Best Practices in Mobile Advertising: go 360

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360 degree advertising is a norm these days, the availability of mobile technology should put the idea into action far more easier than before. But, did you know that 360 also exist inside Mobile Advertising? This paper summarized the functionality and how you should be taking your next mobile advertising beyond placements and conversion.

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Best Practices in Mobile Advertising: go 360

  1. 1. Best Practices in Mobile Marketing Herwinto Ch. Sutantyo Head of M-Advertising XL Axiata Twitter: @gfunkerwin
  2. 2. What is Mobile Marketing? And why Mobile Advertising? Which is Mobile Marketing?
  3. 3. What is Mobile Marketing? And why Mobile Advertising? Which is Mobile Marketing?
  4. 4. The Role of XL Axiata and in Mobile Advertising CONNECTING WORLD’S BEST BRANDS & ADVERTISERS TO “MNO (MOBILE NETWORK OPERATOR)” SUBSCRIBERS SEAMLESSLY Others..
  5. 5. What it should be Mobile as catalyst for advertising & marketing activities. Reach Engagement Consumption Loyalty 360˚ MOBILE ADS
  6. 6. What it should be Mobile as catalyst for advertising & marketing activities. Reach Reach has not been Mobile Advertising strong suit despite its coverage and personalization, ultimately the cost hinders many to use it effectively. To reach 230million Indonesian x SMS Cost* = IDR 46billion/broadcast *) Assumption cost is IDR 200/SMS
  7. 7. NATIONAL WIDE COVERAGE 230 Million SUBSCRIBERS COMBINED TOP 3 GSM TELCO *based on 2012 Annual Report
  8. 8. What it should be Mobile as catalyst for advertising & marketing activities. Children 5 – 12 Teenagers 13-19 Youth & Young Executive 20-25 Wife of household 25-30 More Mature Woman 30+ 915.646 10.596.701 17.634.062 4.376.713 4.630.036 TOTAL AUDIENCE 38.153.158 3 GSM MNO REACH IN MAJOR INDONESIAN CITIES* Now you can shop and pay while in a bus on the way home *) Jabodetabek, Bandung, Yogyakarta, Semarang, Malang, Surabaya, Bali, Medan, Padang, Pakanbaru, Lampung, Ujung Pandang, Manado, Palangkaraya, Banjarmasin, Aceh, Kendari
  9. 9. What it should be Mobile as catalyst for advertising & marketing activities. AGE GROUP MOST SUBSCRIBERS Youth 20-25 years old Teenagers 12-19 Kids 5-12 Youth 20-25 Wife of households 26-30 More mature woman >30
  10. 10. What it should be Mobile as catalyst for advertising & marketing activities. ARPU GROUP TOP ARPU 0-100.000 0-50.000 46,558,966 > 100.000 4,364,165 50.001- 100.000 11,198,399
  11. 11. What it should be Mobile as catalyst for advertising & marketing activities. Engagement The real power of Mobile Advertising lies in its ability to engage consumer personally. Taking this function with great creativity could boost the whole advertising campaign. To: 2000 KPU_update info JKN Interactive SMS Ads Mobile Coupon To: 2000 KPU_update info JKNhttp://m.freeburger.com/
  12. 12. What it should be Mobile as catalyst for advertising & marketing activities. Consumption This was none existence until now. With Mobile Banking, Mobile Wallet, Mobile Credit Card and today new services emerging as end-to-end Mobile Commerce, consumption through mobile is immediate. Integrated Mobile Commerce Now you can shop and pay while in a bus on the way home
  13. 13. What it should be Mobile as catalyst for advertising & marketing activities. Loyalty Loyalty gave birth to Mobile Advertising. This is the most used function of mobile advertising by many sectors especially in Banking & FMCG. Ikuti Contrexyn Bunda PEDE. Ketik CBP (spasi) Nama(spasi)noHP(spasi) Nama toko beli Contrexyn. Kirim ke 2000. Gratis 3000 pengirim pertama dapat pulsa 5000.
  14. 14. What it should be Mobile as catalyst for advertising & marketing activities. Mobile Loyalty Multi Devices, Multi OS, run on basic and advance network. Affordable and customizable.
  15. 15. Mobile Marketing Framework The Better Version
  16. 16. MOBILE AUDIENCE BRANDS OWNER Others.. PUBLISHERS & TELCO TELCO X XL AXIATA PUBLISHER Y MOB ADS PLATFORM Engagement & Creative Ideation Audience Profiling Loyalty & Reward Scheme Consumption Fulfillment Mobile Marketing Framework
  17. 17. Retaining Consumer Behaviours Can define future sales strategy Managing consumer expectations Etc. Profiling Data Increase Revenue Increase Consumptions Increase Production Better Distribution Etc. Up Selling Brand Loyalty program Consumer Appreciation Community Building Membership Program Strengthen Brand Loyalty Capability to define dynamic campaign interactive scenario for Brand customer Better deliver for the right offer to the right consumer. Brand Engagement Tools: LBA Broadcast Blast Off-Deck Promotion Ads Banner Ads TV Ads Brand Awareness Mobile Marketing Framework
  18. 18. Mobile Marketing Framework : Case Study Target Audience Gender Female Age Group 25 – 35 ARPU (SES) All Location Nationwide Handset All To: 2000 KPU_update info JKN Pop Mie 3 TELCO SMS & UMB Campaign Pop Mie Get Lucky February 2013 Result - 1, 6 Mio Registered Profiles - Over 4Mio Redemption - Sales increase 50%
  19. 19. Mobile Marketing Framework : Case Study BRAND CONSUMER INTERACTION Interactive Mobile Campaign DB Analytical Profile Sample Data Analytical Profile Data Mining Key advantage in Mobile Engagement Campaign
  20. 20. Mobile Marketing Framework : Case Study Reward campaign Pesta Hadiah Unilever Interactive Campaign Kumpulkan Point Unilever Blast Campaign Blast Ades -> 300 Rupiah SMS Redeem Campaign Ades -> 300 rupiah USSD Web Blast Campaign Blast 1 Giga Free MMS Redeem Campaign 1 Giga Free USSD Web Blast Campaign Blast Pepsodent -> 100 Point SMS Redeem campaign 100 point -> Pepsodent& Molto USSD Web "Hixxx,Andaberhakmendapatkan1 buahAdesdenganharga300rupiah denganmenujukan"kupon"inike 7Eleven" "Hixxx,Andamendapatbonuspaket data1GigabyteyangdapatAnda pakaipadamalamini "Hi xxx, Anda diskon 30% untuk product Pepsodent & Molto dengan menukarkan 50 point di semua Alfamart (untuk 500 org pertama )” Cross Selling in Mobile Campaign is easily implemented
  21. 21. • MALE, Football Lover • Basic and Feature phone • Jakarta, Bandung, Makassar, Bali, Surabaya • ARPU <500.000 • 18-35 yo Incoming Call 6000 EndAnswer Invite Through mobile We give the a really personal message An invitation by phone call & SMS from their local soccer champion 21 SENDER AIB Ayo Indonesia Bisa. Dukung atlet jagoan mu dg cara lbh nyata. Tunggu kejutan dari mereka hanya khusus di HP kamu! SENDER AIB Terimakasih atas dukungan kamu. Ayo dukung jagoan kamu terus. Ayo Indonesia Bisa! SENDER AIB Sudah di telepon oleh jagoanmu? Dukung mereka dg ketik NAMA_NOHP_ALA MAT_KODEUNIK (di kemasan CLEAR) ke 2000. GRATIS! 3 Period Maret-April 2013 RESULTS Push Call : 200 K user , 11 % user response Interactive SMS : 500 redemption Interstitial Banner : 41,257 Clicks Mobile Marketing Framework : Case Study Clear AIB PUSH CALL & INTERACTIVE SMS
  22. 22. Football Lover Users who come to GBK every Weekend Users who attend MU vs INA national team match Users who access football website Incoming Call 6000 Mobile Marketing Framework : Case Study Clear AIB PUSH CALL & INTERACTIVE SMS
  23. 23. Campaign Objectives Increasing sales by giving digital reward : Agnes Monica newest single Result SALES INCREASE 40% Gratis download lagu terbaru Agnes Monica, dapatkan sekarang dengan membeli produk Kapal Api di HPM KARAWACI S&K berlaku Key Success: • Location selection • Artist Fans attraction XL Target Delivered Delivery rate % SMS Profile 109,358 92,156 84% SMS LBA 408,868 225,471 55% Mobile Marketing Framework : Case Study Kapal Api LBA & Interactive SMS using Unique Code inside Kapal Api
  24. 24. 360˚ Mobile Marketing & Advertising Brochure Billboard TV Voice Web SMS Social Communitie s Printed on product Application USSD MMS Social Communities Web USSD MMS Voice SMS 360⁰ ADS/ PLATFORM
  25. 25. Mobile Marketing 24H Engagements 06:00 Wake-up 20011231 USSD typing QR Code – reader Get 1 Point 07:00 Shower 20011231 USSD typing QR Code – reader Get 1 Point Ads Wallet Unilever poin : 20 Indofood poin : 2 Map poin : 0 Bluebird poin : 0 08:00 Breakfast MOBILE MARKETING 24hours BRAND ENGAGEMENTS TOUCHING EVERYDAY ACTIVITIES
  26. 26. Mobile Marketing Engagements: Simplicity Additional Opt-In via IVR 1. Age 2. Location 3. MSISDN 4. Etc.
  27. 27. Mobile Marketing Framework Do • Rewards should be tempting and relevant to content. • Cross-Industry rewards/gifts work better. Telco <> FMCG, FMCG<>Music • Clear & Simple Mechanics for Interactive. 3 Clicks Rules apply • Monitor & Optimize Campaign at all times, make alteration to materials, targeting & time of delivery when possible. • Use either Provocative or Meaningful and Personal communication message • Use timing to your advantage, be relevant Don’t • Direct Sell • Complicated Customer Journey: Go to X location to get gift after sharing to FB • Confuse the Message, stick to 140 chars (allow +20 chars for instructions) • Abuse the Channel. Spamming can backfire • Benchmark with other media, Mix the media to your mobile advantage.
  28. 28. Mobile Marketing Summary Reach Engagement Consumption Loyalty 360˚ MOBILE ADS • Use 360 approach in Mobile Marketing and Mobile Advertising in particular • Try to mix between media channels with interactive and engagement tools in Mobile • Keep Mobile Marketing campaign simple, contextual, meaningful with good customer journey • Provide direct reward/gift should the campaign require it. • Take the advantage of Data Mining capabilities in Mobile Marketing • Utilize wide range of Mobile tools to increase engagement and persuasion, not reach. • Focus on great Story Telling not Selling.
  29. 29. Thank You Reach me at: E. herwintoc@xl.co.id T. @gfunkerwin AdReach W. xladreach.com T. @xladreach

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