BRINGING MOBILE TO THE HEART OF THE MARKETING MIX

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    23-Aug-2014
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    Mobile

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The marketing ecosystem has seen a disruptive change due to new technologies. Mobile is at the forefront of this new ecosystem as one of the powerful channels. It not only provides a great reach but also deep engagement with the consumers. At ad:tech Singapore on 8-9 July, Vikas Gulati (VP - SEA) presented how Brands can effectively leverage mobile to engage consumers and maximize the impact of the campaigns. He also shared case examples and learnings from these campaigns. Session Discovery Topics: · Understanding the key trends on smartphone adoption especially in SEA markets. · Who are these mobizens and how does their mobified world look like. What are the mobile experiences they are seeking? · How to define the winning strategies for creating successful mobile centric campaigns.

Transcript of BRINGING MOBILE TO THE HEART OF THE MARKETING MIX

  • BRINGING MOBILE AT HEART OF THE MARKETING MIX Vikas Gulati, VP, South East Asia, Vserv.mobi
  • MOBILE IS LARGEST IN CONNECTED DEVICE ECOSYSTEM TABLETS ARE CANNIBALIZING PCS 1 BILLION SMARTPHONES SHIPPED IN 2013
  • SMARTPHONE ADOPTION CONTINUES TO GROW
  • PEOPLE USE THEIR SMARTPHONE MORE THAN THEY SAY THEY DO
  • A CAPTIVE AUDIENCE
  • A NEW PRIMETIME FOR MOBILE
  • HOW THEY ARE USING SMARTPHONES ?
  • WELCOME TO THE MOBIFIED WORLD OR WHAT WE CALL MOBIZEN WORLD
  • MOBILE IS THE FIRST CHOICE FOR ALL MEDIA CONSUMPTION NEEDS VOICE, MESSAGING, VIDEO, MUSIC, CONTENT, NEWS
  • REASON, RELEVANCE & RICHNESS ARE KEY TO ENGAGE WITH THEM. NEED OF A WHOLESOME EXPERIENCE!
  • REASON, RELEVANCE & RICHNESS ARE KEY TO ENGAGE WITH THEM. NEED OF A WHOLESOME EXPERIENCE! REGIONAL CONTENT IN ALL FORM OCCUPIES A LARGE SECTION OF THEIR CONTENT CONSUMPTION NEEDS
  • MESSAGING PHONE (VOICE) ENTERTAINMENT BROWSING MUSIC MORE THAN ONE FUNCTIONAL NEED
  • TWIN SCREENS QR CODE SHORT CODE ALTERNATIVE ACCESS ENGAGEMENT / INFLUENCE
  • MOBILE IS BECOMING THE MOST IMPORTANT MEDIUM EVERY OTHER MEDIUM IS FEEDING OFF IT
  • ADDRESS THESE AUDIENCES ON MOBILE? INTEGRATE MOBILE MEANINGFULLY IN CAMPAIGNS MAXIMIZE THE IMPACT (MEASURABILITY)
  • INTEGRATE MOBILE
  • Axe Logo INDONESIA
  • INDONESIA TV ------------------------ ----------- TV INNOVATION BRING AXE-STRONAUT TO TV NATIONAL NEWS & NATIONAL SOCCER GAME! PRINT ------------------------- ---------- PRINT COVER INVASION! OOH -------------------------- --------- NIGHT CLUB INVASION! AXETRONITE!
  • INDONESIA Axe Logo THE HIGHESTREGISTRATIONS WORLD WIDE 82,000 INDONESIANS REGISTERED TO GO TO SPACE
  • INDONESIA AXE APOLLO SPACE ACADEMY ( INDONESIA ) Launch Axe Apollo Range Get users to register for Axe Apollo Space Academy AASA Global Program
  • INDONESIA CREATIVE AND CONTENT IS CRITICAL DEFINE ROLE OF MOBILE IN THE COMM. MIX SET SUCCESS & PROCESS TO TRACK WHAT WE LEARNT
  • INDONESIA
  • MAGNUM NEW FLAVOR LAUNCH ( INDONESIA ) Creating Awareness & Buzz around the new flavor launch Contest to drive consumer participation lucky winners get to travel In Indonesia, If its worth talking about, it will be shared on Twitter
  • MAGNUM NEW FLAVOR LAUNCH ( INDONESIA ) Engaging Rich Media execution integrating Twitter to encourage participation in contest Total Impressions Delivered: 3,016,713 Total CTR: 1.61% Results: More than 200,000 tweets sent directly from the Rich Media AD with in 30 days
  • WHAT WE LEARNT LEVERAGE FUNCTIONALITIES AND PLATFORMS CREATIVE AND CONTENT IS CRITICAL DEFINE ROLE OF MOBILE IN THE COMM. MIX SET SUCCESS & PROCESS TO TRACK
  • INDIA
  • SAMSUNG S4 ( INDIA) Brand Challenge: Brand wanted to showcase and educate users about all the new features to position this handset as the premium Android phone. Solution: Break the Bricks Use one of the highest played games as a metaphor to gamify the consumer education. Role of Mobile: Target & engage with mobile phone enthusiasts.
  • SAMSUNG S4 ( INDIA ) Results: 1.4 Mn unique users reached with whopping 90% playing the game twice.
  • CREATIVE AND CONTENT IS CRITICAL DEFINE ROLE OF MOBILE IN THE COMM. MIX SET SUCCESS & PROCESS TO TRACK WHAT WE LEARNT LEVERAGE FUNCTIONALITIES AND PLATFORMS THINK CONSUMER JOURNEY
  • THANK YOU