1

The  Digital  Marke.ng  Experts  

There  is  great  debate  in  our  Agency  about  using  Mobile  Marke.ng  in  China….  Are  we  ready  in  this  market?  Will  it  work?  What  are  some  of  the  mobile  marke.ng  op.ons?  

2

Understanding

Mobile Marketing

Remember When?

3

What is Mobile Marketing

4

First, a relatively new, marketing form on or with a mobile device, such as a cell phone. (this is an example of horizontal telecommunication convergence). Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards. -- Wikipedia

This presentation will focus on the first part of this definition  

Types of Mobile Marketing

5

SMS Ads Push Notifications Search Ads Wap Display Ads App Display Ads

6

Knowing the

Device Features

7

Device Features and Context

GPS

Touch

Sensors (A/V)

Contacts

Device Features

Location-Aware

Intimate and Interactive

Physical Intelligence

Personal and Social

What it provides for us:

Portability Relevant at Point of Consideration

8

Exploring

Mobile Marketing in China

9

Mobile Marketing Fast Facts

This is expected to grow with 200 million more mobile internet users in the next three years.

332 million of those (38%) make use of the internet on the mobile phone. Making China the largest mobile internet market.

WAP is still strong in China, with CCTV WAP getting more than 10 million unique visitors per day.

China is expected to have sold 150 million smartphones in 2011  

As of May 2011,China has more than 900 million mobile users.

Mobile ad spending will double this year in China to nearly $500 million

The Chinese Mobile Companies

10

China Unicom was the last of the three Chinese operators to launch its own app market, the WoStore, in September 2010. The WoStore joined China Mobile’s Mobile Market and China Telecom’s Estore in the group of app stores owned and managed by operators. By creating they own apps stores, operators wish to use their large pool of customers to attract developers.

Mobile Ad Spending in China

11

In 2010 the total spending on mobile advertisement in China was 223.2 million US dollars.

  This figure is expected to be doubled in 2011 to 448.7 million US Dollars

Differences in East/West Behavior

12

One key difference between China & the US is in the use of IM on the phone. This explains why the QQ participation is so high in China.

Social, Local, and Mobile

13

In China, there is a propensity for using social media so having long commute times to catch up with digital friends creates an environment of “always socially connected” syndrome

Location sharing (e.g., checking in to Jiepang, FourSquare), communication (e.g., Weibo, Twitter), music sharing (e.g., Spotify) and doing all of the above in one application (e.g., mobile Renren or Facebook) are what’s driving mobile usage “SoLoMo”, for Social, Local, and Mobile

mCommerce in China

14

The rapid growth of 3G and smartphones in China has led to a corresponding growth in shopping via mobile phones. This has led to further growth of online shopping in China.

As an example, Taobao’s dedicated platform for mobile e-commerce is attaining sales of US$ 6 million per day and has recorded a single day high of 17 million unique visitors. About two-thirds of the site’s mobile users are men, while three-quarters were between ages 19 and 28.

New Formats

15

HTML5 mobile ad is now a great way to enrich user experiences with mobile interactivity

New Advertising Capabilities

16

The new Smartphone ads allow us to integrate sound, touch, motion sensoring, vibration and even location (via GPS)

17

Now

Enter the World of Mobile Apps

Types of Apps

18

App developers need to consider the type of application that they want to use with a specific target group. These apps tend to fall into a number of categories: •  Entertainment

•  Engagement •  M-Commerce •  Convenience

Entertainment Apps

19

Mobile gaming is one of the leading areas for games and apps developers

Entertainment apps take the form of

casual games to the group buying apps

that incorporate gaming elements such as scoring,

time contention and teaming

Engagement Apps

20

Kraft’s top selling iFood app keeps cooks coming back with recipes, coupons, and sharing features

A top paid selling app, users come back for

new recipes and Kraft coupons. In

addition, Kraft gathers user

data to understand customer

behaviors and preferences.

M-Commerce Apps

21

Over 3M have paid with Starbuck’s mobile app

The mobile card program was tested in 2009, and found

to be the fastest way for customers

to pay. It’s available at 6800 stores.

Customers purchase credit via PayPal or

credit card.

Convenience Apps

22

Delta flyers board with e-boarding passes

The app allows flyers to check-in, use e-boarding passes,

receive text alerts, rebook and cancel

flights, and share flight details with

family/friends.

23

Some

Examples of Mobile Apps & Marketing

GE

24

Find the right bulb with GE’s Moodometer

Regus

25

Mobile professionals find office space worldwide with Regus augmented reality app

Users can locate and schedule a viewing at any Regus global network office center. The app

features search filters, maps, turn-by-turn directions, and

augmented reality overlays of location and distances on

real-time views.

26

Mountain Dew

Consumers Vote Nationwide for the next Mountain Dew flavor via text Consumers entered to win years supply and new flavor launch party Consumers sample 7 new flavors and text the number of their favorite to 99702

Consumers reply to text with any comments. 38% response

System captures all comments Facebook Twitter Integration

McDonalds Goes Mobile

28

About

Digital Jungle

29

Digital Jungle Fast Facts

•  Socially Led, digital marketing specialists

•  Global reach

•  Offices in Beijing, Shanghai, Hong Kong, Sydney

•  Spun out of SinoTech Group in 2011

30

•  Delivering digital strategy and execution services: –  Customer and competitor insight –  Digital strategy –  Social Media Marketing –  Search Engine Marketing –  Affiliate Marketing –  Media Buying

•  We work for global and domestic organisations,

across various market sectors, helping our clients: –  Engage with their key audiences –  Transform their business –  Maximise growthMarketing

World Class Digital Marketing Experience

31

Our Commitment

The mission of Digital Jungle is to help our clients improve their business position and gain real value from their digital marketing investments Through our expertise in social media digital marketing programs and the application of search, affiliate and online marketing, we commit to: • Driving incremental direct revenue • Generating ROI unrivaled by traditional media • Protecting your online reputation • Increasing your market share over your competitors • Building your brand awareness

We look forward to working with you.

Dr Matt McDougall, CEO, Digital Jungle

Thank You! Dr  Mathew  McDougall|  maD@digitaljungle.com.cn

Follow  on  TwiDer  @digitaljunglecn  

Connect  on  Linkedin  www.linkedin.com/company/digital-­‐jungle  

www.facebook.com/digitaljungle  Community  on  Facebook  

Email  info@digitaljungle.com.cn  

Presenta.ons  on  SlideShare  www.slideshare.net/digitaljungle    

Website  www.digitaljungle.com.cn