a few learnings about how to win in the mobile marketing world

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All rights reserved.

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Mobile: the

HUGE

opportunity A few learning’s about

how to win in the mobile

marketing world

MEDIA & DIGITAL

Monique.Leech@MillwardBrown.com

@MoniqueLeech

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Market research? During lunch?!

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Why don’t

my clients

want to

invest in

mobile?

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A LOT of brand managers and marketing directors graduated BC (Before Google)

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Mobile (and the rest of digital) is an afterthought

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No comparative metrics between mobile and off line marketing

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Industry spend on mobile is underreported, making the value of the market difficult to evaluate

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Brands like sexy – South African market not there (yet) Data costs and connectivity issues

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Some facts to take your mobile marketing to new heights

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Mobile is THE entry point to digital marketing in South Africa

86%

Many households with cell phones than computers 4.6 x

Internet access via a mobile phone

We have completed 300+ mobile advertising studies across a broad range of industry verticals.

Mobile

Search Location

Augmented

Reality

Display &

Rich

Media Ads

SMS APPS Mobile

Video

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We know its more than CTR – just because you haven't clicked doesn’t mean your campaign hasn’t worked!

Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471 respondents

Delta (Δ)=Exposed-Control

Percent Impacted: Delta (Δ)

Aided Brand

Awareness

Brand

Favorability

Purchase

Intent

Ad Awareness

Message

Association

+5.9

+19.9

+12.1

+3.9

+4.7

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Mobile Works! The average campaign has an impact on all 5 traditional brand metrics.

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MOBILE ONLINE Aided Brand

Awareness

Brand

Favorability

Purchase

Intent

+5.9

+19.9

+12.1

Ad

Awareness

Message

Association

+2.1

+4.2

+2.2

+3.9

+4.7

+1.4

+1.2

Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents; AdIndex for Mobile Norms

through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta (Δ)=Exposed-Control

Mobile is (on average) 4x more effective than online advertising!

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Some creative best practices from our massive database

And not every mobile engagement needs to be an

extended, immersive experience.

Not every movie is an epic.

Not every date leads to marriage.

The ONE thing you should be…

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Relevant. That’s it.

GREAT BRANDING

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Put your brand or logo in EVERY frame. Reveal ads perform the worst and have a negative brand impact.

GREAT MESSAGE TAKE OUT

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Limit your ad to ONE message – this is not an editorial

Even the most basic SMS marketing works!

HOW MOBILE CAN IMPROVE ROI www.dynmark.com 20

90% of smses are read in the first 15 seconds – but content matters

PLEASE CALL ME!

Millward Brown Please Call Me Case Study July 2013 n= 1200 LSm 5-10, 21

9 out of 10 South Africans know what a

PCM is

1 in 2 people have sent a PCM in the last

week… (80% LSM 5 but 46% in LSM 10)

20% Only 20% of consumers claim to read the

WHOLE PCM message (not just the number of the person who sent the message)

64% who read the advertising, claim to have responded!

Even the most basic SMS marketing works!

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Plan for multiscreen usage – it is the future

Multiscreen unrelated browsing: Advertising content has to be an extension of the

programming content. Messages should be relevant fluid and related.

Sequential viewing: Ensure the consumer experience is the same across all platforms.

Responsive web design will no longer a “nice to have” it will be a non-negotiable

Social amplification: Ensure that your brand is part of the conversation. This requires flexibility

to respond quickly.

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Thanks for not falling asleep!

MEDIA & DIGITAL

Monique.Leech@MillwardBrown.com

@MoniqueLeech