inside the minds of mobile marketers in china mma china nishtha mehta (phd) & david porter...
DESCRIPTION
For the first time on this forum, the agency & their clients are coming together to share & discuss their insights and learning on what it takes to grab a chunk of the Mobile advertiser’s budget - like from Unilever. How to get advertisers in China to shift their ¥¥ from traditional media or even from other digital media towards Mobile media which is your media, your platform. What has our China Mobile marketing experience taught us - we’d like to share in this forum and discuss in the company of great minds of Mobile advertisers in China. This will shed light on different aspects ranging from creativity to measurement to innovation. Nishtha Mehta, consulting partner, head of mobile capability for PHD China and David Porter, media director for Unilever North Asia come together to discuss this. The research findings here have been supported by the world federation of advertisers (WFA).TRANSCRIPT
What is mobilizing them, and how toget them to spend with you
INSIDE THE OF
IN CHINA
David PorterMedia Director, North Asia
Nishtha MehtaConsulting Partner
2013
Yesterday
Fit to brandSimpler
•2014
Today
ComplexFit to consumer
104 mins
74mins
100 mins
Out of 5.8 hoursdaily media consumptions
e. 550+ mmMobile internet user
430+ mmDesktop internet user
270+ mmLaptop internet user
Source:CNNIC, July 2014Decision Fuel, Jan 2014
Opportunity is bigger
7Source - Mat t Turck (@mattturck) an d ShivonzZi l ls (@shivonz)
MOBILE
MOBILEECOSYSTEM
CONFUSINGAND CHAOTIC
8
SOCIAL
SOCIALLANDSCAPE
MORE CONFUSINGAND CHAOTIC
Source - Mat t Turck (@mattturck) an d ShivonzZi l ls (@shivonz)
9Source - LUMA Partners LLC 2014
DATA
DATALANDSCAPE
EVEN MORECONFUSING
AND CHAOTIC
10
MOBILE SOCIAL DATA
MOBILE, SOCIAL,DATA
MISSIONIMPOSSIBLE?
Source - Mat t Turck (@mattturck) an d ShivonzZi l ls (@shivonz) | / LUMA Partners LLC 2014
11
Marketers Agencies, Publishers
How do I navigate this madness? How do I find my big bets?
What do you really want?How can we help you better?
In partnership with
21 key China mobile marketers surveyed
End July 2014
Inside the minds of Mobile Marketers
What is mobilizing them ?
Today
52%
marketersinvestingless than
11%
72% marketers
want tosignificantly
increase
Mobilespends -% of mydigitalspends
Q: What % of your total China interactive marketing budget is dedicated to mobile marketing (2014)?Source: WFA surv ey, PHD China & OMD China clients, July 2014
In next 12 months
48%
marketersinvestingmore than
11%
14
No strategic vision; test and learn
Mobile a priority; well integratedStrategic vision; tactical use
What’s myApproach?China
20%
35%
45%
4%
57%
39%
Global
Q: Which of the following sentences best describes how your company approaches mobile marketing? Source: WFA surv ey, PHD China & OMD China clients, July 2014
15
Enhance existing campaigns
ENHANCE
EXISTINGCAMPAIGNS
Why do Iinvest inMobilevs othermedia ?
74%
INCREASE
CONSUMERENGAGEMENT &
DIALOGUE
74%CREATEEXCITEMENT WITHINNOVATIVETACTICS 68%
PROVIDE BETTERAUDIENCETARGETINGPlace, Time
63% 47%
DRIVESTRONGERRESPONSE(couponsclick to call)ENHANCED MY
CUSTOMERRELATIONSHIPSTRATEGY
63% Q: Which are the MAIN REASONS you inv est in mobile v s other media? (tick all that apply) Source: WFA surv ey, PHD China & OMD China clients, July 2014
China Global2D/QR codes on packs, OOH…
Paid Search
Social media mobile adv
Mobile social content orengagement tactics
Mobile Video
Mobile web landing pagewith promotions
84%
79%
68%
68%
53%
53%
88%
88%
83%
79%
75%
63%
Mobile Display
Paid Search
Mobile Video
Social media mobile adv
Mobile Apps
Mobile optimized site
47%Mobile Display
1.
2.
3.
4.
5.
6.
7.
1.
2.
3.
4.
5.
6.
Where doI invest inMobile ?
47%Mobile Apps8.
Rich Media7.Mobile web landing pagewith promotions8.
50%
29%Q: Which of the following have you used within your marketing communications in the past 12 months (tick all that apply)
Source: WFA surv ey, PHD China & OMD China clients, July 2014
17
67%
56%
56%
50%
50%
33%
Difficulty to measure impact
Transparency of ad, content delivery
Lack of best practices
Complexity to plan and execute
Not enough proof it works
Finding the right talent
1.
2.
3.
4.
5.
6.
Biggestchal lengepreventingme
Q: Which of the following are the biggest challenges prev enting you from inv esting more in mobile marketing? (tick all that apply)Source: WFA surv ey, PHD China & OMD China clients, July 2014
What needsto change inthe next 12months?
Q: If you plan to re-focus your agency support in relation to mobile marketing in the next 12 months, what changes are you likely to make?Source: WFA surv ey, PHD China & OMD China clients, July 2014
1919
Marketers
What’s my Approach?Clear strategic vision Roadmap, Test & Learn
Role Mobile plays?People centric strategies Innovate, CRM, Always On
Where do I Invest?Channel/format selection Big bets, Integrate
Investment!AllocationROI
Address my biggest challenges?Measurement, Transparency, Best PracticesTest-Learn-Measure-Repeat
Changes in need?SimplificationMultiple specialists collaborating
20
PEOPLE PARTNERSHIPS INTEGRATION
What are we doing to mobilize our brands? Investing heavily into
David Porter Nishtha Mehta
Thank You