Igniting Brand Engagement Through Mobile Content

Igniting Brand Engagement Through Mobile Content

Maya Hari, Director Content, Services - Samsung Asia Abel Sim, Head of Strategy - GYRO

MOBILE CONTENT

Great Content Does Not Happen Accidentally gyro:Samsung

MOBILE.

SHIFT NOW.

CONTENT MARKETING: A WINNER ON MOBILE

gyro:Samsung Copyright 2014

gyro:Samsung

What is our content approach?


Mobile Content Marketing

is all about UNDERSTANDING who is INVOLVED in the

PURCHASE decision PROCESS and what information they

NEED to make an INFORMED DECISION.

We help your prospects

buy from you.

Who, What, When, Where and Why Role and

Responsibility Audience segmentation

What is the key value offering?

What are the triggers and effective incentives

How can we ensure they are aware

of what they will gain

What is a conversion


EMOTIONAL + RATIONAL INSIGHTS ALONG THE JOURNEY

WHERE AND WHEN

Nurture programs tailored to each buyer’s unique needs with synchronized touch points

WHAT AND HOW

Personas provide key input into experience planning models


KEY CONSIDERATIONS: MOBILE CONTENT PILLARS


KEY CONSIDERATIONS: MOBILE CONTENT PILLARS

BAD CONTENT +

GOOD DESIGN +

GOOD MARKETING

GOOD CONTENT +

BAD DESIGN +

GOOD MARKETING

BAD CONTENT +

BAD DESIGN +

GOOD MARKETING

No Loyalty No Connection No. Never.


MOBILE CONTENT FORMULA

REVENUE

DESIGN UX

JOURNEY INTENT

CONTENT STICKINESS ENGAGEMENT TARGETED CONTEXTUAL PERSONALISED

MARKETING CLICK SHARE REDEEM PLAY

JOURNEY

CHANNEL DEVICE APP

MOBILE SITE SOCIAL


Demographic Location Day-part

Usage Launch/Load

Page Views Session Length Category Content Format

Active Users

Action Taken Deal/Reward Like/Share/Comment

The New Girl

Skeptical User

One Hit Wonder

Ready to Convert

Mobile Lifer


Where: Plan for the context (Table, Toilet, Travel)

When: Plan for the glance (Call to action, Short‘N Snappy)

Action: Reason to click (Value validates the action/interruption)

Customize: Feeling Special (Shareable, Attention Grabbing)

Noise: Learned Behavior (Make us intuitive)

Rewards: Serendipity (Right Deal, Right Time, Right Place)

MOBILE CONTENT RULES


GALAXY LIFE FEATURES

Engaging and useful editorial content, plus contextual deals and rewards


Overwhelming choices for consumers!

Curation is King

1

curation

curation Fickle Consumer

2

curation

Less Loyal

•  Fickle minded •  Spoiled for choices •  Willingness to experiment

curation

•  On mobile •  On demand •  On the move

IMPATIENT

curation Lock screen is moved 125 times a day

curation

•  Seek choices •  Seek convenience •  On their terms

Desire Control

curation

Listen to consumers

•  Share opinions •  Create content •  Dialogue not monologue

Listen to consumers

curation

curation Discoverability

3

curation

What The Market Offers

MINDSHARE = NEW CURRENCY

curation Local Relevancy

4

curation LOCALIZATION

curation

curation

Benefits to consumers

Meet their needs Feels engaged Sense of ownership

•  Focus on relevance

•  Personalized approach

•  Gets better with repeated usage

recommendation

curation

curation

6Mobile + Engagement =

SUCCESS

curation

Loyalty

A life more rewarding

* For internal use only. Do not distribute.

•  Market leader in the TV, smartphones and tablets space

•  Deliver rich content and services through partnership

•  Engage consumers through

data-driven insights

Connecting with our customers

* For internal use only. Do not distribute.

Mobile + Engagement = SUCCESS

Thank you!

Igniting Brand Engagement Through Mobile Content

Mobile

Transcript of Igniting Brand Engagement Through Mobile Content