Mobile Monday 07/2013: Mobile Interaction Media or else

MOBILE INTERACTIONMOBILE INTERACTIONMEDIA OR ELSE?MEDIA OR ELSE?

MOBILE INTERACTIONMOBILE INTERACTIONMEDIA OR ELSE?MEDIA OR ELSE?

How Marketers make plan

Mobile Trends

ContentsContents

How Marketers make plan

Case Studies

Mobile Interaction

MobileTrendsMobileTrends

25,000

Mobile Advertising Revenueby Region, Worldwide

Mobile Marketing global size

SMS Text Ads

Static Banners

Animated Banners

Rich Media and HTML 5

2010 2011 2015

Rest of the World 196.9 410.4 2,761.70

Asia/Pacific and Japan 868.8 1,628.50 6,925.00

Western Europe 257.1 569.3 5,131.90

North America 304.3 701.7 5,791.40

0

5,000

10,000

15,000

20,000

25,000

$ m

illio

ns

Mobile Internet Users: 530 millions

Smartphone users: 478 millions

Mobile Users: > 6000 millions

Source: Mobithinking 2012; Inmobi 2012, Gartner

122 MILLIONSMobile vs 136 mil

telephone subscribers

Mobile Overview in Vietnam32.5mil

Internet Users

21 mil MobileInternet users 122 MILLIONS

Mobile vs 136 miltelephone subscribers

30% mobile user isSmartphone Users

Thousands of Mobilecontent products

Source: Ministry of T&I, GroupM

Devices used for connecting online

36

52

Age 25-34

Age 15-24

Who are Mobile users in Vietnam

%

Source: 3D 2012

36

17

0 20 40 60

All adults

Age 35-45

Mobile internet access by age “Mobile users in Vietnam consume4.5 hours of media daily”

Source: Cimigo 2012

Mobile Internet activities – Vietnam consumer

13

14

16

18

19

20

30

59

64

To Keep Updated On SportTo Send Or Receive Emails (Work)

To Download RingtonesTo Find Out The Weather

For Social Network-Update ProfileTo Download Games

To SearchTo Keep Updated On News

For Entertainment

Reasons to use mobile internet

8

8

9

9

11

12

13

0 10 20 30 40 50 60 70

To Find Out Movie InformationTo Download Mobile Apps

To Send Or Receive Emails (Non-Work)To Watch TV

To Search For DirectionsTo Purchase Music

To Keep Updated On Sport

MarketersHow do they make mobile plan?MarketersHow do they make mobile plan?

Digital Marketing Strategy Planning Tool

DigitalStraty

Reach Act Convert Engage

Situation analysis: How well are we using digital media now?

Audience andcustomer analysis

Competitorbenchmarking

Online partneranalysis

Own digitalmarketing review

Objective setting: Which goals and KPIs should we use?

Digital Marketing Strategy Planning Tool

Objective setting: Which goals and KPIs should we use?

Mission and vision Goals, KPIs and web analytics

Strategy: How can we achieve our goal?

Segmentation andtargeting

Positioning andvalue proposition

Engagement andcontent strategy

Integratedcommunications strategy

Which digital marketing activities to optimiseREACH

Build awareness on other sitesand in offline media and drive to

OWNED presences

ACT & CONVERTAchieve conversion to marketinggoals such as fans, leads or sales

on OWNED & PAID

ENGAGEBuild customer and fan

relationships to encouragerepeat visits as EARNED media

Pay per click

Affiliate and partnermarketing

Site – wide content &design effectiveness

Home page designeffectiveness

Search and browsepage efficiencies

Content marketing

E - newsletters andpromotional emails

Event – triggeredmarketing

Search EngineOptimization (SEO)

Affiliate and partnermarketing

Display advertising

Acquisition emailmarketing

Social mediamarketing

Search and browsepage efficiencies

Category and productpage efficiencies

Basket and checkoutefficiency


Event – triggeredmarketing

Customer service &support

Websitepersonalization


InterestInterestAttention

Attention DemandDemand ActionAction

Corporate/ Brand Marketing Local Marketing


Attention ShareShareActionActionSearchSearch

Purchase decision models


Attention ShareShareActionAction

Passive Active

SearchSearch

AwarenessEngagement

ConsiderationPurchase

ConsumptionLoyalty

Advocacy

Purchase decisions in Vietnam

AwarenessEngagement

ConsiderationPurchase

ConsumptionLoyalty

Advocacy

53%

Source: Decision Fuel and InMobi research; sample n = 1,062 VIETNAM ; Source 1: Group M

2%

17% 33%

42%

22%

Mobile is most impactful media on purchase decisions, followed by TVMobile is most impactful media on purchase decisions, followed by TV31%

53%

AwarenessTargeted

Mobile Ads

InteractionMobile Interaction

Design & Tech.Selection

Mobile

OH/OOH

TV/Radio

Print

POSMobile interaction

InteractionMobile Interaction

Design & Tech.Selection

User Data base

Sharing MobileMobile

Internet

Mobile is The Only Platform that enable to integrate & Enhance Across All Media Types

DirectMarketing

•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

CTA: Click to Action

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

Point ArtEngagement + Sharing + LoyaltyPoint ArtEngagement + Sharing + Loyalty

Point Art is an Augmented Reality platform, that deliverscontextual engagements based on camera & locationPoint Art is an Augmented Reality platform, that deliverscontextual engagements based on camera & location

30 Mil+ engagements every month

300+ advertisers on board

Over 60 award winning campaigns

Intel funded mobile technology venture

Owner: TELiBrahma Technologies Inc. (USA, India, Singapore).

Vietnam Exclusive Partner.

Overview

30 Mil+ engagements every month

300+ advertisers on board

Over 60 award winning campaigns

Intel funded mobile technology venture

Owner: TELiBrahma Technologies Inc. (USA, India, Singapore).

Vietnam Exclusive Partner.

How to download Point Art application?

Available in all app stores: IOS, Android, BlackBerry, Window Mobile

Available for feature phone (Symbian OS, etc…)- Download: http://pointart.mobi

Enjoy more case studies from http://db.tt/auNFkraY

Application in general

22

Scan a key hook Interact real-time 3S: See it, show it, share it

11

33

Interactive ToolsSMS/MMS interaction

3D ModelSurvey, Register…

IVRMobile Game

WapsiteVideo

HTLM5…



IVRMobile Game

WapsiteVideo

HTLM5…

How can Point do?

Key hooksPrint adsLogosName cards,Bottle, ...TVCBillboardDigital PosterPackaging


Point is the best application, that enable to integrate &Enhance Across All Media Types

Point is the best application, that enable to integrate &Enhance Across All Media Types



IVRMobile Game

WapsiteVideo

HTLM5…



IVRMobile Game

WapsiteVideo

HTLM5…



Online Report

Why Point?Why Point?

Mass mediumsIntegrated experientialmarketing. High precisiontargeting

Total reach

Benefits of experiential marketingon media reach.

Why Point?

Activations

VisitsWhat is ROI ? How is building loyalcustomer base?

Engagement

Benefits of experiential marketingon media reach.

Exchange few spots or insertions tomaximize experiential marketing.OrUse 1% budget to gain 99% interactive

Exchange few spots or insertions tomaximize experiential marketing.OrUse 1% budget to gain 99% interactive

Case StudiesCase Studies

Toyota Etios Liva – Logo recognition

Try it to have new experiencesTry it to have new experiences

Key hooks

• Print

• Brochures

• Outdoors

Interactive tools

• Augmentation of logo

• Demonstration interactive 3D

• Augmenting 3D display on a

camera view

• Tagging of multiple digital assets

and contents with car logo

• Integrating call for action

Key hooks

• Print

• Brochures

• Outdoors

Interactive tools




camera view




Toyota Etios Liva – Logo recognition

RESULTS 50,000+ rich media engagements 3000+ users registered for a Test

Drive 7,500+ users spoke about the car on

Social Media 25% of the users engaged multiple

times 65% of them experiencing car on

3D and 85% of them downloadingmobile content






BUSINESS CASEToyota wanted to leverage a mobileplatform to drive engagementsthrough traditional media investments.

BUSINESS CASEToyota wanted to leverage a mobileplatform to drive engagementsthrough traditional media investments.

Key hooks

• Print

• Brochures

• Outdoors

Interactive tools




camera view




Key hooks

• Print

• Brochures

• Outdoors

Interactive tools




camera view














Maxim – India

o Point at the cover page to seethe cover page come alive

o Point at the cover page to seethe cover page come alive

Try it to have new experiencesTry it to have new experiences

Working Process

Your campaign would go live within 72h after we receive materials.

Rate-card

Contents Description Cost/month(VND)

Setup, Materials editing, Operator & Hosting1-2 key hooks Key hooks: Print ads,

Logos, cards, Bottle,Billboard, Digital Poster,Package…

65,000,0001-2 interactive tools Interactive Tools:SMS/MMS interaction, 3DModel, Survey, Register,IVR, Mobile Game,Wapsite, TVC, HTLM5…

65,000,0001-2 interactive tools Interactive Tools:SMS/MMS interaction, 3DModel, Survey, Register,IVR, Mobile Game,Wapsite, TVC, HTLM5…

1 extra content Key hook/Interactive tool 5,000,000Excluded: (If need)

Concept creation, Campaign management, coding

•Excluded VAT 10%.

THANK YOUFor more information, lls contact our Ms. Nguyen Anh ThuyGOLDSUN FOCUS MEDIA - Publisher DevelopmentE: [email protected]

THANK YOUFor more information, lls contact our Ms. Nguyen Anh ThuyGOLDSUN FOCUS MEDIA - Publisher DevelopmentE: [email protected]

Date post:	20-Jun-2015
Category:	Business
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Mobile Monday 07/2013: Mobile Interaction Media or else

Business