brands going mobile | rohit dadwal, mobile marketing association (apac) | istrategy singapore 2010
DESCRIPTION
Presentation by Rohit Dadwal, MD for Mobile Marketing Association Asia Pacific Limited on Mobile Marketing during iStrategy Singapore 2010.TRANSCRIPT
BrandsGoingMobile
Thankyou
GoodChoice!
work∙shop(wûrkshp) n.
1.Aroom,area,orsmallestablishmentwheremanualorlightindustrialworkisdone.
2.AneducaConalseminarorseriesofmeeCngsemphasizinginterac,onandexchangeofinforma,onamongausuallysmallnumberofparCcipants:acreaCvewriCngworkshop.
mobile[ˈmәʊbaɪl] n.
1. (FineArts&VisualArts/ArtMovementsa.asculpturesuspendedinmidairwithdelicatelybalancedpartsthataresetin
moConbyaircurrentsb.(asmodifier)mobilesculpture
2.(Electronics&ComputerScience/TelecommunicaCons)shortformobilephone[viaOldFrenchfromLaCnmōbilis,frommovēretomove]
GeWngtoknoweachother
QuesCons?
QuesCons(Iwontanswer)
Isthistheyearofmobile?
Firstmobilephonecall(1973):'HiJoel‐guesswhereI'mcallingfrom?
DrMarCnCooper,aformergeneralmanagerforthesystemsdivisionatMotorola,isconsideredtheinventorofthefirstmodernportablehandset.Coopermadethefirstcallonaportablecellphonetohisrival,JoelEngel,headofresearchatBellLaboratories.
BellhadintroducedtheideaofcellularcommunicaConsin1947withtheirpolicecartechnologyandhadbeenracingtobeatMotorola.ButintheendMotorolawasfirsttoincorporatethetechnologyintoaportabledevicedesignedforuseoutsideavehicle.
Thefirstreallyportablephoneforthegeneralpublicwasproducedin1985byVodaphone.
Readmore:h]p://wiki.answers.com/Q/When_was_the_mobile_phone_invented#ixzz16sc3DYPO
Whymobile?
Canyouimaginelivingwithoutit?
QuesCons
MediaandSocialhasbecomereal,me
QuesCons
WhymobilemarkeCng&AdverCsing?
MobilemarkeCngandadverCsingarecomingofage.
SeenasthemostpersonalmeansofcommunicaConwithconsumers,mobileadverCsingisrallyingtoovercomethesCgmaoflargeradverCsingmarkets–print,TV,radioandonline.
1stPrint 1500’s2ndRecordings 1890s3rdCinema 1910s
4thRadio 1920s5thTV 1950s6thInternet 1995s7thMobile 2000s
the7thMassMedia…
QuesCons
What'sthecontext
Print 621,000circulaConAutomobiles 920,000registeredCableTV 527,000hhLandlinephones 1,994,000linesRadio 2,600,000radiosCreditcards 1,15,000accountsTV 1,330,000setsResidenCalbroadband 1,962,700Mobilephones 7,020,000setsMobilesubscripCons 6,414,800
Singapore
Webhasbecomemoresocial&mobile
PublishermediaSocial/MobileMedia
Source:TNScompete
QuesCons
What'sthesizeoftheindustry?
Experts have predicted that over the next 5 years, mobile advertising will become a $2 billion business. JupiterResearch, 2008
Experts have predicted that over the next 5 years, mobile advertising will become $2.3 billion business. LocalMobileSearch, a subsidiary of Opus Research
Experts have predicted that over the next 4 years, mobile advertising will become a $6 billion business. eMarketer
Experts have predicted that over the next 5 years, mobile advertising will become a $6.5 billion business. Mobile Advertising: After the Growing Pains
RohitDadwal
[email protected]]er:rohitdadwal
Aboutyou Whoareyou?
Whatdoyouwantfromthissession?
Why?
Brands
EnablersAgencies
AboutMe
TradiConal<Digital<Mobile
MeeCngoftheWaters
TheAmazon
WhereDigitalCollideswithTradiConal
Digitalmarke,ng
Tradi,onalmarke,ng
Mobile is the connective tissue pulling the forces together
Mobile
Whatcomestoyourmindwhenwesaymobile?
Mobile
Whatcomestoyourmindwhenwesaymobile?
Mobile
Whatcomestoyourmindwhenwesaymobile?
off course, if you really want to
You can still make phone calls
The 3rd SCREEN MOBILE
Entertainment Information
Phone Downloads
MP3 Photos Internet
Messaging / Email TV
Services
The 2nd SCREEN INTERNET
Entertainment Information Downloads
Messaging / email Services
The 1st SCREEN TELEVISION
entertainment information
ApowerfuladverCsingmedia:the3rdscreen
0 24 exposure & engagement (hours / day) advertising opportunities…
WhyIsMobileMarkeCngSoEffec,ve?
TurnPassiveAdverCsingChannelsIntoInterac,veExperiences
• Setupcampaigninminutes
• Viewreal‐CmereportstoopCmize
PerformanceMetrics
26
Peopleareengagedinconversa,on,withorwithoutyou.
socialmediaconversa,on
Ecosystem<DefiniCons<Mobile
DefiningMobileMarkeCng
MobileMarkeCngisthesetofpracCcesthatenableorganizaConstoengage,communicateandmutuallyexchangevaluewiththeiraudienceinaninteracCvecontextuallyrelevantmannerthroughanymobiledeviceorwirelessnetwork.
DefiningMobileAdverCsing
MobileadverCsingisthepracCceofplacingpaid‐forpromoConalmediawithinanyofthevariousmobilechannels.
AmobileadverCsementcanbetheinserConofadcopyatthebo]omofatextmessage,theinserConofatextorgraphicadbannerwithinamobileWebsite,theappendingorpre‐pendingofavideooraudioadverCsementstoamobilevideoserviceorautomatedvoiceservice–theseareafewexamplesofmobileadverCsing.
Animated Ads
Video Ads
Banner Ads
Text Ads
DefiningMobileCommerce
MobilecommercereferstothepracCceofenablingvalueexchangeviamobilechannelsusingavarietyofbillingsystems,includingPremiumSMS(chargingtomobilephonebill),creditcards,PayPalandalternaCveformsofpayment.
Breakingitdown Organiza,ons:CommercialenCCes,brands,agencies,marketers,non‐
profits,enterprises,etc.,withproducts,servicesandofferingstheywishtodelivertothemarket.∙
Mobiledevice:anywirelessdeviceregardlessofdeviceformfactorornetwork.∙
Wirelessnetwork:2G,3G,4G,WiFi/WiFiMax,Bluetooth,
Prac,ces:acCviCes,insCtuCons,processes,industryplayers,standards,adverCsing,relaConshipmanagement,CRM,customerservices,socialmarkeCng,
Mutualexchange:recognizestheco‐valuecreaConofcommercetodaybetweenorganizaConsandconsumers
Contextuallyrelevant:recognizesalltheelementstotailorandpersonalizetheexperienceincludinglocaCon,contextplus,Cmeandbehavior
Consumer,Customer,Friend
Sellers:Brands,Products,Services
Mediasites&contentplaworms
Operators,Aggregators,Adnetworks
Tech:channels,plaworms,network
Enablers:Gov,Assoc’s,Handsetmanu’s
MobileValueChain‐7PrimaryCategories
Agencies:Media,creaCve,digital,mobile
Channelsfordelivery
33
TheMobilePyramid
TypesofadverCsing
Display
RichMedia InContent
InMessageSearch
AtLocaCon
MarkeCng&AdverCsing<Mobile
What’shappening?
–1in3organisaConsgloballyareincorporaCngmobileintotheiradstrategies
Brandsarebuildingmobilesites,butarenotconsideringhowpeoplewillfindthem
Likethewebinthe1990’s Indevelopingmobilesites,yousCllneedtoopCmisetheon‐pagefactors:(Goodcodingandrelevancy)
Brandsarenotmakinguseofavailablefeatures: ‘Clicktocall/book’ Downloadanappwithasingleclick
ACounterIntui,veGoal
AGreat
MobileCampaign
TheIntegra,onGoal
The holistic integration of mobile across all your customer engagement activities
A Great Marketing Plan
Leveraging Mobile
Key Concept
Integrate mobile into all your marketing channels to support them
and you will CREATE a mobile channel in the process!
Integra,ngMobileIntoMarkeCng
Quizzes,Trivia,VoCng
MobileCoupons
Alerts/SubscripCons
ViralMarkeCng
Content AdverCsing
BrandedUCliCes
Sweepstakes&PromoCons
Commerce
SocialMedia
(UGC)
Customer
Care
Giving
CommonConsumerEngagementTacCcswithinmobilemarkeCng
IntegratedcrossmediacommunicaCon
ThreeApplicaConstoMobileMarkeCng
DirectMobileMarkeCng(push/pullmarkeCng)
MarketerIniCated(push) Requiresconsumeropt‐in&consent
ConsumerIniCated(pull)
IndirectMobileMarkeCng(pullmarkeCng)
MobileenhancementoftradiConalmedia&retailenvironmentsrequiringconsumeriniCatedinteracConwiththemarkeCnginiCaCve(print,TV,radio,outdoormedia,directmail,email,point‐of‐sale,Internet,mobileInternet,etc.)
Mobileasaproductand/orservice
MobilecapabiliCesmayalsobeintegratedinwiththemarketersproduct,customerservicesorrelatedoffers,wheremobilecanbeanenablingvalueaddedcapabilityortheprimaryserviceschannel.
Casestudies<Mobile
Whatisthemobilechannelbeingusedfor?
Acquisition Retention
Brand Building
MobileInteracConEvolu,on:fromapointofpromoContoengagement,Marketersstarted
usingthemobile
plawormasoneofthesmallerchannelsintegratedintoalargercampaign,
todaybrandsarestarCngtoincreasethescopeofthemobilechannel
Mobileadver,sing
DirectResponse Permission Sampling Compe,‐
,ons On‐pack
ACQUISTION
AcCngatthepointofimpulse
Mobileasaconnector
Extending&enhancingothermedia
Increaseduseofmobileinternet
Increaseinavailableinventory
Newformats–richerexperience
Commercialsuccess
Mobileadver,sing
DirectResponse Permission Sampling Compe,‐
,ons On‐pack
ACQUISTION
53%jerseydownloadconversionrateamongclickers41%otherIPL/Reebokengagementconversionrateamongclickers15%storelocateconversionrateamongclickers
Mobileadver,sing
DirectResponse
Permission Sampling Compe,‐,ons On‐pack
ACQUISTION
760millioncallsfrom35millionusers
300%increaseinAxesales
mobileforentertainment
• Total Incoming Calls: 760,749,000
AXE sales increased by 300%
• Total Unique Numbers: 31,225,000
Mobileadver,sing
DirectResponse Permission Sampling Compe,‐
,ons On‐pack
ACQUISTION
Choice,Control,CustomisaCon,ConsideraCon,Constraint,ConfidenCality.
ORPermission,Preference&Privacy
Thekeyisvalueexchange
Mobileadver,sing
DirectResponse Permission Sampling Compe,‐
,ons On‐pack
ACQUISTION
Databaseofover400,00IVRandvoucherstopushfoowall
20%responserate
Mobileadver,sing
DirectResponse Permission Sampling Compe,‐
,ons On‐pack
ACQUISTION
Over100,000responsestoTVadvert
Mobileadver,sing
DirectResponse Permission Sampling Compe,‐
,ons On‐pack
ACQUISTION
16millionentries30%increaseinmarketshare
80%newconsumers.
Mobileadver,sing
DirectResponse Permission Sampling Compe,‐
,ons On‐pack
ACQUISTION
17.5millionentriesfrom5%oftheUKpopulaCon
Upsell Self‐service CRM
RETENTION
GrowingconsumeracceptanceandexpectaCon
The‘on‐demand’consumer
Mobileasanaccesspoint
CosteffecCveness
InstantinteracConwithconsumers
PotenCaltorewardconsumersforinteracCng
Upsell Self‐service CRM
RETENTION
30%responserategeneraCnginexcessofEuro2millioninsales
Upsell Self‐service CRM
RETENTION
150,000mobileboardingpassespermonthor15%of
allcheck‐ins
Upsell Self‐service CRM
RETENTION
SMSdrivenwithanaverageresponserateof20%over3
years
games u,li,es promo,on
BRANDBUILDING
Permanentbrandpresence
InstantinteracConwithconsumers
ConsumerexpectaCon
Be]erunderstandingoftheadvantagesofmobile
Growthofappstores
games u,li,es promo,on
BRANDBUILDING
VW†GTiRealRacingappfor2010model
$500,000spend
5mplusdownloads
Morecarssold
games u,li,es promo,on
BRANDBUILDING
LocaConawareservices500,000downloads
games u,li,es promo,on
BRANDBUILDING
15.000+downloads17differentcountries
Strategy<Mobile
BuildingBlocksofMobileMarkeCng
Strategy
Creative
Execution
Mobile Enablement Platform
Mobile Analytics & Measurement
Expertise Triangles
StrategicApproaches
MobilemarkeCngtasks:Strategy,CreaCve,ExecuCon,Plaworm/Technology,AnalyCcs
Agency,partnerwithafirmandhavethemoverseeeverythingforyou.
Do‐it‐yourself,handlingallmobilemarkeCngtasksyourself
Plaworm,licenseaccesstooneormoremobilemarkeCngapplicaConplaworm(s)andhandletherestyourself
Hybrid,somecombinaConofthethreeapproachesabove
Strategy
Creative
Execution
Mobile Enablement Platform
Mobile Analytics & Measurement
Agency Do-it-
yourself Platform Hybrid
Mange activity in-house
Outsource activity to partner
Approaches Legend
CheckListforpickingmobileproviderpartner
DoestheproviderhaveextensivemobileexperienceandrelaConshipswithinthemobilemarkeCngecosystem?
IstheproviderofandfollowingtheindustrybestpracCcesandguidelinesfromMMA
WhichofthemobilemarkeCngbuildingblocksdoestheproviderhaveanexperCsein(ifthevendorsays“allofthem”makesureyoudrilldown”andfindoutwhotheyworkwith—noonefirmcandoeverything).
DoestheproviderhavethecapabiliCesneedtodeliveryouruniquebrandexperience?
Cantheprovider’ssystemshandlepeaksinmessage,mobileInternetorrelatedprogramtraffic?
WillyourbusinessgoalsbemetifIchooseaproviderpurelyonprice?
Cantheproviderhelpyoubuildorexpandmycustomerdatabase?
BudgeCng:FixCosts
FixedCosts/Investments
Strategyandresource
MobilemarkingplawormandapplicaConlicenses
ConnecConaggregatorfees
CommonShortCodeleases
BudgeCng:VariableCosts
CreaCveconceptdevelopment Contentlicensingand/orcreaCon
MobilemarkeCngapplicaCon/plaworm
TacCcalexecuConofaprogram
TransacConalitems
messagingtraffic(SMS,MMS,Email),InternetandmobileInternetpageviews,adverCsingpageviews/clickthroughs,contentdownloads,IVRMinutes,contentroyalCes,imagesrecognized,etc.
Programstrategydevelopment
Carrierspecificcharges
TradiConalmediaandretailchannels
Exercise<Mobile
Planyourmobilestrategy
1. SportsbroadcastcompanywantstoincreaseengagementwithitsconsumerstoreinforcetheirposiConandtoraiseawarenessofnewprogramming
2. AlcoholicbeveragebrandneedstoengagewithfloaCngaudienceatasporCngeventtoincreasebrandpenetraConandshareamongnewconsumergroups
3. TransportcompanyneedstoengageconsumersandhelpimprovecustomersaCsfacConandtherebybo]omline
DeliveringThroughAllMedia
ESPNistheClearLeaderinMobileSports #1SportsMobileWebsite:11Muniques/month #1SportsAlertsService:200M+messages/month iPhone/iPadApps(freeandpaid)–11MMdownloads MobileTV>1,000liveevents/gamesin2010
Publisheroftheyear
2010
ImprovingCustomerCareandBoXomLine
Incoming Text: 8,000 in November 2009 to more than 167,000 in July 2010
Weekly calls dropped 40%
Saved OCTA $600K
05,00010,00015,00020,00025,00030,00035,000
Num
berinncom
ing
Week
IncomingTextsvsCalls
Texts Calls
Orange Country Transportation Authority
SuccesswithMobile:Guinness
Objectives: • Guinness® wanted to create a strong and lasting connection with the consumer,
making the brand synonymous with the Hong Kong Sevens
Execution: • Guinness Passport to Greatness, the world's first talking mobile event guide • 1000s of application downloads during the week-long event, driven by a
competition to win Sevens tickets • The campaign boosted Guinness sales by 30% year-on-year
Discussion<Feedback
InSummary
BroadbandbasedadverCsing Targetedprofiledcampaigns Contextualmessaging
adverCsing OnandoffportaladverCsing
InteracCve,directresponsecampaigns MobileportalsubscripCons Qrcodes Smsshortcodes Viralgames
BrandedApproaches Content Simcards
Explore the various mobile marketing avenues 1
2 Harness the medium Match the advert to the
subscriber right time right place right format
Context / scenarios user profile
user preference demographics
device time
location
BestmobilecampaignsarenotSILOS
MobilebolsterstheequiCesoftheoverallbrandstrategy&experience.
4 Choose the right partners
Ad / Digital Agencies
Content Providers Ad Sales Network Network Operators
5 test and learn
start with a pocket / highly targeted campaign
in a controlled environment
then eventually launch on a bigger scale.
6 Measure, measure, measure Behavior
Clicks, participation, traffic data, demographics, stats, etc
Outcomes Conversions, orders, leads,
etc
Experience Research / consumer
• InnovaConishappeningeverydayandmanyemergingsoluConsareviabletoday
• Butwhilemanythingsare“cool”,it’simperaCveforbrandsandagenciestonotgetaheadofthetechnology
– Followthemobilepyramidstrategy
– Tapintoresearchonconsumerbehaviorsandinterests
– Learnfromcasestudies
“Success is not so much about where you are now but about where you want to be.”
Thankyou
RohitDadwal
ManagingDirectorMobileMarkeCngAssociaConAsiaPacific
[email protected]]er:rohitdadwal