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Webinar Series

Mobile Campaign Execution
17Jan, 2014

Sponsored by:

Supported by:
1
About the MMA
As the premier global trade association dedicated to accelerating the
transformation and innovation of marketing through mobile, the MMA
represents the entire marketing ecosystem and brings together over 700
organizations globally, allowing us to facilitate connections, deliver insight
and drive impactful action for our members and the industry at large
For more information about membership email: membership@mmaglobal.com
or visit http://www.mmaglobal.com/member-center/benefits

INSIGHTS:
Access a world of insights through our white papers, articles and case
studies. Support your mobile agenda and ensure mobile readiness

CONNECTIONS:
Interact with passionate leaders and stay on the cutting edge. Boost
your business and career by connecting with the people that matter

IMPACT:
Influence industry frameworks, standards, guidelines and best
practices. Join the industry initiatives that shape the future of mobile

2
Presenters
Tran Thi Lan Thanh
CEO
Goldsun Focus Media

Nguyen Dang Ngoc
Managing Director
Admicro

Moderator
Phan Bich Tam
Country Manager
Mobile Marketing Association
3
Todays Agenda
1. Key Success Factors of Mobile Campaign
2. Mobile Technology, Mobile Solution & Mobile
Measurement
3. A case study with a major brand showing how
mobile integrated in the marketing mix

4
Put Your Questions

Share your
thoughts

5
From the Explosion of Mobile

The 7th mass media

TV
OOH
Print
Cinema
Radio
Internet
Mobile
6
From the Explosion of Mobile

Increasingly

connected
mobile world
7
From the Explosion of Mobile
“By 2017,
Mobiles and Tablets
will higher than PC
Wordwide by

5:1”

8
From the Explosion of Mobile
Asia will be > half
of the world’s mobile
activity

9
From the Explosion of Mobile
Huge impact on

Consumer Behavior &
Access To
Opportunities

10
Key Finding
• All roads lead to Mobile Devices
• Mobile is as a Connector

11
1
Key Success Factors of Mobile Campaign
•
•

Integration with other channels
Build strong internal mobile capability

12
Integration with other channels
Define
the role
of
mobile
in paid,
owned,
earned
media

13
Integration with other channels

A connector through the consumer journey joining up the
various touch points as we plan
14
Integration with other channels

Across
various stages
of consumer
journey
15
Build up a strong internal mobile
capability
 Develop Internal Mobile Capability
 Build Audience for Brand
 Leverage Mobile Technology

16
Develop Internal Mobile Capability
Build up Brand
Mobile Assets
• Mobile asset audit
• Mandate
minimum mobile
assets on all
campaigns
•WAP site, Youtube,
Facebook

Development
framework with
key partners
• Identify your key
partners
• Search & Social
strategy
• Mobile Training
sessions

Research to
Evidence Mobile
effectiveness
• Mobile research
• Mobile brand
studies
• Full Mobile
Advertising and
Tracking

17
Build Audience for Brand
Develop
Smartphone and
Feature Phone
Strategy
• Build consumer
journey around
phone type
• Focus on Rich
Media and Apps for
Smartphones
• Ensure minimum
WAP assets for
Feature phones

Drive Mobile for
Rural
• Develop SMS
strategy
• Build Mobile CRM
database
• Voice activated
technology

Mobilize ATL
• Exploit connected
OOH using QR and
AR
• URL on all TVCs
and search activity
phased with spot
plan
• Connect TV
audiences through
SMS

18
Leverage mobile technology
Shopper
Marketing
• In store on shelf
activations
• Location based
adveritsing
• Mobile
executions at POS

Ecommerce
• Vouchering
• Mobile sales
• Mobile Shopping
Apps

Campaign
planning
• Day Part
Targeting
• Behavioral
Targeting
• AR
• Rich media
• NFC activation

19
2
Mobile Technology
Mobile Solution
Mobile Measurement

20
Mobile Technology
• Subscriber targeting (365 approach)
• Dynamic design (context)
• Geo-location targeting (location base)
• Real-time report (time bound)
• Rich media ads

21

21
Mobile Solution

22
Mobile Solution

23
Mobile Solution
Landing Page
Product presentation
Special offer
Register, Log in
Review & Reccomendation
Facebook sharing
Outlet list
TVC
Other advices
Mobile Solution
Dialogue Script
1 Interact with end users

2 Gratification with gift

3 Collect Database
Mobile Solution
CRM with Sales Automation
Mobile Solution
Online to Offline
Data

Leads or contacts collected from Events,
landing page stored in CRM
E Voucher
sent out

E voucher sent out via SMS and/or Email with unique
code and offer content expire with in 30 days

Redemption

End user comes to Retail outlets to redemp
the prize either Discount % or smalll gift

Checking &
report

Sales/ PG to key in voucher code on mobile
site to validate and mark code-used

CRM & E-voucher
Mobile Measurement
• Impressions and views (Display, Video & Search)
• Actions and conversions – clicks, swipes, calls,
etc. (Performance Base: CTR, Conversion rate)
• Brand lift (Brand connect, Brand trial, Brand loyalty)
• ROI (compare to TV with CPM, CTR and conversion rate)

28

28
Mobile Measurement
•Target consumers
•Profiles your
messages

Target

Engage
•Drive different
conversation
•Develop
interactive brand
relationships

•Build loyalty
•Improve retention
active purchase…

Generate
•Increase ROI
•Drive cross-sell
•Collect customer
knowledge

Convert

Click to Landing Page

User is taken to a mobile website

Click to dld. coupon

Device downloads discount coupon

Click to Video Play

Video plays on device

Click to Call

Mobile device calls specified number

Click to Search

User is taken to a search results page

Click to Share

User shares link on social media

Click to Calendar

Mobile device stores an event date

Click to Store Locate

User is taken to a store locator map

Click to SMS

Mobile device sends SMS shortcode

Click to Buy

User is taken to mCommerce store
29
3
A case study with a major brand
showing how mobile integrated in
the marketing mix.

30
Advantages of Mobile Advertising Over Television Advertising
•

Must have.
– Mobile devices are connection to everything.
– 75% people choose mobile phone when asked
to choose between mobile phone and wallet.

•

Always on.
– Become the primary way to consume data
and media.
– Access the target audience anytime and
anywhere.

•

Deep Engagement.
– Interactive.
– Accurate targeting: by location, age, gender...

•

Proof in Results.
– Measurement.
– Improved KPI.
Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hosted
With less and less people turning in to traditional TV, Coca-Cola
Hong Kong set out to transform the traditional TV experience in
the new digital age with its highly successful summer
promotion campaign “Chok! Chok! Chok!”. “Chok!”, meaning
rapid motion, is the latest slang word used by Hong Kong teens.
Riding on the popularity of this new slang word, we created a
smartphone app to let teens catch tumbling bottle caps straight
from the TV screen to win instant prizes, successfully turning a
traditional TVC into Hong Kong and Asia’s first ever interactive
gaming promotion.

 Clip: http://admicro.vn/mobile/chok.mp4
Download the app

See the commercial video on TV

Chok your phone for the magical - 1200 angle
Result:
-

After one day launched: No.1 local App Store.

-

Downloaded over 390,000 times within one
month.

-

Never before had a branded promotional app
gained such a high ranking.
Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hosted
While many car companies have made compelling
mobile and tablet ads, one of the best campaigns was
actually a fake car ad.
Bradesco, a car insurance provider, put ads in iOS
magazine apps (on both mobile and tablet) that looked
like a traditional spread for a luxury car brand. The
catch came when people swiped their finger across the
screen to turn the page, causing the car to crash.
The tagline for the Cannes Lion-winning spot:
“Unexpected events happen without warning. Make a
Bradesco car insurance plan.”
Clip: http://admicro.vn/mobile/fakead.mp4
Moving Forwards

Omnipresence
Interactive
Content &
Ease of Action

Detailed
Analytics &
Reduced
targeting
errors

Mobile technology

Professional
Creative
Agency

Effective
mobile
advertising
campaigns
Key Takeaways
• Marketing strategy must include mobile
strategy
• Build up mobile capability to your
corporate
• Must take mobile experience

39
Upcoming MMA Webinar
26 Feb, 2014
Mobilize Your Customers Through the
Purchasing Funnel

40
Additional Resources
SmartBrief click here
Mobile Smart Fundamentals click here
LinkedIn Group click here
Twitter click here
MMA Online: Committees at Work click here
MMA Online: Webinar Archive click here
MMA Online: White Papers click here
41
MMA Vietnam Members Include

42
Thank You

ADDITIONAL RESOURCES

• Learn more about MMA Webinar
http://www.mmaglobal.com/events/other/webinars

Sign up for the MMA
SmartBrief:
www.smartbrief.com/m
ma

Search for partners or get listed at the
Mobile Marketing Industry Directory:
www.mobilemarketingindustrydirectory.co
m

43
MMA Members Include

44
MMA Members Include

45

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Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hosted

  • 1. Webinar Series Mobile Campaign Execution 17Jan, 2014 Sponsored by: Supported by: 1
  • 2. About the MMA As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits INSIGHTS: Access a world of insights through our white papers, articles and case studies. Support your mobile agenda and ensure mobile readiness CONNECTIONS: Interact with passionate leaders and stay on the cutting edge. Boost your business and career by connecting with the people that matter IMPACT: Influence industry frameworks, standards, guidelines and best practices. Join the industry initiatives that shape the future of mobile 2
  • 3. Presenters Tran Thi Lan Thanh CEO Goldsun Focus Media Nguyen Dang Ngoc Managing Director Admicro Moderator Phan Bich Tam Country Manager Mobile Marketing Association 3
  • 4. Todays Agenda 1. Key Success Factors of Mobile Campaign 2. Mobile Technology, Mobile Solution & Mobile Measurement 3. A case study with a major brand showing how mobile integrated in the marketing mix 4
  • 5. Put Your Questions Share your thoughts 5
  • 6. From the Explosion of Mobile The 7th mass media TV OOH Print Cinema Radio Internet Mobile 6
  • 7. From the Explosion of Mobile Increasingly connected mobile world 7
  • 8. From the Explosion of Mobile “By 2017, Mobiles and Tablets will higher than PC Wordwide by 5:1” 8
  • 9. From the Explosion of Mobile Asia will be > half of the world’s mobile activity 9
  • 10. From the Explosion of Mobile Huge impact on Consumer Behavior & Access To Opportunities 10
  • 11. Key Finding • All roads lead to Mobile Devices • Mobile is as a Connector 11
  • 12. 1 Key Success Factors of Mobile Campaign • • Integration with other channels Build strong internal mobile capability 12
  • 13. Integration with other channels Define the role of mobile in paid, owned, earned media 13
  • 14. Integration with other channels A connector through the consumer journey joining up the various touch points as we plan 14
  • 15. Integration with other channels Across various stages of consumer journey 15
  • 16. Build up a strong internal mobile capability  Develop Internal Mobile Capability  Build Audience for Brand  Leverage Mobile Technology 16
  • 17. Develop Internal Mobile Capability Build up Brand Mobile Assets • Mobile asset audit • Mandate minimum mobile assets on all campaigns •WAP site, Youtube, Facebook Development framework with key partners • Identify your key partners • Search & Social strategy • Mobile Training sessions Research to Evidence Mobile effectiveness • Mobile research • Mobile brand studies • Full Mobile Advertising and Tracking 17
  • 18. Build Audience for Brand Develop Smartphone and Feature Phone Strategy • Build consumer journey around phone type • Focus on Rich Media and Apps for Smartphones • Ensure minimum WAP assets for Feature phones Drive Mobile for Rural • Develop SMS strategy • Build Mobile CRM database • Voice activated technology Mobilize ATL • Exploit connected OOH using QR and AR • URL on all TVCs and search activity phased with spot plan • Connect TV audiences through SMS 18
  • 19. Leverage mobile technology Shopper Marketing • In store on shelf activations • Location based adveritsing • Mobile executions at POS Ecommerce • Vouchering • Mobile sales • Mobile Shopping Apps Campaign planning • Day Part Targeting • Behavioral Targeting • AR • Rich media • NFC activation 19
  • 21. Mobile Technology • Subscriber targeting (365 approach) • Dynamic design (context) • Geo-location targeting (location base) • Real-time report (time bound) • Rich media ads 21 21
  • 24. Mobile Solution Landing Page Product presentation Special offer Register, Log in Review & Reccomendation Facebook sharing Outlet list TVC Other advices
  • 25. Mobile Solution Dialogue Script 1 Interact with end users 2 Gratification with gift 3 Collect Database
  • 26. Mobile Solution CRM with Sales Automation
  • 27. Mobile Solution Online to Offline Data Leads or contacts collected from Events, landing page stored in CRM E Voucher sent out E voucher sent out via SMS and/or Email with unique code and offer content expire with in 30 days Redemption End user comes to Retail outlets to redemp the prize either Discount % or smalll gift Checking & report Sales/ PG to key in voucher code on mobile site to validate and mark code-used CRM & E-voucher
  • 28. Mobile Measurement • Impressions and views (Display, Video & Search) • Actions and conversions – clicks, swipes, calls, etc. (Performance Base: CTR, Conversion rate) • Brand lift (Brand connect, Brand trial, Brand loyalty) • ROI (compare to TV with CPM, CTR and conversion rate) 28 28
  • 29. Mobile Measurement •Target consumers •Profiles your messages Target Engage •Drive different conversation •Develop interactive brand relationships •Build loyalty •Improve retention active purchase… Generate •Increase ROI •Drive cross-sell •Collect customer knowledge Convert Click to Landing Page User is taken to a mobile website Click to dld. coupon Device downloads discount coupon Click to Video Play Video plays on device Click to Call Mobile device calls specified number Click to Search User is taken to a search results page Click to Share User shares link on social media Click to Calendar Mobile device stores an event date Click to Store Locate User is taken to a store locator map Click to SMS Mobile device sends SMS shortcode Click to Buy User is taken to mCommerce store 29
  • 30. 3 A case study with a major brand showing how mobile integrated in the marketing mix. 30
  • 31. Advantages of Mobile Advertising Over Television Advertising • Must have. – Mobile devices are connection to everything. – 75% people choose mobile phone when asked to choose between mobile phone and wallet. • Always on. – Become the primary way to consume data and media. – Access the target audience anytime and anywhere. • Deep Engagement. – Interactive. – Accurate targeting: by location, age, gender... • Proof in Results. – Measurement. – Improved KPI.
  • 33. With less and less people turning in to traditional TV, Coca-Cola Hong Kong set out to transform the traditional TV experience in the new digital age with its highly successful summer promotion campaign “Chok! Chok! Chok!”. “Chok!”, meaning rapid motion, is the latest slang word used by Hong Kong teens. Riding on the popularity of this new slang word, we created a smartphone app to let teens catch tumbling bottle caps straight from the TV screen to win instant prizes, successfully turning a traditional TVC into Hong Kong and Asia’s first ever interactive gaming promotion.  Clip: http://admicro.vn/mobile/chok.mp4
  • 34. Download the app See the commercial video on TV Chok your phone for the magical - 1200 angle
  • 35. Result: - After one day launched: No.1 local App Store. - Downloaded over 390,000 times within one month. - Never before had a branded promotional app gained such a high ranking.
  • 37. While many car companies have made compelling mobile and tablet ads, one of the best campaigns was actually a fake car ad. Bradesco, a car insurance provider, put ads in iOS magazine apps (on both mobile and tablet) that looked like a traditional spread for a luxury car brand. The catch came when people swiped their finger across the screen to turn the page, causing the car to crash. The tagline for the Cannes Lion-winning spot: “Unexpected events happen without warning. Make a Bradesco car insurance plan.” Clip: http://admicro.vn/mobile/fakead.mp4
  • 38. Moving Forwards Omnipresence Interactive Content & Ease of Action Detailed Analytics & Reduced targeting errors Mobile technology Professional Creative Agency Effective mobile advertising campaigns
  • 39. Key Takeaways • Marketing strategy must include mobile strategy • Build up mobile capability to your corporate • Must take mobile experience 39
  • 40. Upcoming MMA Webinar 26 Feb, 2014 Mobilize Your Customers Through the Purchasing Funnel 40
  • 41. Additional Resources SmartBrief click here Mobile Smart Fundamentals click here LinkedIn Group click here Twitter click here MMA Online: Committees at Work click here MMA Online: Webinar Archive click here MMA Online: White Papers click here 41
  • 42. MMA Vietnam Members Include 42
  • 43. Thank You ADDITIONAL RESOURCES • Learn more about MMA Webinar http://www.mmaglobal.com/events/other/webinars Sign up for the MMA SmartBrief: www.smartbrief.com/m ma Search for partners or get listed at the Mobile Marketing Industry Directory: www.mobilemarketingindustrydirectory.co m 43