to support
mums of the journey of the first 5
years of their childs life
From feeding techniques, to
bottle hygiene and childhood
illnesses this BOT is always there
for mums and dads.
Brand engagement

17. MEET THE FUJITSU
COOL BOT
Make choosing the right air con
for your home has never been
easier with this Cool Bot that
takes you step by step through
initial product selection and then
connects you with a local dealer
Built on Facebook Messenger this
BOT is the new face of lead
generation
Sales lead generation

18. The travel category chatbot rankings

19. Skyscanner

20. Kayak Bot

21. The first specialist Messenger
Marketing Agency in Australia