Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hosted

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


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Increasingly

connectedmobile world

“By 2017,Mobiles and Tabletswill higher than PCWordwide by

5:1”


“By 2017,Mobiles and Tabletswill higher than PCWordwide by

5:1”

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Asia will be > halfof the world’s mobileactivity


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Huge impact onConsumer Behavior &Access ToOpportunities


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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


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A connector through the consumer journey joining up thevarious touch points as we plan


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


Developmentframework withkey partners• Identify your keypartners• Search & Socialstrategy• Mobile Trainingsessions


Research toEvidence Mobileeffectiveness• Mobile research• Mobile brandstudies• Full MobileAdvertising andTracking


Develop Internal Mobile Capability

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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


Mobilize ATL• Exploit connectedOOH using QR andAR• URL on all TVCsand search activityphased with spotplan• Connect TVaudiences throughSMS


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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


Campaignplanning• Day PartTargeting• BehavioralTargeting• AR• Rich media• NFC activation


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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

SmartBrief click here

Mobile Smart Fundamentals click here

LinkedIn Group click here

Twitter click here

MMA Online: Committees at Work click here

MMA Online: Webinar Archive click here

MMA Online: White Papers click here

Additional Resources

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SmartBrief click here

Mobile Smart Fundamentals click here

LinkedIn Group click here

Twitter click here

MMA Online: Committees at Work click here

MMA Online: Webinar Archive click here

MMA Online: White Papers click here

MMA Vietnam Members Include

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Thank You

ADDITIONAL RESOURCES

• Learn more about MMA Webinarhttp://www.mmaglobal.com/events/other/webinars

Sign up for the MMASmartBrief:www.smartbrief.com/mma

Search for partners or get listed at theMobile Marketing Industry Directory:www.mobilemarketingindustrydirectory.com

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MMA Members Include

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MMA Members Include

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Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hosted

Marketing

qr andar url

consume dataand

branded promotional

created asmartphone

include mobilestrategy

win instant

log inreview

colahong kong