navin williams and hollis shi festival of newmr 2017
TRANSCRIPT
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
CHANNELINGTHEPOWEROFMOBILEMESSAGINGFORCONSUMERENGAGEMENT
NavinWilliams&HollisShiMOBILEMEASURECONSULTANCYLTD
28February2017
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
TIMESPENTBYAPPCATEGORIES–WORLDWIDEDAILYAVG.
SOURCE:hMps://www.queMra.com/research/a-day-in-the-life-of-mobile-users-worldwide/
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
WHAT’SINTHE35.5%COMMUNICATION
SOURCE:hMps://www.queMra.com/research/a-day-in-the-life-of-mobile-users-worldwide/
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
SOURCE:hMps://randomwire.com/messaging-apps/
ACROWDEDSPACE
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
THETOP3MESSAGINGPLATFORMSREACH~1BEACH
SOURCE:hMps://businesstech.co.za/news/mobile/64778/whatsapp-dominates-in-south-africa/
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
1 Mobileisalreadythe1stScreen
Sources:MillardBrown;emarketer;CNNIC;inmobi;GfK;emarketer;paymentweek.com;Reuters;StarcomMediaVestGroupReport
2 Content,Mobility&EngagementisKing
60%ofviewersusingasecondscreentoviewcontent
46B"hongbao”packets&
USD64MviaWechatduringSpringFescval2017.
Theyshooktheirphones11BXmesthroughoutthebroadcast(2015SpringFescvalGala)
Smartphone Laptop
Tablet TV
170 mins
161 mins
89 mins
59 mins
CHINESENETIZENSAREMOBILE!
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
MOBILEMESSAGINGTOGROW&ENGAGE
SOURCE:eMarketer
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
Noapptodownload:millionsofusersinChinaandgrowing
Lessintrusive–consumersaccessregularlyinrelacontoproductstheyconsume
Abilitytopushmessage
InteracXveformattokeepengagement
OtherservicesincludingLocaXonBasedServices,E-commerce,Moments,QRcodes,Beacons,Chatbots,etc
WHYMESSAGINGAPPSFORRESEARCH
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
WewanttoUnderstandconsumersatthe
“MOMENTS”OFTRUTH
InaWorldofdistraccons…
Throughtheirmostrelevanttouchpoints
MEANINGFULCONNECTIONSATRELEVANT“MOMENTS”
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
Accountprofile Receiveorsendmessages
Surveywelcomescreen
Entersurveyscreenertobegin
WECHATCHANNEL–FOLLOWERSONLYSURVEYACCESS
SOURCE:MobileMeasure
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
AUser’s“Moments”Page
FlyerpostedonWeChatMoments
Flyerinvitetojoin&parccipateinsurvey
1on1chatinvitetoparccipateinsurvey
RECRUITMENT–BUILDINGTHEPANEL
SOURCE:MobileMeasure
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
OFFLINERECRUITMENT–WECHATQRCODE
SOURCE:MobileMeasure
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
• Reach&depthintoTier3&4cices
• UniqueCandidResponses
• Spontaneous&in-themomentdata
• Cantrackbacktoconsumers
• OOH&In-Home/Personalspaceaccess
• QuickTurnaround
• CertainTGslesspronetoparccipate
• Notyetwidelyusedforresearch
• Userpacencehardtosustain
• Plapormsevolvingfast&hardtocontrol
• Mulcpleplaporms&nostandards
WHATWORKSWELL&NOTSOWELL
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
WHATTECHNOLOGIESWECHATSUPPORTSTODAY
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
MobileMessaging&“Moments”SocialMessaging- Mulc-Uclity&EvolvingWearables&IoT(InternetofThings)- 3rdpartyAPIconneccvityallowed
AVMediaContent&Ecom- EngagementcanbecapturedPrecisionLocacon(Beacons,GPS,CellTowertracking)- TaggingBeacons,etcAI[ArcficialIntelligence]- Bots,SelfLearningtools……
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WHATTECHNOLOGIESWECHATSUPPORTSTODAY
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
Thank You
ChannelingthepowerofmobilemessagingforconsumerengagementNavinWilliams&HollisShi,MOBILEMEASURE
Festival of #NewMR 2017
Q & A
TheMRPromiseofMessagingPlapormsNavinWilliams&HollisShi,MobileMeasure
Festival of #NewMR 2017
SueYorkAuthor
NavinWilliamsMobileMeasure
HollisShiMobileMeasure