mobile marketing beyond sms

Mobile Advertising in Vietnam: Beyond SMS

mindset Minh Nguyen

Digital Strategist - AKA Digital

Outline

Mobile advertising ecosystem

Key mobile advertising services

Mobile Display Advertising

Best practices from other markets

Carriers / Operators / Telco

Aggregators

Developers

Handset manufactures

Publishers

Advertising networks

Industry bodies

The Mobile Ecosystem

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Brands and content owners – who have the orginal content – so these would be bollywood production houese for example

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App providers in India ? And the aggregators

What they do

Collate content to re-sell

e.g. ringtones, wallpapers, games, SMS competitions

Example companies

VMG

VASC

M-Box

VTC

Etc.

Aggregators

What they do

Create mobile web sites & campaigns

Deal with brands and advertisers (their clients)

Sometimes work with mobile development company to implement

Example companies

Group M

JWT

AKA Digital

Agencies

What they do

Create and publish content (news, weather & sport information)

Example companies

vnExpress Mobile

Dantri Mobile

Yahoo! Mobile

Tuoitre Mobile

The Publishers

What they do

Create ads

Serve ads into mobile websites & applications

Example companies

BuzzCity

Adsmobi

AdMob

Navteq

Mobile Advertising Networks

What makes Mobile Advertising so enticing?

TraditionalAdvertising

On-lineAdvertising

MobileAdvertising

One-to-one advertising

Different design to different audiences

Interactive advertising

Location based, highly targeted

Highly Interactive, viral , extremely

personal & omnipresent

Mass advertising, high reach

Lacks customisation

Zero interactivity

POTENTIAL PERSONALISATION

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Qn : why is mobile considered more targeted than digital and also more personal

3. Key Mobile Advertising Services

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In Vietnam, it boils down to only 4 options?

SMS

MMS

Mobile Site

Mobile application

Really?

Mobile TV ?

QR Code?

Bluetooth?

SMS Marketing Types

1. Interactive response to short code integrated in an advertisement

2. Database Marketing3. Branded ID and Footer advertising 4. SMS “push” based advertising 5. Voting or Polling

2010 PromoTexter. All rights

SMS Marketing Services

TextBlaster

TextWinner

SMS Blast Campaigns

Customer Push Alerts

Helpline, CRM

Quick Send SMS

Quizzes, Comps

Raffle Promos

Feedback, Surveys

Voting, Polls

Profiled Targeting | High Speed Transmission | Personalised SMS Real Time Delivery Status | Scheduled Delivery | Mobile Number Validity

Platform features

Online SMS Marketing Tool Online SMS Competition Engine

The campaign was promoted across print, television, Café Coffee Day outlets.

Users had to SMS ‘POH’ to 8243 & answer a simple question.

On answering he could either win an SMS discount coupon of 15% on the purchase of the POH DVD & be eligible to win a FREE DVD.

The SMS coupon could be redeemed at any music or video store.

The activity increased the footfalls to the stores.

Campaign by Yahoo

Case Study: Sony Pictures –‘Pursuit of Happiness’ SMS Promo

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Presentation Notes

Example of how sms can bring about interactive campaign A lot of SMS campaigns get promoted in traditional media – marrying the reach of traditional with the interactivity of the mobile. And the fact that a mobile is with you when you are at a hording, etc..

CADBURY

“PAPPU PASS HO GAYA” campaign was run by Cadbury India with Amitabh Bachchan to test their brand recall.

The campaign was supported by an SMS contest to conduct a wireless survey and gauge market acceptability of the new campaign launched for CDM .

The viewer had to SMS “PAPU” to 4646 and get a question in return which revolved around the campaign.

This initiative was a huge success which actually helped Cadbury to measure the Ad recall.

Campaign by Hungama

Mobile Web – A Must-have

Mobile Ads Inventory is HIGH!

Source: Admob May 2010

MOBILE MEDIA REACH (ONLY POTENTIAL CUSTOMERS WITH CERTAIN SMARTPHONES CAN SEE THIS CAMPAIGM!!!)• 1.5 million mobile impressions (eg)• Any time frame within 1 or 2 months

GET MOBILE PRESENCE • 1 custom build landing page• Banner creatives• 1 feature (click to call, click to mail, click to sms)• Mobile promo campaign to attract ‘action’ users

GET POST CAMPAIGN ANALYSIS• Data reports and analysis• Database on ‘action’ users

Campaign Mechanics

Display Banner on mobile web

WAP siteWith detailed info

Mobile QR Codes Integrate a QR Code in traditional and online advertising: on a billboard in a magazine on a website at Point of Sale in direct marketing materials

Customers scan and click through to your mobile site

SMS back-up is essential

Since July 08 Telstra reported 42.5k Code Scans 1.2M+ handsets now capable of scanning mobile codes. 25% of Telstra’s Next G handsets

Where can a QR Code go?

• Takashi Murakami & Louis Vuitton “designer QR”

• Jacket Patches• Tattoos• Business Cards• Invitations• Posters• T-Shirts

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Presentation Notes

How’s this for a QR barcode! Produced by Tokyo-based creative agency SET, it was put together to promote the ongoing collaborations between LV and Takashi Murakami. I’m pretty sure it’s the first time I see a stylized code like this, and I’m quite surprised that it actually works.

Bluetooth Location specific Events Festivals Contained area such as an office building, university campus

etc

Customers with bluetooth enabled receive alert

Choose whether or not to receive the content

Mobile Application Downloads

Promote in an app store iPhone app store Other app stores are growing market

Send an SMS with a link to download

Send to a mobile site where they can download

Pre-installed onto a phone Carriers Handset manufacturers Strong brands only

App stores - the iPhone and others

iPhone Australian app store launched July 08 500 – 750k Australian users

Android (Google) Australian app store launched March 09 2.3k applications No. 4 Handset in U.S. in March (after iPhone,

Blackberry)

Blackberry Launched App store April 09 (not in Aus yet)

Nokia (Ovi store) Australian app store launched Predicted 20k applications on launch

In-Games Mobiles Advertising to build brand equity

€

NAVTEQ Introduces LocationPoint™ AdvertisingNAVTEQ LocationPoint™ Advertising is a new form of communication that provides advertising to consumers based on their locations.

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LPA on Ovi Maps by Nokia Navteq

• Following Nokia’s ‘free and forever’ navigation

• Advertise alongside highly valued location specific info

• Available on more than 20 Nokia GPS enabled devices*

• Top banner position in ‘Weather’, ‘Events’, ‘Michelin Guide’ and ‘Lonely Planet’ sections. More to follow

• 100,000 downloads a day since launch week. 72 countries available

• Click to: call, map, route, web, coupon

• NAVTEQ LocationPoint™ Technology

*Nokia models enabled: 2710, 5230, 5235, 5800 Navigation, 5800 XpressMusic, 6710, 6720, 6730, 6760, C5, E52, E55, E66, E71, E72, N86, N97, N97 Gold, N97 mini, X6

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Sophisticated-targeting: Target your customers based on their exact location and proximity to your retail locations, the time of day and/or based on loyalty programs. Integrated: Incorporate your offer into the content so that your message seamlessly adds to the user experience.� Compelling: Deliver value-added offers within relevant content that entice your customer to take action. Results-Oriented: Receive detailed campaign metrics to track and optimize ROI and eliminate advertiser waste.

Traditional Advertising

Integrate mobile destination (URL) in traditional advertising

Advertise the mobile URL On a billboard In a magazine On the side of a tram In a press ad

Include SMS shortcode as alternative to URL

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As the earlier examples showed, Qn : Is it difficult to do

mobile marketing beyond sms

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