The document discusses the evolution and significance of mobile marketing strategies and trends in Singapore, highlighting user behavior, media consumption, and the effectiveness of mobile ads and QR codes. It emphasizes that mobile devices serve as a key connection between online and offline channels, shaping consumer engagement and purchase decisions. Additionally, it touches on the rise of mobile commerce and the potential for improved user engagement through innovative marketing techniques.

2. Agenda
Introductions
Let’s List Key Challenges
Introduction to Mobile Marketing
Break
The Campaigns

3. Stuff we won’t talk about
SMS Marketing
Augmented Reality
Social Local Mobile / Proximity Marketing
Mobile Payments/Device

4. The Benefits of Mobile

6. Notice the fine line

7. Assets Vs Media

8. 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
Subscribers
Various Sources including Neilsen, Mindshare Data, SingStat.

9. 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/laptop
Sample size: n =925. inMobi & Decision Fuel

10. 11% In the
bathroom 15% 10% in a
18% Spending Shopping meeting
or class
time 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

13. WHICH
2
FORMS
OF
MEDIA
MOST
IMPACT
YOUR
PUCHASING
DECISIONS?

14. Given the paucity of
time and fast
changing landscape,
users want to know
the latest beyond
the morning news
paper.
E-paper is not far
from being a full
reality.

15. Media Usage is
29% not
independent –
of consumers in there is
Singapore multi- significant
task while dual screen
watching TV behavior

16. Why are people using mobile while watching TV
Source: On Device Research, ID, June 2011
* Mobile commerce defined as researching or purchasing products and services via the mobile internet.

17. Google Multi Screen Research, August 2012

18. So Why Haven’t
Marketers Embraced it?

19. The Reasons Why
Engagement
Rates
CPM
CTR
Dwell Time
Lack of Device Friendly
Measurability Disbelief I Don’t Know
content

20. “We all have possibilities
we don't know about. We
can do things we don't
even dream we can do.”
- Dale Carnegie

21. Mobile will act as the on/offline connector by
transforming traditional channels into new points of sale

22. Mobile Ads

24. Type of Ads You Can Do

25. Important Differentiator
Mobile Ads are, like how…
TV IS NOT JUST RADIO WITH
PICTURES
WEBSITES ARE NOT JUST
BROCHURES YOU CLICK
MOBILE DEVICES ARE NOT JUST
LITTLE COMPUTERS

26. You don’t target device, You Target a Person
Who does this, this, and this…

27. Used it for ‘Branding’ & ‘App’ downloads

28. The Mobile Web & Mobile YouTube
TruView on Youtube Mobile

29. Example of Integration

30. BBC Live Call
http://edgy.sproutbuilder.com/load/VQ
AfYhUBOh4HWTxj.w.html

31. Lux - Gamification

32. McDonalds –
Local Weather
Based Ads

33. Close Up Experience Zone

34. QR Codes

35. While QR Codes Awareness/Adoption Rate have
grown
Success of QR Code scan depends on Where & What the code offers.

36. The QR Code Growth Story
Source: Nellymoser.

37. Advertisers in Singapore
Now in its 3rd publication, they see about 100 ~ 150 orders per week.

38. Courts Mobile Only Offer

39. Coca Cola – QR Codes
During Euro 2012 Tournament
The codes are connecting users to a series
of exclusive videos around the event.
People can also download the ‘SmileWorld’
app, Coke’s new mobile social network.

40. QR Code in a Restaurant
Harry's 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

41. 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

42. Singapore Success Story 3 (2011)
Gamification of a different level
using QR Codes and Social.
http://www.youtube.com/watch?v=TfPudfesaxo

43. Improving QR Code Utilization
Integrate Apps with Ads
QR Scan

44. Avoid QR Implementations such as …

45. 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

46. Mobile Apps

47. The Mobile App Lifecycle

48. Top Apps are Seldom Owned by Brands

49. Apps – Life on the shelf…
Sunsilk Academy Fantasia Carte d’Or Knorr Arabia

50. Mobile Search

51. The Mobile Search Trend
90%
80%
Mobile
25%
70%
60%
50%
40%
30%
20%
10%
PC
0% 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

52. Stuff you can do on Mobile Search

53. Mobile is going to be Hyperlocal
Website or mSite
Contact Center
Retail Location

54. 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

55. mCommerce

56. The Landscape Snapshot
The median spend per head for
mobile shoppers increased from
S$93 (US$73) in 2010 to S$354
(US$279) in 2011. There were
880,792 Singaporeans who
made a purchase through a
mobile device in 2011, compared
to 364,390 in the previous year.

57. Crowd
Sourcing

58. Crowd-source Using Mobile
Bite-size Surveys to get instant results from users

59. mLoyalty &
mCoupons

60. Mobile Loyalty Programs
Are Changing CRM Landscape

61. The iOS 6 Passbook Feature