MMA 2013_Mobile then now how
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Transcript of MMA 2013_Mobile then now how
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Then, Now & HowThen, Now & How
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[now] The Mobile imperative[how] Opportunities by geo
Action planAssigning budgets
[then] Click on the now & next
[now] The Mobile imperative[how] Opportunities by geo
Action planAssigning budgets
[then] Click on the now & next
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[now][now]4 reasons to
believe
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Mobile is the only ubiquitouscommunication channel
With a mobile penetration rate of 149% there are90m mobile phone subscribers(everyone)
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To brands and marketers out there, if youleave with one thought from today, it
should be this:
Mobile is the onlyOmni-presentchannel in the
consumer journey
To brands and marketers out there, if youleave with one thought from today, it
should be this:
Mobile is the onlyOmni-presentchannel in the
consumer journey
Credit: WPP 2013
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Mobile takes context intoaccount
Source: millennial media
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Mobile advertising isincredibly effective
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525 respondents; DynamicLogic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181 campaigns, n=127,191 respondents.
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We’ve established that as a channel, mobile is ubiquitous, and theopportunity is vast. And I think we can agree that it’s largely untapped
in a scalable and meaningful way
The challenge to brands, then, is “ifevery Vietnamese citizen is
connected, what can brands do toconnect with them?”
We’ve established that as a channel, mobile is ubiquitous, and theopportunity is vast. And I think we can agree that it’s largely untapped
in a scalable and meaningful way
The challenge to brands, then, is “ifevery Vietnamese citizen is
connected, what can brands do toconnect with them?”
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[how][how]Breaking the
opportunities down&
Action plan
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Vietnam is a dichotomousmarket
7070 2020Credit: kaigakyoshite, Flickr
7070Source: http://en.wikipedia.org/wiki/Vietnam
2020millionmillion
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FeaturePhones
$100smartphones
High endsmartphones
Tablets –Low Cost & Prem.
Essential Tasks & Connectivity Utility & EntertainmentEssential Tasks & Connectivity Utility & Entertainment
Phablet
Corresponding strata of devicesBasic Content Consumption High Content ConsumptionBasic Content Consumption High Content Consumption
Rural UrbanRural Urban
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Young ruralmales: hardest toreach audience in
media
Textpush
Attends localactivation
Enters competition:Gives email
Young ruralmales: hardest toreach audience in
mediaMatch email &
phone #against social
databaseRe-message on facebook(feature phone)
Shares withhis mates
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The value exchangeMutually beneficial ecosystem
Offers, prizes
Entertainment
Drive trial &penetration
CRMdata
Content &entertainment
More relevantcommunicatio
nsSocial currency
advocacyfrequency
CRMdata
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The rural opportunity70 million consumers
Legacy/feature-phone is the
dominant platform
Limited data-pointsfor targeting
purposes – althoughincreasing
operator/publishertie-ups
Facebook forfeature phone +
CRM bridges Geodivide and data
gaps
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Card shark:Credit-consciousurban consumers
Sees offercommercial on
TVC
Google’s HSBC,lands on offer page
Downloads app
Detailsadded tolead-gendatabase
Card shark:Credit-consciousurban consumers
Location functionrecommends local branch
– appointment made
Advocates HSBCto her friends
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Sees offercommercial on
TVC
Google’s HSBC,lands on offer page
Downloads app
Card shark:Credit-consciousurban consumers
Details addedto lead-gendatabase
Weather matchalerts her to gift
Advocates HSBCto her friends
Location functionrecommends local branch
– appointment made
Card shark:Credit-consciousurban consumers
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The Urban opportunity20 million consumers
1/3 smartphonepenetration
80% projected by2015
High volume ofdata-points for
targeting &contextualmessagingpurposes
Rich formats andapps bridge the
media channel gap
Source: Nielsen, wearesocial.net, IMC Institute, telecompaper.com,reuters.com
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Action plan: Get your house in order1. Open browser
2. Search for yourbrand. Is it amongstthe top resultsdisplayed?
3. Is your brandamongst top organiclistings?
4. Is your brand siteoptimized?
1. Open browser
2. Search for yourbrand. Is it amongstthe top resultsdisplayed?
3. Is your brandamongst top organiclistings?
4. Is your brand siteoptimized?
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Action plan: Focus Effort
10%
EmergingSecond Screen/AR
Evolved/EvolvingLocation/Rich/Apps20%
70%
Evolved/EvolvingLocation/Rich/Apps
Getting house in orderSite/Search/Social/SEO
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Action plan: BudgetingBudget for Mobile should be a function of the size of the
opportunity for your business & quality of your data!
Audience size(Reach)
+Time spent
+Affinity
100% ofcommunications
innovation budget
Audience size(Reach)
+Time spent
+Affinity
100% ofcommunications
innovation budget
10% of digital mediabudget
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let’s not lose sight of the fact that:
mobile is, by nature, acommunication platform, thereforeshouldn’t be a platform simply to
talk to consumers, but rather withconsumers
let’s not lose sight of the fact that:
mobile is, by nature, acommunication platform, thereforeshouldn’t be a platform simply to
talk to consumers, but rather withconsumers
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[then][then]
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Let’s never forget:
Mobile devices and its application, or anyother great invention that will come alonglater on, are no substitute for the content ofgreat conversation.
Mobile devices and its application, or anyother great invention that will come alonglater on, are no substitute for the content ofgreat conversation.
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Why?
Great conversations satisfy the mostfundamental need when human beingexchange thoughts: It establishes that thereis a real understanding and real compassionfrom the other human being.
Great conversations satisfy the mostfundamental need when human beingexchange thoughts: It establishes that thereis a real understanding and real compassionfrom the other human being.
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Why?
Great conversations satisfy the mostfundamental need when human beingexchange thoughts: It establishes that thereis a real understanding and real compassionfrom the other human being.
Great conversations satisfy the mostfundamental need when human beingexchange thoughts: It establishes that thereis a real understanding and real compassionfrom the other human being.
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Whenever we can create and sustaingreat conversations, we can establish
Omnipresence Relevant Intimate
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Catching up on mobile marketing cankeep you from falling behind the trend
… but only by sustaining the rightconversations can you keep your brandahead of the game.
Catching up on mobile marketing cankeep you from falling behind the trend
… but only by sustaining the rightconversations can you keep your brandahead of the game.
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Thank YouThank You