best practices in mobile advertising: go 360

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Best Practices in

Mobile Marketing

Herwinto Ch. Sutantyo Head of M-Advertising XL Axiata

Twitter: @gfunkerwin

What is Mobile Marketing? And why Mobile Advertising?

Which is Mobile Marketing?

The Role of XL Axiata and in Mobile Advertising

CONNECTING WORLD’S BEST BRANDS &

ADVERTISERS TO “MNO (MOBILE NETWORK

OPERATOR)” SUBSCRIBERS SEAMLESSLY

Others..

What it should be Mobile as catalyst for advertising & marketing activities.

Reach

Engagement

Consumption

Loyalty 360˚ MOBILE ADS


Reach Reach has not been Mobile Advertising strong suit despite its coverage and personalization, ultimately the cost hinders many to use it effectively.

To reach 230million Indonesian x SMS Cost* =

IDR 46billion/broadcast *) Assumption cost is IDR 200/SMS

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NATIONAL WIDE COVERAGE

230 Million SUBSCRIBERS

COMBINED TOP 3 GSM TELCO

*based on 2012 Annual Report


Children 5 – 12

Teenagers 13-19

Youth & Young

Executive 20-25

Wife of household

25-30

More Mature Woman

30+

915.646 10.596.701 17.634.062 4.376.713 4.630.036

TOTAL AUDIENCE 38.153.158

3 GSM MNO REACH IN MAJOR INDONESIAN CITIES* Now you can shop and pay while in a bus on the way home

*) Jabodetabek, Bandung, Yogyakarta, Semarang, Malang, Surabaya, Bali, Medan, Padang, Pakanbaru, Lampung, Ujung Pandang, Manado, Palangkaraya, Banjarmasin, Aceh, Kendari


AGE GROUP

MOST SUBSCRIBERS

Youth 20-25 years old

Teenagers

12-19

Kids 5-12

Youth

20-25

Wife of households

26-30

More mature woman

>30


ARPU GROUP

TOP ARPU 0-100.000 0-50.000

46,558,966

> 100.000 4,364,165

50.001-

100.000 11,198,399


Engagement

The real power of Mobile Advertising lies in its ability to engage consumer personally. Taking this function with great creativity could boost the whole advertising campaign.

To: 2000 KPU_update info

JKN

Interactive SMS Ads Mobile Coupon


JKN http://m.freeburger.com/


Consumption

This was none existence until now. With Mobile Banking, Mobile Wallet, Mobile Credit Card and today new services emerging as end-to-end Mobile Commerce, consumption through mobile is immediate.

Integrated Mobile Commerce Now you can shop and pay while in a bus on the way home


Loyalty

Loyalty gave birth to Mobile Advertising.

This is the most used function of mobile advertising by many sectors especially in Banking & FMCG.

Ikuti Contrexyn Bunda PEDE. Ketik CBP (spasi)

Nama(spasi)noHP(spasi) Nama toko beli Contrexyn. Kirim ke 2000. Gratis 3000

pengirim pertama dapat pulsa 5000.


Mobile Loyalty Multi Devices, Multi OS, run on basic and advance network.

Affordable and customizable.

Mobile Marketing Framework The Better Version

MOBILE AUDIENCE

BRANDS OWNER

Others..

PUBLISHERS & TELCO

TELCO X

XL AXIATA

PUBLISHER Y

MOB ADS PLATFORM

Engagement & Creative Ideation

Audience Profiling

Loyalty & Reward Scheme

Consumption Fulfillment

Mobile Marketing Framework

Retaining Consumer Behaviours

Can define future sales strategy

Managing consumer expectations

Etc.

Profiling Data

Increase Revenue

Increase Consumptions

Increase Production

Better Distribution

Etc.

Up Selling Brand

Loyalty program

Consumer Appreciation

Community Building

Membership Program

Strengthen Brand Loyalty

Capability to define dynamic campaign interactive scenario for Brand customer

Better deliver for the right offer to the right consumer.

Brand Engagement

Tools:

LBA

Broadcast Blast

Off-Deck

Promotion Ads

Banner Ads

TV Ads

Brand Awareness


Mobile Marketing Framework : Case Study

Target Audience Gender Female Age Group 25 – 35 ARPU (SES) All

Location Nationwide Handset All


JKN

Pop Mie 3 TELCO

SMS & UMB

Campaign Pop Mie Get Lucky February 2013 Result - 1, 6 Mio

Registered Profiles

- Over 4Mio Redemption

- Sales increase 50%


BRAND CONSUMER INTERACTION

Interactive Mobile Campaign

DB Analytical Profile

Sample Data Analytical Profile

Data Mining Key advantage in Mobile Engagement Campaign


Reward campaign

Pesta Hadiah Unilever

Interactive Campaign

Kumpulkan Point Unilever

Blast Campaign

Blast Ades -> 300 Rupiah SMS

Redeem Campaign

Ades -> 300 rupiah USSD Web

Blast Campaign

Blast 1 Giga Free MMS

Redeem Campaign

1 Giga Free USSD Web

Blast Campaign

Blast Pepsodent -> 100 Point SMS

Redeem campaign

100 point -> Pepsodent& Molto USSD Web

"Hi xxx, Anda berhak mendapatkan 1

buah Ades dengan harga 300 rupiah

dengan menujukan "kupon" ini ke

7Eleven"

"Hi xxx, Anda mendapat bonus paket

data 1 Gigabyte yang dapat Anda

pakai pada malam ini

"Hi xxx, Anda diskon 30%

untuk product Pepsodent &

Molto dengan menukarkan 50

point di semua Alfamart

(untuk 500 org pertama )”

Cross Selling in Mobile Campaign is easily implemented

• MALE, Football Lover • Basic and Feature phone • Jakarta, Bandung, Makassar, Bali, Surabaya • ARPU <500.000 • 18-35 yo

Incoming Call

6000

End Answer

Invite Through mobile

We give the a really personal message

An invitation by

phone call & SMS

from their local

soccer champion

2 1

SENDER AIB

Ayo Indonesia Bisa.

Dukung atlet jagoan

mu dg cara lbh

nyata. Tunggu

kejutan dari mereka

hanya khusus di HP

kamu!

SENDER AIB

Terimakasih atas

dukungan kamu.

Ayo dukung jagoan

kamu terus.

Ayo Indonesia Bisa!

SENDER AIB

Sudah di telepon

oleh jagoanmu?

Dukung mereka dg

ketik

NAMA_NOHP_ALA

MAT_KODEUNIK (di

kemasan CLEAR) ke

2000. GRATIS!

3

Period Maret-April 2013

RESULTS Push Call : 200 K user , 11 % user response Interactive SMS : 500 redemption Interstitial Banner : 41,257 Clicks


Clear AIB PUSH CALL & INTERACTIVE SMS

Football Lover

Users who come to GBK every

Weekend

Users who attend MU vs INA national team match

Users who access

football website

Incoming Call

6000


Clear AIB PUSH CALL & INTERACTIVE SMS

Campaign Objectives

Increasing sales by giving

digital reward : Agnes

Monica newest single

Result

SALES INCREASE 40%

Gratis download lagu

terbaru Agnes Monica,

dapatkan sekarang

dengan membeli

produk Kapal Api di

HPM KARAWACI S&K

berlaku

Key Success:

• Location selection

• Artist Fans attraction

XL Target Delivered Delivery rate %

SMS Profile 109,358 92,156 84%

SMS LBA 408,868 225,471 55%


Kapal Api LBA & Interactive SMS using Unique Code inside Kapal Api

360˚ Mobile Marketing & Advertising

Brochure

Billboard

TV

Voice

Web

SMS

Social Communitie

s

Printed on product

Application

USSD

MMS

Social Communities

Web

USSD

MMS

Voice

SMS

360⁰ ADS/

PLATFORM

Mobile Marketing 24H Engagements

06:00

Wake-up

20011231

USSD typing

QR Code –

reader

Get 1 Point

07:00

Shower

20011231

USSD typing

QR Code –

reader

Get 1 Point

Ads

Wallet

Unilever poin : 20 Indofood poin : 2 Map poin : 0 Bluebird poin : 0

08:00

Breakfast MOBILE MARKETING

24 hours BRAND ENGAGEMENTS

TOUCHING EVERYDAY ACTIVITIES

Mobile Marketing Engagements: Simplicity

Additional Opt-In via

IVR

1. Age

2. Location

3. MSISDN

4. Etc.


Do

• Rewards should be tempting and relevant to content.

• Cross-Industry rewards/gifts work better. Telco <> FMCG, FMCG<>Music

• Clear & Simple Mechanics for Interactive. 3 Clicks Rules apply

• Monitor & Optimize Campaign at all times, make alteration to materials, targeting & time of delivery when possible.

• Use either Provocative or Meaningful and Personal communication message

• Use timing to your advantage, be relevant

Don’t

• Direct Sell

• Complicated Customer Journey: Go to X location to get gift after sharing to FB

• Confuse the Message, stick to 140 chars (allow +20 chars for instructions)

• Abuse the Channel. Spamming can backfire

• Benchmark with other media, Mix the media to your mobile advantage.

Mobile Marketing Summary

Reach

Engagement

Consumption

Loyalty 360˚ MOBILE ADS

• Use 360 approach in Mobile Marketing and Mobile Advertising in particular

• Try to mix between media channels with interactive and engagement tools in Mobile

• Keep Mobile Marketing campaign simple, contextual, meaningful with good customer journey

• Provide direct reward/gift should the campaign require it.

• Take the advantage of Data Mining capabilities in Mobile Marketing

• Utilize wide range of Mobile tools to increase engagement and persuasion, not reach.

• Focus on great Story Telling not Selling.

Thank You

Reach me at:

E. [email protected] T. @gfunkerwin

AdReach

W. xladreach.com T. @xladreach