Young Marketers Elite 2 Mobile Marketing Strategy - Mai Bang - Van Khai

MOBILE MARKETING

Pham Van Khai Mai Van Bang

What is Mobile Marketing Strategy

Mobile Marketing is a set of practices that enables organization to communicate and engage with their audience in an interactive & relevant manner through any mobile device or network.

Mobile marketing strategy is the process to creating a seamless, optimized experience on each devices after the click and focus on the more long-term process of driving value from mobile customers to align with others strategies to achieve the goals

STEP 1: DEFINE CLEARLY YOUR TARGET AUDIENCE AND CREATE THEIR PERSONAS

HOW TO BUILD MOBILE

MARKETING STRATEGY ?

STEP 1: DEFINE CLEARLY YOUR TARGET AUDIENCE AND CREATE THEIR PERSONAS

STEP 2: UNDERSTAND ATIITUDE AND BEHAVIOR THROUGH THEIR JOURNEY

STEP 3: DEFINE MOBILE MARKETING OBJECTIVE

STEP 3: DEFINE MOBILE MARKETING OBJECTIVE

STEP 4: DEFINE KPIs

STEP 4: DEFINE KPIs

STEP 4: DEFINE KPIsSTEP 5: CREATE AND ALLIGN STRATEGIC IDEA ON MOBILE WITH OVERALL MARKETING PROCESS

CLIENT: UNILEVERAGENCY: LOWE

EXAMPLE

130 million rural Indian (13% population of India) who has very limited access to TV, modern media and even electricity.

Has big need of using consumer products, but is hard to reach by traditional media method.

Age: 25-40Class: CDE

STEP 1: DEFINE CLEARLY YOUR TARGET AUDIENCE

Behavior: As a worker or farmer, they have to work all day and the only time they have to enjoy life is further limited by the often blackout in rural area. 80% of them have a feature phone and have battery life around 3 days.

Attitude: Their feature phone is their main “leisure friend”.

Campaign Insight: "It's easy to get bored in such a rural place, because I don't have much entertainment. This feature phone is my sole "hi-tech device", and I would love to have some leisure with it"

STEP 2: UNDERSTAND ATTITUDE AND BEHAVIOR THROUGH THEIR JOURNEY

Effectively reach 130 million rural Indian (13% population of India) who has very limited access to TV, modern media and even electricity to increase awareness of Unilever key brand toward these rural consumers such as: Sunlight, Omo, Wheel, Pond’s, Closeup…

STEP 3: DEFINE MOBILE MARKETING OBJECTIVE

1) Reach 60% of the non-TV households.2) 1,000,000 unique callers engaging per month. 3) Increase spontaneous awareness for three key brands by:– Wheel – 25 per cent – Ponds White Beauty – 55 per cent – Close Up – 40 per cent

4) Grow consumer base by 35,000 users a day.

STEP 4: DEFINE KPIs

Campaign Idea: "Bring Unilever brands together with the most interesting voice in India into rural consumer entertainment by mobile phone miss-and-call-back"

By giving a missed call to the designated number, a practice borrowed from the locals to preserve precious talk time, users would receive a call back with access to an entertainment stream, interspersed with Unilever India advertisements. This opened up an entirely new window of opportunity in reaching millions of consumers with brand messages, in an engaging and relevant environment with free content.

STEP 5: CREATE AND ALIGN STRATEGIC IDEA ON MOBILE WITH OVERALL MARKETING PROCESS

THANK YOU

Pham Van Khai Mai Van Bang