Demystifying Mobile - Marketing on Mobile is Still Marketing
Mobile marketing
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Transcript of Mobile marketing
7 May, 2014
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Mobile Marketing
Presented by:
Visit VietnamBusiness.TV for business videos, news & research
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV
3
• Audience Insights - Vietnam's Mobile Internet Consumers
• Case Studies
Today Agenda
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VIETNAM SNAPSHOT
Source: Social, Digital and Mobile, APAC. We are Social, Jan 2014
How many percent of internet penetration in Vietnam?How many mobile subscribers do VN telcos have?
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How do you typically go online/surf the web?
Mostly via a desktop/laptop
Evenly split between mobile and desktop/laptop
Mostly via mobile phone
Only via mobile phone
0% 10% 20% 30% 40% 50%
5%
25%
45%
25%
Source: Decision Fuel and InMobi research; sample n = 1,183
70% OF VIETNAMESE SEE MOBILE AS MAIN OR EXCLUSIVE WAY TO GET ONLINE
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95 35%
68 25%
47 18%
34 13%
25 9%
35%
25%
18%
13%
9% Using Mobile (excluding SMS/Calls)
Watching TV
Online via desktop/laptop
Reading Newspapers/Magazines
Listening to Radio
Yesterday, how much time did you spend on the following activities?Minutes
Spent%
of Time
For mobile web users in Vietnam, mobile usage has surpassed TV, traditional online and news/magazines in terms of time spent
Source: Decision Fuel and InMobi research; sample n = 1,183
INMOBI RESEARCH: VIETNAM USERS SPEND 95 MIN/DAY ON MOBILE
4.5 Hrs
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Yesterday, how much time did you spend on your mobile doing the following:
Entertainment and Social Media are dominant activity, followed by games and e-mail
Source: Decision Fuel and InMobi research; sample n = 1,183
WHAT CONTENT ARE THEY CONSUMING?
Social Media (e.g. Facebook,
Twitter, etc.)
Entertainment (Music, Videos,
etc.)
Shopping
Play Games
General Info (Search, Sports,
News, etc.)E-mailLocal
Search
23% 19%
6%15%
16%
14%7%
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0% 10% 20% 30% 40% 50% 60%
5%
6%
11%
33%
39%
49%
58%
Source: Decision Fuel and InMobi research; sample n = 1,062
Which two forms of media most impact your purchasing decisions?
2% 17%
33%
42%31%22% 53%
Mobile is most impactful at influencing purchase decisions, followed by TV
MOBILE HAS HIGHEST INFLUENCE ON PURCHASE DECISIONS
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• Mobile has 100% market penetration and there are multiple opportunities to build awareness and engagement through mobile marketing
• Consumers spend more time using mobile than any other medium and they use it for multiple purposes including local search, entertainment and accessing social media
• Entertainment on mobile devices is the best way to engage consumers
CONCLUSION
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Mobile is becoming the most important medium
Every other medium is feeding off it
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• Brief: CloseUp organize an event in Valentine and they want to recruit
user to participate the event. Our idea was to launch HTML 5 banner in an engaging manner that would involve user interaction
• Solution: User interact on rich media HTML 5 banner which allow them to control an icon –is a heart, moving on the road, at the end of road, the new banner displayed to show them how to register into the event.
• Results: Delivered a total of 157K clicks with 2.97% CTR in last 2 weeks.
• CDN Link : http://cdn.vserv.mobi/page/437294
CloseUp
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Sunsilk Black• Brief: Create awareness and engagement for launch of new
Sunsilk Black shampoo
• Solution: VSERV ran an expandable Rich-Media video campaign across In-App and WAP inventory targeting all smartphones to get maximum reach
• Results: Total of 10,906,810 impressions were generated and 136,335 clicks were delivered with an exceptional CTR of 1.25%.
• CDN Link : http://cdn.vserv.mobi/page/230114
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3 Take Aways
Maximize Mobile, go beyond the convention
Impactful ideas, Impactful formats
Integral part of Marketing Mix
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As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at largeFor more information about membership email: [email protected] or visit http://www.mmaglobal.com/member-center/ benefits
INSIGHTS: Access a world of insights through our white papers, articles and case studies.
Support your mobile agenda and ensure mobile readiness
CONNECTIONS: Interact with passionate leaders and stay on the cutting edge. Boost your
business and career by connecting with the people that matter
IMPACT: Influence industry frameworks, standards, guidelines and best practices. Join
the industry initiatives that shape the future of mobile
About the MMA
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Contact
Mobile Marketing Association Tam Phan BichEmail: [email protected]
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Thank You ADDITIONAL RESOURCES
• Learn more about MMA Global http://www.mmaglobal.com/
Sign up for the MMA SmartBrief: www.smartbrief.com/mma
Search for partners or get listed at the Mobile Marketing Industry Directory: www.mobilemarketingindustrydirectory.com
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• Learn more about MMA Vietnam http://www.mmaglobal.com/vietnam/
Visit VietnamBusiness.TV for business videos, news & research
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV