Mobile marketing is growing rapidly in China due to the large number of mobile users. Some key mobile marketing strategies and opportunities in China include SMS ads, mobile display ads, mobile search ads, and push notifications. Mobile apps are also popular in China for entertainment, social media, commerce, and convenience purposes. Mobile ad spending in China is expected to double in 2011 to over $450 million as smartphones and mobile internet usage increases substantially.

1. The
Digital
Marke.ng
Experts
Mobile Marketing in China
There
is
great
debate
in
our
Agency
about
using
Mobile
Marke.ng
in
China….
Are
we
ready
in
this
market?
Will
it
work?
What
are
some
of
the
mobile
marke.ng
op.ons?

2. Understanding
Mobile Marketing

3. Remember When?

4. What is Mobile Marketing
First, a relatively new, marketing form on or with a
mobile device, such as a cell phone. (this is an
example of horizontal telecommunication
convergence).
Second, and a more traditional definition, is meant to
describe marketing in a moving fashion - for example -
technology road shows or moving billboards.
-- Wikipedia
This presentation will focus on the first part of this definition

5. Types of Mobile Marketing
Wap Display Ads App Display Ads
SMS Ads Search Ads Push Notifications

6. Knowing the
Device Features

7. Device Features and Context
Device Features What it provides for us:
GPS Location-Aware
Intimate and
Touch
Interactive
Physical
Sensors (A/V)
Intelligence
Personal and
Contacts
Social
Relevant at Point
Portability
of Consideration

8. Exploring
Mobile Marketing in
China

9. Mobile Marketing Fast Facts
As of May 2011,China has more than 900 million mobile users.
Mobile ad spending will double this year in China to nearly
$500 million
332 million of those (38%) make use of the internet on
the mobile phone. Making China the largest mobile
internet market.
This is expected to grow with 200 million more mobile
internet users in the next three years.
WAP is still strong in China, with CCTV WAP getting more
than 10 million unique visitors per day.
China is expected to have sold 150 million smartphones in 2011

10. The Chinese Mobile Companies
China Unicom was the
last of the three Chinese
operators to launch its
own app market, the
WoStore, in September
2010. The WoStore joined
China Mobile’s Mobile
Market and China
Telecom’s Estore in the
group of app stores
owned and managed
by operators. By
creating they own apps
stores, operators wish to
use their large pool of
customers to attract
developers.

11. Mobile Ad Spending in China
In 2010 the total spending on mobile advertisement in
China was 223.2 million US dollars.
This figure is
expected to be
doubled in 2011 to
448.7 million US
Dollars

12. Differences in East/West Behavior
One key difference
between China &
the US is in the use of
IM on the phone.
This explains why the
QQ participation is
so high in China.

13. Social, Local, and Mobile
Location sharing (e.g.,
checking in to Jiepang,
FourSquare), communication
(e.g., Weibo, Twitter), music
sharing (e.g., Spotify) and
doing all of the above in one
application (e.g., mobile
Renren or Facebook) are
what’s driving mobile usage In China, there is a propensity
for using social media so
having long commute times to
“SoLoMo”, for Social, Local, catch up with digital friends
and Mobile creates an environment of
“always socially connected”
syndrome

14. mCommerce in China
The rapid growth of 3G and smartphones in China has led to a
corresponding growth in shopping via mobile phones. This has led to
further growth of online shopping in China.
As an example, Taobao’s
dedicated platform for
mobile e-commerce is
attaining sales of US$ 6
million per day and has
recorded a single day high
of 17 million unique visitors.
About two-thirds of the site’s
mobile users are men, while
three-quarters were
between ages 19 and 28.

15. New Formats
HTML5 mobile ad is
now a great way to
enrich user
experiences with
mobile interactivity

16. New Advertising Capabilities
The new
Smartphone ads
allow us to integrate
sound, touch,
motion sensoring,
vibration and even
location (via GPS)

17. Now
Enter the World of
Mobile Apps

18. Types of Apps
App developers need to consider the type of
application that they want to use with a
specific target group. These apps tend to fall
into a number of categories:
• Entertainment
• Engagement
• M-Commerce
• Convenience

19. Entertainment Apps
Mobile gaming is one of the leading areas
for games and apps developers
Entertainment apps
take the form of
casual games to the
group buying apps
that incorporate
gaming elements
such as scoring,
time contention and
teaming

20. Engagement Apps
Kraft’s top selling iFood app keeps cooks coming
back with recipes, coupons, and sharing features
A top paid
selling app, users
come back for
new recipes and
Kraft coupons. In
addition, Kraft
gathers user
data to
understand
customer
behaviors and
preferences.

21. M-Commerce Apps
Over 3M have paid with Starbuck’s mobile app
The mobile card
program was tested
in 2009, and found
to be the fastest
way for customers
to pay. It’s available
at 6800 stores.
Customers purchase
credit via PayPal or
credit card.

22. Convenience Apps
Delta flyers board with e-boarding passes
The app allows flyers
to check-in, use e-
boarding passes,
receive text alerts,
rebook and cancel
flights, and share
flight details with
family/friends.

23. Some
Examples of Mobile
Apps & Marketing

24. GE
Find the right bulb with GE’s Moodometer

25. Regus
Mobile professionals find office
space worldwide with Regus
augmented reality app
Users can locate and schedule
a viewing at any Regus global
network office center. The app
features search filters, maps,
turn-by-turn directions, and
augmented reality overlays of
location and distances on
real-time views.

26. Mountain Dew
Consumers Vote Nationwide for the
next Mountain Dew flavor via text
Consumers entered to win years
supply and new flavor launch party
Consumers sample 7 new flavors and
text the number of their favorite to
99702
Consumers reply to text with any
comments. 38% response
System captures all comments
Facebook Twitter Integration

27. McDonalds Goes Mobile

28. About
Digital Jungle

29. Digital Jungle Fast Facts
• Socially Led, digital marketing specialists
• Global reach
• Offices in Beijing, Shanghai, Hong Kong, Sydney
• Spun out of SinoTech Group in 2011

30. World Class Digital Marketing Experience
• Delivering digital strategy and execution services:
– Customer and competitor insight
– Digital strategy
– Social Media Marketing
– Search Engine Marketing
– Affiliate Marketing
– Media Buying
• We work for global and domestic organisations,
across various market sectors, helping our clients:
– Engage with their key audiences
– Transform their business
– Maximise growthMarketing

31. Our Commitment
The mission of Digital Jungle is to help our clients
improve their business position and gain real value
from their digital marketing investments
Through our expertise in social media digital
marketing programs and the application of
search, affiliate and online marketing, we commit
to:
• Driving incremental direct revenue
Dr Matt McDougall,
CEO, Digital Jungle • Generating ROI unrivaled by traditional media
• Protecting your online reputation
• Increasing your market share over your
competitors
• Building your brand awareness
We look forward to working with you.

32. Thank You!
Dr
Mathew
McDougall|
maD@digitaljungle.com.cn
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