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MMA 2013_Mobile then now how

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Hoàng Hường
Hoàng Hường

Bài presentation về cơ hội và thị trường mobile marketing tại diễn đàn MMA 2013 được tổ chức tại Việt Nam

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MMA 2013_Mobile then now how
Then, Now & How
[now] [how] [then] The Mobile imperative Opportunities by geo Action plan Assigning budgets Click on the now & next
[now] 4 reasons to believe
Mobile is the only ubiquitous communication channel With a mobile penetration rate of (everyone) 149% there are 90m mobile phone subscribers
To brands and marketers out there, if you leave with one thought from today, it should be this: Mobile is the only Omni-present channel in the consumer journey Credit: WPP 2013
Mobile takes context into account Source: millennial media
Mobile advertising is incredibly effective Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
We’ve established that as a channel, mobile is ubiquitous, and the opportunity is vast. And I think we can agree that it’s largely untapped in a scalable and meaningful way The challenge to brands, then, is “if every Vietnamese citizen is connected, what can brands do to connect with them?”
[how] Breaking the opportunities down & Action plan
Vietnam is a dichotomous market 70 million Source: http://en.wikipedia.org/wiki/Vietnam 20 million Credit: kaigakyoshite, Flickr
Corresponding strata of devices Basic Content Consumption High Content Consumption Essential Tasks & Connectivity Feature Phones Rural $100 smartphones Utility & Entertainment High end smartphones Phablet Tablets – Low Cost & Prem. Urban
Attends local activation Text push Enters competition: Gives email Young rural males: hardest to reach audience in media Shares with his mates Match email & phone # against social Re-message on facebook database (feature phone)
The value exchange Mutually beneficial ecosystem Entertainment Offers, prizes Drive trial & penetration advocacy CRM data frequency More relevant communicatio ns Social currency Content & entertainment
The rural opportunity 70 million consumers Legacy/featurephone is the dominant platform Limited data-points for targeting purposes – although increasing operator/publisher tie-ups Facebook for feature phone + CRM bridges Geo divide and data gaps
Sees offer commercial on TVC Google’s HSBC, lands on offer page Download s app Card shark: Credit-conscious urban consumers Advocates HSBC to her friends Location function recommends local branch – appointment made Details added to lead-gen database
Sees offer commercial on TVC Google’s HSBC, lands on offer page Download s app Card shark: Credit-conscious urban consumers Advocates HSBC to her friends Weather match alerts her to gift Details added to lead-gen database Location function recommends local branch – appointment made
The Urban opportunity 20 million consumers 1/3 smartphone penetration 80% projected by 2015 Source: Nielsen, wearesocial.net, IMC Institute, telecompaper.com, reuters.com High volume of data-points for targeting & contextual messaging purposes Rich formats and apps bridge the media channel gap
Action plan: Get your house in order 1. Open browser 2. Search for your brand. Is it amongst the top results displayed? 3. Is your brand amongst top organic listings? 4. Is your brand site optimized?
Action plan: Focus Effort 10 % Emerging Second Screen/AR Evolved/Evolving 20% Location/Rich/Apps Getting house in order 70% Site/Search/Social/SEO
Action plan: Budgeting Budget for Mobile should be a function of the size of the opportunity for your business & quality of your data! Audience size (Reach) + Time spent + Affinity 100% of communications innovation budget 10% of digital media budget
let’s not lose sight of the fact that: mobile is, by nature, a communication platform, therefore shouldn’t be a platform simply to talk to consumers, but rather with consumers
MMA 2013_Mobile then now how
[then]
Let’s never forget: Mobile devices and its application, or any other great invention that will come along later on, are no substitute for the content of great conversation.
Why? Great conversations satisfy the most fundamental need when human being exchange thoughts: It establishes that there is a real understanding and real compassion from the other human being.
Why? Great conversations satisfy the most fundamental need when human being exchange thoughts: It establishes that there is a real understanding and real compassion from the other human being.
Whenever we can create and sustain great conversations, we can establish Omnipresence Relevant Intimate
MMA 2013_Mobile then now how
Catching up on mobile marketing can keep you from falling behind the trend … but only by sustaining the right conversations can you keep your brand ahead of the game.
Thank You

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MMA 2013_Mobile then now how

  • 3. [now] [how] [then] The Mobile imperative Opportunities by geo Action plan Assigning budgets Click on the now & next
  • 5. Mobile is the only ubiquitous communication channel With a mobile penetration rate of (everyone) 149% there are 90m mobile phone subscribers
  • 6. To brands and marketers out there, if you leave with one thought from today, it should be this: Mobile is the only Omni-present channel in the consumer journey Credit: WPP 2013
  • 7. Mobile takes context into account Source: millennial media
  • 8. Mobile advertising is incredibly effective Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525 respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
  • 9. We’ve established that as a channel, mobile is ubiquitous, and the opportunity is vast. And I think we can agree that it’s largely untapped in a scalable and meaningful way The challenge to brands, then, is “if every Vietnamese citizen is connected, what can brands do to connect with them?”
  • 11. Vietnam is a dichotomous market 70 million Source: http://en.wikipedia.org/wiki/Vietnam 20 million Credit: kaigakyoshite, Flickr
  • 12. Corresponding strata of devices Basic Content Consumption High Content Consumption Essential Tasks & Connectivity Feature Phones Rural $100 smartphones Utility & Entertainment High end smartphones Phablet Tablets – Low Cost & Prem. Urban
  • 13. Attends local activation Text push Enters competition: Gives email Young rural males: hardest to reach audience in media Shares with his mates Match email & phone # against social Re-message on facebook database (feature phone)
  • 14. The value exchange Mutually beneficial ecosystem Entertainment Offers, prizes Drive trial & penetration advocacy CRM data frequency More relevant communicatio ns Social currency Content & entertainment
  • 15. The rural opportunity 70 million consumers Legacy/featurephone is the dominant platform Limited data-points for targeting purposes – although increasing operator/publisher tie-ups Facebook for feature phone + CRM bridges Geo divide and data gaps
  • 16. Sees offer commercial on TVC Google’s HSBC, lands on offer page Download s app Card shark: Credit-conscious urban consumers Advocates HSBC to her friends Location function recommends local branch – appointment made Details added to lead-gen database
  • 17. Sees offer commercial on TVC Google’s HSBC, lands on offer page Download s app Card shark: Credit-conscious urban consumers Advocates HSBC to her friends Weather match alerts her to gift Details added to lead-gen database Location function recommends local branch – appointment made
  • 18. The Urban opportunity 20 million consumers 1/3 smartphone penetration 80% projected by 2015 Source: Nielsen, wearesocial.net, IMC Institute, telecompaper.com, reuters.com High volume of data-points for targeting & contextual messaging purposes Rich formats and apps bridge the media channel gap
  • 19. Action plan: Get your house in order 1. Open browser 2. Search for your brand. Is it amongst the top results displayed? 3. Is your brand amongst top organic listings? 4. Is your brand site optimized?
  • 20. Action plan: Focus Effort 10 % Emerging Second Screen/AR Evolved/Evolving 20% Location/Rich/Apps Getting house in order 70% Site/Search/Social/SEO
  • 21. Action plan: Budgeting Budget for Mobile should be a function of the size of the opportunity for your business & quality of your data! Audience size (Reach) + Time spent + Affinity 100% of communications innovation budget 10% of digital media budget
  • 22. let’s not lose sight of the fact that: mobile is, by nature, a communication platform, therefore shouldn’t be a platform simply to talk to consumers, but rather with consumers
  • 25. Let’s never forget: Mobile devices and its application, or any other great invention that will come along later on, are no substitute for the content of great conversation.
  • 26. Why? Great conversations satisfy the most fundamental need when human being exchange thoughts: It establishes that there is a real understanding and real compassion from the other human being.
  • 27. Why? Great conversations satisfy the most fundamental need when human being exchange thoughts: It establishes that there is a real understanding and real compassion from the other human being.
  • 28. Whenever we can create and sustain great conversations, we can establish Omnipresence Relevant Intimate
  • 30. Catching up on mobile marketing can keep you from falling behind the trend … but only by sustaining the right conversations can you keep your brand ahead of the game.