17Jan, 2014
Mobile Campaign Execution
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Webinar Series
Sponsored by:
Supported by:
As the premier global trade association dedicated to accelerating thetransformation and innovation of marketing through mobile, the MMArepresents the entire marketing ecosystem and brings together over 700organizations globally, allowing us to facilitate connections, deliver insightand drive impactful action for our members and the industry at largeFor more information about membership email: [email protected] visit http://www.mmaglobal.com/member-center/benefits
INSIGHTS:Access a world of insights through our white papers, articles and casestudies. Support your mobile agenda and ensure mobile readiness
CONNECTIONS:Interact with passionate leaders and stay on the cutting edge. Boostyour business and career by connecting with the people that matter
IMPACT:Influence industry frameworks, standards, guidelines and bestpractices. Join the industry initiatives that shape the future of mobile
About the MMA
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As the premier global trade association dedicated to accelerating thetransformation and innovation of marketing through mobile, the MMArepresents the entire marketing ecosystem and brings together over 700organizations globally, allowing us to facilitate connections, deliver insightand drive impactful action for our members and the industry at largeFor more information about membership email: [email protected] visit http://www.mmaglobal.com/member-center/benefits
INSIGHTS:Access a world of insights through our white papers, articles and casestudies. Support your mobile agenda and ensure mobile readiness
CONNECTIONS:Interact with passionate leaders and stay on the cutting edge. Boostyour business and career by connecting with the people that matter
IMPACT:Influence industry frameworks, standards, guidelines and bestpractices. Join the industry initiatives that shape the future of mobile
PresentersTran Thi Lan ThanhCEOGoldsun Focus Media
Nguyen Dang NgocManaging DirectorAdmicro
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Moderator
Nguyen Dang NgocManaging DirectorAdmicro
Phan Bich TamCountry ManagerMobile Marketing Association
Todays Agenda
1. Key Success Factors of Mobile Campaign2. Mobile Technology, Mobile Solution & Mobile
Measurement3. A case study with a major brand showing how
mobile integrated in the marketing mix
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1. Key Success Factors of Mobile Campaign2. Mobile Technology, Mobile Solution & Mobile
Measurement3. A case study with a major brand showing how
mobile integrated in the marketing mix
Put Your Questions
Share yourthoughts
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Share yourthoughts
TVOOHPrintCinemaRadioInternetMobile
The 7th mass media
From the Explosion of Mobile
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TVOOHPrintCinemaRadioInternetMobile
The 7th mass media
From the Explosion of Mobile
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Increasingly
connectedmobile world
“By 2017,Mobiles and Tabletswill higher than PCWordwide by
5:1”
From the Explosion of Mobile
“By 2017,Mobiles and Tabletswill higher than PCWordwide by
5:1”
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Asia will be > halfof the world’s mobileactivity
From the Explosion of Mobile
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Huge impact onConsumer Behavior &Access ToOpportunities
From the Explosion of Mobile
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Huge impact onConsumer Behavior &Access ToOpportunities
Key Finding• All roads lead to Mobile Devices• Mobile is as a Connector
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• Integration with other channels• Build strong internal mobile capability
Key Success Factors of Mobile Campaign
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• Integration with other channels• Build strong internal mobile capability
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Definethe role
ofmobilein paid,owned,earnedmedia
Integration with other channels
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Definethe role
ofmobilein paid,owned,earnedmedia
Integration with other channels
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A connector through the consumer journey joining up thevarious touch points as we plan
Integration with other channels
Acrossvarious stages
of consumerjourney
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Develop Internal Mobile Capability Build Audience for Brand Leverage Mobile Technology
Build up a strong internal mobilecapability Develop Internal Mobile Capability Build Audience for Brand Leverage Mobile Technology
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Build up BrandMobile Assets• Mobile asset audit• Mandateminimum mobileassets on allcampaigns•WAP site, Youtube,Facebook
Build up BrandMobile Assets• Mobile asset audit• Mandateminimum mobileassets on allcampaigns•WAP site, Youtube,Facebook
Developmentframework withkey partners• Identify your keypartners• Search & Socialstrategy• Mobile Trainingsessions
Developmentframework withkey partners• Identify your keypartners• Search & Socialstrategy• Mobile Trainingsessions
Research toEvidence Mobileeffectiveness• Mobile research• Mobile brandstudies• Full MobileAdvertising andTracking
Research toEvidence Mobileeffectiveness• Mobile research• Mobile brandstudies• Full MobileAdvertising andTracking
Develop Internal Mobile Capability
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Build up BrandMobile Assets• Mobile asset audit• Mandateminimum mobileassets on allcampaigns•WAP site, Youtube,Facebook
Build up BrandMobile Assets• Mobile asset audit• Mandateminimum mobileassets on allcampaigns•WAP site, Youtube,Facebook
Developmentframework withkey partners• Identify your keypartners• Search & Socialstrategy• Mobile Trainingsessions
Developmentframework withkey partners• Identify your keypartners• Search & Socialstrategy• Mobile Trainingsessions
Research toEvidence Mobileeffectiveness• Mobile research• Mobile brandstudies• Full MobileAdvertising andTracking
Research toEvidence Mobileeffectiveness• Mobile research• Mobile brandstudies• Full MobileAdvertising andTracking
Build Audience for BrandDevelopSmartphone andFeature PhoneStrategy• Build consumerjourney aroundphone type• Focus on RichMedia and Apps forSmartphones• Ensure minimumWAP assets forFeature phones
DevelopSmartphone andFeature PhoneStrategy• Build consumerjourney aroundphone type• Focus on RichMedia and Apps forSmartphones• Ensure minimumWAP assets forFeature phones
Drive Mobile forRural• Develop SMSstrategy• Build Mobile CRMdatabase• Voice activatedtechnology
Drive Mobile forRural• Develop SMSstrategy• Build Mobile CRMdatabase• Voice activatedtechnology
Mobilize ATL• Exploit connectedOOH using QR andAR• URL on all TVCsand search activityphased with spotplan• Connect TVaudiences throughSMS
Mobilize ATL• Exploit connectedOOH using QR andAR• URL on all TVCsand search activityphased with spotplan• Connect TVaudiences throughSMS
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DevelopSmartphone andFeature PhoneStrategy• Build consumerjourney aroundphone type• Focus on RichMedia and Apps forSmartphones• Ensure minimumWAP assets forFeature phones
DevelopSmartphone andFeature PhoneStrategy• Build consumerjourney aroundphone type• Focus on RichMedia and Apps forSmartphones• Ensure minimumWAP assets forFeature phones
Drive Mobile forRural• Develop SMSstrategy• Build Mobile CRMdatabase• Voice activatedtechnology
Drive Mobile forRural• Develop SMSstrategy• Build Mobile CRMdatabase• Voice activatedtechnology
Mobilize ATL• Exploit connectedOOH using QR andAR• URL on all TVCsand search activityphased with spotplan• Connect TVaudiences throughSMS
Mobilize ATL• Exploit connectedOOH using QR andAR• URL on all TVCsand search activityphased with spotplan• Connect TVaudiences throughSMS
Leverage mobile technologyShopperMarketing• In store on shelfactivations• Location basedadveritsing• Mobileexecutions at POS
ShopperMarketing• In store on shelfactivations• Location basedadveritsing• Mobileexecutions at POS
Ecommerce• Vouchering• Mobile sales• Mobile ShoppingApps
Ecommerce• Vouchering• Mobile sales• Mobile ShoppingApps
Campaignplanning• Day PartTargeting• BehavioralTargeting• AR• Rich media• NFC activation
Campaignplanning• Day PartTargeting• BehavioralTargeting• AR• Rich media• NFC activation
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ShopperMarketing• In store on shelfactivations• Location basedadveritsing• Mobileexecutions at POS
ShopperMarketing• In store on shelfactivations• Location basedadveritsing• Mobileexecutions at POS
Ecommerce• Vouchering• Mobile sales• Mobile ShoppingApps
Ecommerce• Vouchering• Mobile sales• Mobile ShoppingApps
Campaignplanning• Day PartTargeting• BehavioralTargeting• AR• Rich media• NFC activation
Campaignplanning• Day PartTargeting• BehavioralTargeting• AR• Rich media• NFC activation
Mobile TechnologyMobile SolutionMobile Measurement
22Mobile TechnologyMobile SolutionMobile Measurement
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• Subscriber targeting (365 approach)• Dynamic design (context)• Geo-location targeting (location base)• Real-time report (time bound)• Rich media ads
Mobile Technology• Subscriber targeting (365 approach)• Dynamic design (context)• Geo-location targeting (location base)• Real-time report (time bound)• Rich media ads
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Mobile Solution
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Mobile Solution
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Landing Page
Product presentation
Special offer
Register, Log in
Review & Reccomendation
Facebook sharing
Outlet list
TVC
Other advices
Mobile Solution
Product presentation
Special offer
Register, Log in
Review & Reccomendation
Facebook sharing
Outlet list
TVC
Other advices
Dialogue ScriptInteract with end users11 Gratification with gift22 Collect Database33
Mobile Solution
CRM with Sales Automation
Mobile Solution
DataData
E voucher sent out via SMS and/or Email with uniquecode and offer content expire with in 30 days
E Vouchersent out
E Vouchersent out
Leads or contacts collected from Events,landing page stored in CRM
Online to OfflineMobile Solution
CRM & E-voucher
E Vouchersent out
End user comes to Retail outlets to redempthe prize either Discount % or smalll giftRedemptionRedemption
Checking &report
Checking &report
Sales/ PG to key in voucher code on mobilesite to validate and mark code-used
• Impressions and views (Display, Video & Search)
• Actions and conversions – clicks, swipes, calls,etc. (Performance Base: CTR, Conversion rate)
• Brand lift (Brand connect, Brand trial, Brand loyalty)
• ROI (compare to TV with CPM, CTR and conversion rate)
Mobile Measurement• Impressions and views (Display, Video & Search)
• Actions and conversions – clicks, swipes, calls,etc. (Performance Base: CTR, Conversion rate)
• Brand lift (Brand connect, Brand trial, Brand loyalty)
• ROI (compare to TV with CPM, CTR and conversion rate)
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•Target consumers•Profiles your
messages
Target
•Drive differentconversation
•Developinteractive brandrelationships
Engage •Build loyalty•Improve retention
active purchase…
Convert
•Increase ROI•Drive cross-sell•Collect customer
knowledge
Generate
Mobile Measurement
Click to Landing Page User is taken to a mobile website
Click to Video Play Video plays on device
Click to Search User is taken to a search results page
Click to Calendar Mobile device stores an event date
Click to SMS Mobile device sends SMS shortcode
Click to dld. coupon Device downloads discount coupon
Click to Call Mobile device calls specified number
Click to Share User shares link on social media
Click to Store Locate User is taken to a store locator map
Click to Buy User is taken to mCommerce store
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A case study with a major brandshowing how mobile integrated inthe marketing mix.
33A case study with a major brandshowing how mobile integrated inthe marketing mix.
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• Must have.– Mobile devices are connection to everything.– 75% people choose mobile phone when asked
to choose between mobile phone and wallet.
• Always on.– Become the primary way to consume data
and media.– Access the target audience anytime and
anywhere.
• Deep Engagement.– Interactive.– Accurate targeting: by location, age, gender...
• Proof in Results.– Measurement.– Improved KPI.
Advantages of Mobile Advertising Over Television Advertising
• Must have.– Mobile devices are connection to everything.– 75% people choose mobile phone when asked
to choose between mobile phone and wallet.
• Always on.– Become the primary way to consume data
and media.– Access the target audience anytime and
anywhere.
• Deep Engagement.– Interactive.– Accurate targeting: by location, age, gender...
• Proof in Results.– Measurement.– Improved KPI.
With less and less people turning in to traditional TV, Coca-ColaHong Kong set out to transform the traditional TV experience inthe new digital age with its highly successful summerpromotion campaign “Chok! Chok! Chok!”. “Chok!”, meaningrapid motion, is the latest slang word used by Hong Kong teens.Riding on the popularity of this new slang word, we created asmartphone app to let teens catch tumbling bottle caps straightfrom the TV screen to win instant prizes, successfully turning atraditional TVC into Hong Kong and Asia’s first ever interactivegaming promotion.
Clip: http://admicro.vn/mobile/chok.mp4
With less and less people turning in to traditional TV, Coca-ColaHong Kong set out to transform the traditional TV experience inthe new digital age with its highly successful summerpromotion campaign “Chok! Chok! Chok!”. “Chok!”, meaningrapid motion, is the latest slang word used by Hong Kong teens.Riding on the popularity of this new slang word, we created asmartphone app to let teens catch tumbling bottle caps straightfrom the TV screen to win instant prizes, successfully turning atraditional TVC into Hong Kong and Asia’s first ever interactivegaming promotion.
Download the app
See the commercial video on TV Chok your phone for the magical - 1200 angle
Result:
- After one day launched: No.1 local App Store.
- Downloaded over 390,000 times within one
month.
- Never before had a branded promotional app
gained such a high ranking.
Result:
- After one day launched: No.1 local App Store.
- Downloaded over 390,000 times within one
month.
- Never before had a branded promotional app
gained such a high ranking.
While many car companies have made compellingmobile and tablet ads, one of the best campaigns wasactually a fake car ad.
Bradesco, a car insurance provider, put ads in iOSmagazine apps (on both mobile and tablet) that lookedlike a traditional spread for a luxury car brand. Thecatch came when people swiped their finger across thescreen to turn the page, causing the car to crash.
The tagline for the Cannes Lion-winning spot:“Unexpected events happen without warning. Make aBradesco car insurance plan.”
Clip: http://admicro.vn/mobile/fakead.mp4
While many car companies have made compellingmobile and tablet ads, one of the best campaigns wasactually a fake car ad.
Bradesco, a car insurance provider, put ads in iOSmagazine apps (on both mobile and tablet) that lookedlike a traditional spread for a luxury car brand. Thecatch came when people swiped their finger across thescreen to turn the page, causing the car to crash.
The tagline for the Cannes Lion-winning spot:“Unexpected events happen without warning. Make aBradesco car insurance plan.”
Moving Forwards
Omnipresence Effectivemobile
advertisingcampaigns
Mobile technology
DetailedAnalytics &
Reducedtargeting
errors
InteractiveContent &
Ease of Action
Omnipresence
ProfessionalCreativeAgency
Effectivemobile
advertisingcampaigns
• Marketing strategy must include mobilestrategy
• Build up mobile capability to yourcorporate
• Must take mobile experience
Key Takeaways• Marketing strategy must include mobile
strategy• Build up mobile capability to your
corporate• Must take mobile experience
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26 Feb, 2014Mobilize Your Customers Through thePurchasing Funnel
Upcoming MMA Webinar
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26 Feb, 2014Mobilize Your Customers Through thePurchasing Funnel
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