Uploaded byOranuch (mimee) Lerdsuwankij
Digital Marketing Summit 2013 (Mobile Era section on Mar 13th 2013)
The document discusses key trends in mobile technology and marketing in 2013. It covers the evolution of mobile phones and operating systems. Some of the major mobile trends discussed include the rise of multi-screen experiences across devices, increased use of responsive web design, growth of personal cloud services, expansion of the internet of things, and the rise of mobile payment solutions and apps from Thai startups. The document also provides guidance on effective mobile marketing strategies, such as using mobile search ads, real-time bidding, and location-based marketing.
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Similar to Digital Marketing Summit 2013 (Mobile Era section on Mar 13th 2013)
Digital Marketing Summit 2013 (Mobile Era section on Mar 13th 2013)
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- 2. Content • Mobile Technology Evolu1on – Mobile Telecom Standard – Mobile Phone • Current Market Situa1on • Mobile Telecom Ecosystem • Mobile Trend 2013 • Mobile Marke1ng • Some advice for brands • Key terms that we should know
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- 6. Smartphone reached 30% market share in 2011
- 7. Android became dominant smartphone OS
- 10. Bigger and Bigger(Display size)
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- 13. Mobile VAS (Before Appeconomy Era)
- 14. SMS Marke9ng hCp://expertwebworx.blogspot.com/2012/10/bulk-‐SMS-‐service.html hCp://www.xchosms.com/
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- 17. Mobile Market Share (Q3 2012) Source : nbtc.go.th Non voice revenue is growing up (Q3 2012) Source : nbtc.go.th
- 18. (Nov 2011) Source : we are social but now Mobile S u b s c r i b e r s i n Thailand is around 81M
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- 21. Mobile Telecom Ecosystem (Before 2007)
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- 23. Current Mobile Telecom Ecosystem Carrier Applica1on Stores Hardset Vendor OS Providers 3rd Party Players
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- 26. Mobile Trend 2013 • Mobile Device BaCles • Mul1 Screen World • Apps & HTML 5 • Responsive Web Design • Personal Cloud • Internet of Things • Mobile Payment • The rising of Mobile Apps from Thai Startups
- 27. Mobile Device BaTles Mobile devices will pass Consumeriza1on drives PCs to be most common tablets into the enterprise Web access tools
- 28. The New Mul9-‐Screen World
- 29. The New Mul9-‐Screen World
- 30. Apps & HTML 5 With the convenience introduced by HTML 5, it will be the preferred standard for applica1on design and development
- 32. Responsive Web Design Responsive design is becoming the go-‐to way to present web-‐based content. Designing specifically for every device in the world is nothing short of impossible and this alterna1ve proves to be a very reliable op1on to allow content to be consistent across plaWorms. Prepare to make your own website fluid because the number of people who access the internet from tablets and smartphones are growing at a skyrocke1ng pace.
- 33. Personal Cloud Cloud will be center of digital lives, for apps, content and preferences. Sync across devices. Services become more important; devices become less important. hCp://www.zdnet.com/blog/perlow/personal-‐cloud-‐solu1ons-‐own-‐your-‐data/17930
- 34. Internet of Things Mobile devices and computers will not be the only ones connected anymore, as we slowly see the rise of smart homes the internet of things will be an inevitable part of our future. hCp://www.nkonnect.com/technology-‐solu1ons/internet-‐of-‐things/
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- 36. Mobile Payment hCps://squareup.com/
- 37. Mobile Payment mPOS (Mobile-‐Point-‐of-‐Sale) has come to Thailand What does it mean for Thai people?
- 38. Mobile Payment hCp://digio.co.th/
- 39. The rising of Mobile Apps from Thai Startups ShopSpot Symbols of Style
- 40. The rising of Mobile Apps from Thai Startups Boxbox.me Wongnai
- 41. The rising of Mobile Apps from Thai Startups Privepass
- 42. What does it mean for Thai Digital Marketers? Thai Startups Digital Marketers
- 43. Mobile App business Models Pay per download In app purchase Adver9sement
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- 45.
- 46. The meaning of Top Chart on Appstore
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- 48. Mobile Marke9ng • Mobile Search Ads • Real 1me bidding (RTB) • Rich Media Ads • Facebook Mobile Ads • Loca1on-‐Based Marke1ng • Campaign with QR Code • Mobile with Print Ads • Interac1ve Catalogue App • NFC with Mobile Ads • Branded Mobile Applica1on • Co-‐Campaign
- 49. Worldwide Mobile Adver9sing Revenue to Reach $11.4 Billion in 2013
- 50. Set up your Who is your Target group? Define Clear
- 52. Define “Call to Ac9on”
- 53. Mobile Search and Ad Placement
- 54. Mobile Search Ads Deliver relevant ads based on keywords (Generic/Brand Keyword) Text Ads Call Extensions
- 55. Mobile Search Ads Click to download
- 56. Mobile Search Ads Loca9on Extension
- 57. Real 9me Bidding (RTB) Method of selling and buying online display adver1sing with instant auc1on. Adver1sers can get more access and more targe1ng.
- 58. Understand Many factors • Demographic of your target users • Business Industries • Crea1ve Ads • Bigger isn’t always beCer for mobile ad clicks In order to maximize the features and func9onality of each device, mobile Adver9sers should build different crea9ve for different screen sizes. “Keep monitoring and op9miza9on”
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- 63. Mobile Rich Media Ads Perfume Launch by Lancome Average Engagement Time ~ 3mins Call to Ac1on “Save invita1on” + “Share on Facebook” Click-‐through rate (CTR) 75% higher than the industry average
- 64. Mobile Rich Media Ads Nokia Lumia engages smartphone users with direct interac9on from the actual device interface Winner at the Australian mobile awards 2012 Average Click-‐through rate (CTR) 0.82%, with a peak of 1.39% Engagement levels Average Visit Dura1on 2min 20sec for every unique visit Average % of new visitors 79.3%, achieving the goal to expose the product to new customers on an ongoing basis.
- 65. Mobile Rich Media Ads Drive awareness of the Audi Q3 by Audi Peak Click-‐through rate (CTR) 1.025% Average Click-‐through rate (CTR) 0.67% 5% of consumers clicked through to download a brochure and 7% clicked through to the m-‐site for more informa1on.
- 66.
- 67. Facebook Mobile Ads Sponsored Stories Promote user generated content including likes, status updates, and Open Graph stories.
- 68. Facebook Mobile Ads Sponsored Stories
- 69. Facebook Mobile Ads Page Post Ads, Promoted Post Help you reach a broader audience with the content you post to your brand’s Page. (Photos, Offer, Ques1ons, Videos or events) Page Post Ads -‐ can be targeted to non-‐ fans Promoted Post -‐ can be shown only to fans and friends of fans,
- 70. Facebook Mobile Ads Page Post Ads, Promoted Post
- 71. Facebook Mobile Ads Mobile App Install Ads Mobile app install ads help developers reach people on mobile devices. When people click on the ad on the mobile device, they will be directed to the App Store or Google Play to install the app.
- 72. Facebook's news feed redesign is mobile consistency What does it mean for Digital Marketers?
- 73.
- 74. Loca9on Based Marke9ng hCp://www.telecomcircle.com/2009/06/introduc1on-‐to-‐lbs/
- 75.
- 76. Redefine Loca9on Based Marke9ng by technology hCp://stores.bestbuy.com/887/files/2010/09/shopkick-‐15-‐36-‐37.jpg
- 77. Touch Point QR Code Marker Image Recogni1on
- 78. QR Code hCp://farmbusiness.blogspot.com/2011/08/whats-‐that-‐ square-‐using-‐qr-‐codes-‐for.html Provide a QR code instead, the user can easily scan the digital informa1on from the printed page and go directly to the link,
- 79. Campaign with QR Code Virtual Store hCp://www.businessinsider.com/the-‐most-‐crea1ve-‐people-‐in-‐adver1sing-‐2012-‐7?op=1 hCp://www.it24hrs.com/2012/now-‐virtual-‐store-‐thailand/ hCp://www.mythaiphotos.com/big-‐c-‐virtual-‐shop-‐in-‐bangkok/ What is the key success factor of this case?
- 80. Mobile Print Ads hCp://www.arip.co.th/1ps.php?id=414059 hCp://thumbsup.in.th/2011/07/digital-‐adver1sing-‐campaign-‐magazine-‐ speak-‐trident-‐by-‐adapter/
- 81. Mobile Print Ads Volkswagen hCp://www.adweek.com/adfreak/10-‐great-‐magazine-‐ads-‐dont-‐just-‐sit-‐there-‐looking-‐preCy-‐132401
- 82. Mobile Print Ads iSnap by the Na9on hCp://thumbsup.in.th/2013/01/isnap-‐the-‐na1on/
- 83. Interac9ve Catalogue App IKEA – Using Augmented Reality (AR) hCp://crea1vity-‐online.com/news/mccannerickson-‐gives-‐ new-‐ikea-‐catalog-‐a-‐vitamin-‐pill/236165
- 84. Near Field Communica9on Near field communica9on (NFC) is a set of standards for smartphones and similar devices to establish radio communica1on with each other by touching them together or bringing them into close proximity. -‐ Wikipedia hCp://www.intomobile.com/2010/04/26/ hCp://technopundit.com/nfc-‐in-‐nokia-‐mobiles/ near-‐field-‐communica1on-‐to-‐hit-‐android-‐ phones/nfcexample/
- 85. NFC with Mobile Ads hCp://www.nfcworld.com/2012/10/03/318174/ telstra-‐promotes-‐nfc-‐in-‐sydney-‐and-‐melbourne/ hCp://www.jcdecauxna.com/ hCp://www.nfcworld.com/ innovate/document/nfc-‐and-‐ 2013/01/07/321698/crosscliq-‐delivers-‐ marke1ng-‐bridging-‐gap nfc-‐magazine-‐ad-‐for-‐blackberry-‐rogers-‐ and-‐cibc/ What is the key success factor of this case?
- 86.
- 87. Branded Mobile Applica9on Pampers Hello Baby Pregnancy Calendar Useful hCp://mashable.com/2012/03/02/branded-‐mobile-‐apps-‐innova1ve/
- 88. Branded Mobile Applica9on Ford 2013 Fusion App Ac1vated by capturing the Ford logo, the app let fans access a virtual course, where they could test drive the car. A new course was added every day from early December un1l the reveal. Useful hCp://mashable.com/2012/03/02/branded-‐mobile-‐apps-‐innova1ve/
- 89. Branded Mobile Applica9on Mcdonald This app uses technology that accesses McDonald’s supply-‐chain and Augmented Reality (AR) to deliver interac1ve informa1on about McDonald’s food (Where their food has come from). Useful
- 90. Branded Mobile Applica9on Nike The Nike+ Running app tracks distance, pace, 1me and calories burned with GPS, giving you audio feedback as you run. Useful hCp://nikeplus.nike.com/plus/products/gps_app/
- 91. Branded Mobile Applica9on MINI The game challenges you to hunt, catch and escape with a virtual MINI in Stockholm using an iPhone app and your own two legs. The catch is, you have to get within 50m of the virtual MINI to hit “Take The MINI Now” in the app before escaping as fast as possible, because anyone else who gets within 50m of you can instantly take the virtual MINI back! If you are the person holding the virtual MINI ater 7 days of 24/7 gaming, you’ll win a real MINI Countryman! Have Fun! Game hCp://www.digitalbuzzblog.com/mini-‐getaway-‐arg-‐game-‐in-‐stockholm-‐2010/
- 92. Branded Mobile Applica9on Coca-‐Cola Turning beachfront concept store into a lab for the company’s “Happiness Refill” project. A dispenser that give young cellphone users data credits to browse the internet rather than soda. Useful Brand Experience hCp://www.shakemelikeascroll.com/happinessrefill/
- 93. Branded Mobile Applica9on Coca-‐Cola Coca-‐Cola's app Chok turns mobile devices in a remote control that the user shakes when a Coke commercial comes on the screen. Have Fun! Game hCp://www.prda.asia/how-‐social-‐media-‐helped-‐coca-‐cola-‐grab-‐hong-‐kong’s-‐aCen1on-‐once-‐again/
- 94. Branded Mobile Applica9on Muji Useful hCp://www.muji.com/app/
- 95. Branded Mobile Applica9on Heineken “Cheers” Cheers lets you simulate the clink sound of two boCles with your smartphone and share contact with friend. Have Fun! hCp://mashable.com/2012/03/02/branded-‐mobile-‐apps-‐innova1ve/
- 96. Co-‐Campaign No. of Users : 10.2M (Dec 12) • Number 1 in Chat App in Thailand • Number 3 in the world ater Japan Taiwan • Increase of 1,150 % in just one year • Co-‐campaign with brand (Telco, Airline, FMCG, Banking, Tourism etc.)
- 97. Co-‐Campaign SHAZAM Old Navy hCp://veronicawallstrom.com/blog/2011/02/shazam-‐old-‐navy/
- 98. Recommended Book Review: hCp://thumbsup.in.th/2012/02/the-‐app-‐mobile-‐case-‐study-‐book/
- 99. Some advice for brands
- 100.
- 105. Check your goal Check your resource Mobile Web • Deliver content • Establish broad mobile presence (Easily found on search engines) Mobile App • Interac1ve engagement • Work like computer program
- 106. 2 When we develop mobile product….. • Set up your goal. • Which devices your users use most and design for the right device. • Start with People, not Technology -‐ User experience is heart of any product. • User shouldn’t search very far for your product’s key value. • What is product’s key value? Don’t try to put everything !! – few key features and make it work well – feature set fits the mobile experience • Agile Development and Test Test Test!
- 107. 3 Key terms that we should know.. Gamifica9on Case Study : MINI Gamifica1on is the concept of applying game-‐ design thinking to non-‐game applica1ons to make them more fun and engaging. – gamifica1on.org Case Study : Foursquare Case Study : Shopkick Case Study : NIKE hCp://www.gamifica1on.org/ hCp://thumbsup.in.th/2011/07/gamifica1on/
- 108. 3 Key terms that we should know.. SOLOMO Case Study : MINI Social Local SOLOMO Case Study : NIKE Mobile Real life x The internet x Real Time
- 109. 3 Key terms that we should know.. ZMOT hCp://vimaltripathi.posterous.com/zmot-‐zero-‐moment-‐of-‐truth hCp://www.zeromomentotruth.com/ hCp://thumbsup.in.th/2012/04/zmot/
- 110. “To win consumers’ aTen9on and trust, marketers must think less about what adver9sing says to its targets and more about what it does for them” – Jeffrey F. Rayport
- 111. Reference: Video Clips Volkswagen hCp://www.youtube.com/watch?v=FhbkqFdKnP8 ShopKick hCp://www.youtube.com/watch?v=2uixneqbqkI Pamper Hello Baby hCp://www.youtube.com/watch?v=rjW8aAqrsOk Ford Fusion hCp://www.youtube.com/watch?v=d5QMrIvZzow Mcdonald (Trackmymacca) hCp://www.youtube.com/watch?v=zBnqg_KTSIc Nike+ hCp://www.youtube.com/watch?v=46hEaFKa638 Mini hCp://www.youtube.com/watch?v=WMWu1h_6OfE Refill Happiness Coke hCp://www.youtube.com/watch?v=M4jPl-‐nL-‐YM CoCa Cola Chok hCp://www.youtube.com/watch?v=pEDsERv-‐rFA Heineken hCp://www.youtube.com/watch?v=Cemdionmmlc Shazam Old Nav hCp://www.youtube.com/watch?feature=endscreenNR=1v=Q67kJC8JuYk
- 112. Oranuch Lerdsuwankij TwiTer: @mimee Email : mimee@thumbsup.in.th Website : hTp://thumbsup.in.th