Igniting Brand Engagement Through Mobile Content

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    16-Aug-2015
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Transcript of Igniting Brand Engagement Through Mobile Content

  1. 1. Igniting Brand Engagement Through Mobile Content Maya Hari, Director Content, Services - Samsung Asia Abel Sim, Head of Strategy - GYRO
  2. 2. MOBILE CONTENT Great Content Does Not Happen Accidentally gyro:Samsung
  3. 3. MOBILE. SHIFT NOW.
  4. 4. CONTENT MARKETING: A WINNER ON MOBILE gyro:SamsungCopyright 2014
  5. 5. CONTENT MARKETING: A WINNER ON MOBILE gyro:SamsungCopyright 2014
  6. 6. gyro:Samsung
  7. 7. What is our content approach? gyro:SamsungCopyright 2014
  8. 8. 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 gyro:SamsungCopyright 2014
  9. 9. EMOTIONAL + RATIONAL INSIGHTS ALONG THE JOURNEY WHERE AND WHEN Nurture programs tailored to each buyers unique needs with synchronized touch points WHAT AND HOW Personas provide key input into experience planning models gyro:SamsungCopyright 2014
  10. 10. KEY CONSIDERATIONS: MOBILE CONTENT PILLARS gyro:SamsungCopyright 2014
  11. 11. 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. gyro:SamsungCopyright 2014
  12. 12. 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 gyro:SamsungCopyright 2014
  13. 13. Demographic Location Day-part UsageLaunch/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 gyro:SamsungCopyright 2014
  14. 14. Where: Plan for the context (Table, Toilet, Travel) When: Plan for the glance (Call to action, ShortN 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 gyro:SamsungCopyright 2014
  15. 15. GALAXY LIFE FEATURES Engaging and useful editorial content, plus contextual deals and rewards gyro:SamsungCopyright 2014
  16. 16. Overwhelming choices for consumers!
  17. 17. Curation is King 1
  18. 18. curation
  19. 19. curationFickle Consumer 2
  20. 20. curation Less Loyal Fickle minded Spoiled for choices Willingness to experiment
  21. 21. curation On mobile On demand On the move IMPATIENT
  22. 22. curationLock screen is moved 125 times a day
  23. 23. curation Seek choices Seek convenience On their terms Desire Control
  24. 24. curation Listen to consumers Share opinions Create content Dialogue not monologue Listen to consumers
  25. 25. curation
  26. 26. curationDiscoverability 3
  27. 27. curation What The Market Offers
  28. 28. MINDSHARE = NEW CURRENCY
  29. 29. curationLocal Relevancy 4
  30. 30. curationLOCALIZATION
  31. 31. curation
  32. 32. curation Benefits to consumers Meet their needs Feels engaged Sense of ownership
  33. 33. Focus on relevance Personalized approach Gets better with repeated usage recommendation
  34. 34. curation
  35. 35. curation
  36. 36. curation
  37. 37. curation 6 Mobile + Engagement = SUCCESS
  38. 38. curation Loyalty
  39. 39. 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
  40. 40. * For internal use only. Do not distribute.
  41. 41. Mobile + Engagement = SUCCESS Thank you!