Brands Going Mobile | Rohit Dadwal, Mobile Marketing Association (APAC) | iStrategy Singapore 2010

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?

RohitDadwal

[email protected]]er:rohitdadwal

AboutMe

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


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?

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


,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


,ons On‐pack

ACQUISTION

Choice,Control,CustomisaCon,ConsideraCon,Constraint,ConfidenCality.

ORPermission,Preference&Privacy

Thekeyisvalueexchange

Mobileadver,sing


,ons On‐pack

ACQUISTION

Databaseofover400,00IVRandvoucherstopushfoowall

20%responserate

Mobileadver,sing


,ons On‐pack

ACQUISTION

Over100,000responsestoTVadvert

Mobileadver,sing


,ons On‐pack

ACQUISTION

16millionentries30%increaseinmarketshare

80%newconsumers.

Mobileadver,sing


,ons On‐pack

ACQUISTION

17.5millionentriesfrom5%oftheUKpopulaCon

Upsell Self‐service CRM

RETENTION

GrowingconsumeracceptanceandexpectaCon

The‘on‐demand’consumer

Mobileasanaccesspoint

CosteffecCveness

InstantinteracConwithconsumers

PotenCaltorewardconsumersforinteracCng


RETENTION

30%responserategeneraCnginexcessofEuro2millioninsales


RETENTION

150,000mobileboardingpassespermonthor15%of

allcheck‐ins


RETENTION

SMSdrivenwithanaverageresponserateof20%over3

years

games u,li,es promo,on

BRANDBUILDING

Permanentbrandpresence

InstantinteracConwithconsumers

ConsumerexpectaCon

Be]erunderstandingoftheadvantagesofmobile

Growthofappstores


BRANDBUILDING

VW†GTiRealRacingappfor2010model

$500,000spend

5mplusdownloads

Morecarssold


BRANDBUILDING

LocaConawareservices500,000downloads


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


Brands Going Mobile | Rohit Dadwal, Mobile Marketing Association (APAC) | iStrategy Singapore 2010

Business

Transcript of Brands Going Mobile | Rohit Dadwal, Mobile Marketing Association (APAC) | iStrategy Singapore 2010