Then, Now & HowThen, Now & How

[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

[now][now]4 reasons to

believe

Mobile is the only ubiquitouscommunication channel

With a mobile penetration rate of 149% there are90m mobile phone subscribers(everyone)

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

Mobile takes context intoaccount

Source: millennial media

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.

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?”

[how][how]Breaking the

opportunities down&

Action plan

Vietnam is a dichotomousmarket

7070 2020Credit: kaigakyoshite, Flickr

7070Source: http://en.wikipedia.org/wiki/Vietnam

2020millionmillion

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

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

The value exchangeMutually beneficial ecosystem

Offers, prizes

Entertainment

Drive trial &penetration

CRMdata

Content &entertainment

More relevantcommunicatio

nsSocial currency

advocacyfrequency

CRMdata

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

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

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

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

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?

Action plan: Focus Effort

10%

EmergingSecond Screen/AR

Evolved/EvolvingLocation/Rich/Apps20%

70%

Evolved/EvolvingLocation/Rich/Apps

Getting house in orderSite/Search/Social/SEO

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

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

[then][then]

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.

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.

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.

Whenever we can create and sustaingreat conversations, we can establish

Omnipresence Relevant Intimate

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.

Thank YouThank You