Mobile marketing part 1

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learn all there is about what constitutes of mobile marketing and how mobile is not just about ads. but much more than that.

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Mobile marketing part 1

  1. 1. Agenda Introductions Let’s List Key Challenges Introduction to Mobile Marketing Break The Campaigns
  2. 2. Stuff we won’t talk about SMS Marketing Augmented Reality Social Local Mobile / Proximity Marketing Mobile Payments/Device
  3. 3. The Benefits of Mobile
  4. 4. Notice the fine line
  5. 5. Assets Vs Media
  6. 6. Media Reach (you know this) 5,917,400 3,658,400 3,680,427 365,528 539,000 500,000 Sunday Times StarHub Cable StarHub Max Online Internet Users Radio Mobile 3G SubscribersVarious Sources including Neilsen, Mindshare Data, SingStat.
  7. 7. Reading Magazines /Newspapers 33 minutes Listening to Radio 52 104 Using mobile minutes minutes (ex SMS/calls) THE AVERAGE MOBILE WEB USER IN SINGAPORE CONSUMES 6 HOURS OF MEDIA PER DAY 80 minutes Watching TV 81 minutes Online via desktop/laptopSample size: n =925. inMobi & Decision Fuel
  8. 8. 11% In the bathroom 15% 10% in a 18% Spending Shopping meeting or classtime with family 60% Lying in bed 29% While watching TV 48% Waiting 12% social for something event 26% Commuting For Singaporeans, mobile web time is “me” time: it’s usually a personal rather than a shared media experience
  9. 9. WHICH2FORMSOFMEDIAMOSTIMPACTYOURPUCHASINGDECISIONS?
  10. 10. Given the paucity oftime and fastchanging landscape,users want to knowthe latest beyondthe morning newspaper.E-paper is not farfrom being a fullreality.
  11. 11. Media Usage is29% not independent –of consumers in there isSingapore multi- significanttask while dual screenwatching TV behavior
  12. 12. Why are people using mobile while watching TVSource: On Device Research, ID, June 2011* Mobile commerce defined as researching or purchasing products and services via the mobile internet.
  13. 13. Google Multi Screen Research, August 2012
  14. 14. So Why Haven’tMarketers Embraced it?
  15. 15. The Reasons Why Engagement Rates CPM CTR Dwell Time Lack of Device Friendly Measurability Disbelief I Don’t Know content
  16. 16. “We all have possibilitieswe dont know about. Wecan do things we donteven dream we can do.” - Dale Carnegie
  17. 17. Mobile will act as the on/offline connector bytransforming traditional channels into new points of sale
  18. 18. Mobile Ads
  19. 19. Type of Ads You Can Do
  20. 20. Important Differentiator Mobile Ads are, like how…TV IS NOT JUST RADIO WITHPICTURESWEBSITES ARE NOT JUSTBROCHURES YOU CLICKMOBILE DEVICES ARE NOT JUSTLITTLE COMPUTERS
  21. 21. You don’t target device, You Target a PersonWho does this, this, and this…
  22. 22. Used it for ‘Branding’ & ‘App’ downloads
  23. 23. The Mobile Web & Mobile YouTube TruView on Youtube Mobile
  24. 24. Example of Integration
  25. 25. BBC Live Callhttp://edgy.sproutbuilder.com/load/VQAfYhUBOh4HWTxj.w.html
  26. 26. Lux - Gamification
  27. 27. McDonalds –Local WeatherBased Ads
  28. 28. Close Up Experience Zone
  29. 29. QR Codes
  30. 30. While QR Codes Awareness/Adoption Rate havegrown Success of QR Code scan depends on Where & What the code offers.
  31. 31. The QR Code Growth StorySource: Nellymoser.
  32. 32. Advertisers in Singapore Now in its 3rd publication, they see about 100 ~ 150 orders per week.
  33. 33. Courts Mobile Only Offer
  34. 34. Coca Cola – QR CodesDuring Euro 2012 TournamentThe codes are connecting users to a seriesof exclusive videos around the event.People can also download the ‘SmileWorld’app, Coke’s new mobile social network.
  35. 35. QR Code in a RestaurantHarrys Bar - QR code bar messaging Using QR code to get app downloads and connecting people in the bar is classic as well as well received by the audience. http://www.youtube.com/watch?v=Dj_OC00qgUQ
  36. 36. Singapore Success Story 2 (2011) PayPal’s QR code campaign with SMRT from February till April this year enabled an average of 500 transactions per 10,000 scans by Singaporean commuters, equivalent to a 5 per cent customer conversion rate, which is higher than the average direct email response rate of 1.7 per cent. http://www.youtube.com/watch?v=7rOQm3Y8_1Q
  37. 37. Singapore Success Story 3 (2011) Gamification of a different level using QR Codes and Social. http://www.youtube.com/watch?v=TfPudfesaxo
  38. 38. Improving QR Code UtilizationIntegrate Apps with Ads QR Scan
  39. 39. Avoid QR Implementations such as …
  40. 40. Golden Rules of QR Codes• Serve a business objective• Add value for the user• Provide contextual assistance • e.g. link to get a reader app, call-to-action, barcode alternative, etc.• Test to ensure codes are scannable
  41. 41. Mobile Apps
  42. 42. The Mobile App Lifecycle
  43. 43. Top Apps are Seldom Owned by Brands
  44. 44. Apps – Life on the shelf…Sunsilk Academy Fantasia Carte d’Or Knorr Arabia
  45. 45. Mobile Search
  46. 46. The Mobile Search Trend90%80% Mobile 25%70%60%50%40%30%20%10% PC0% 75% 11-Oct 11-Nov 11-Dec 12-Jan 12-May 12-Jun 11-Sep 12-Feb 12-Mar 12-Apr 12-Jul 12-Aug Mobile PC
  47. 47. Stuff you can do on Mobile Search
  48. 48. Mobile is going to be Hyperlocal Website or mSite Contact Center Retail Location
  49. 49. Though Mobile Search is no longer Cheap Mobile CPC’s (Singapore) Mobile Tablet Jan Feb Mar Apr May Jun Jul Aug Sep Mobile CTR’s (Singapore) Mobile Tablet Jan Feb Mar Apr May Jun Jul Aug Sep
  50. 50. mCommerce
  51. 51. The Landscape SnapshotThe median spend per head formobile shoppers increased fromS$93 (US$73) in 2010 to S$354(US$279) in 2011. There were880,792 Singaporeans whomade a purchase through amobile device in 2011, comparedto 364,390 in the previous year.
  52. 52. Crowd Sourcing
  53. 53. Crowd-source Using MobileBite-size Surveys to get instant results from users
  54. 54. mLoyalty &mCoupons
  55. 55. Mobile Loyalty ProgramsAre Changing CRM Landscape
  56. 56. The iOS 6 Passbook Feature

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