a few learnings about how to win in the mobile marketing world
TRANSCRIPT
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1
Mobile: the
HUGE
opportunity A few learning’s about
how to win in the mobile
marketing world
MEDIA & DIGITAL
@MoniqueLeech
2
Market research? During lunch?!
3
Why don’t
my clients
want to
invest in
mobile?
4
A LOT of brand managers and marketing directors graduated BC (Before Google)
5
Mobile (and the rest of digital) is an afterthought
6
No comparative metrics between mobile and off line marketing
7
Industry spend on mobile is underreported, making the value of the market difficult to evaluate
8
Brands like sexy – South African market not there (yet) Data costs and connectivity issues
9
Some facts to take your mobile marketing to new heights
10
Mobile is THE entry point to digital marketing in South Africa
86%
Many households with cell phones than computers 4.6 x
Internet access via a mobile phone
We have completed 300+ mobile advertising studies across a broad range of industry verticals.
Mobile
Search Location
Augmented
Reality
Display &
Rich
Media Ads
SMS APPS Mobile
Video
12
We know its more than CTR – just because you haven't clicked doesn’t mean your campaign hasn’t worked!
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471 respondents
Delta (Δ)=Exposed-Control
Percent Impacted: Delta (Δ)
Aided Brand
Awareness
Brand
Favorability
Purchase
Intent
Ad Awareness
Message
Association
+5.9
+19.9
+12.1
+3.9
+4.7
13
Mobile Works! The average campaign has an impact on all 5 traditional brand metrics.
14
MOBILE ONLINE Aided Brand
Awareness
Brand
Favorability
Purchase
Intent
+5.9
+19.9
+12.1
Ad
Awareness
Message
Association
+2.1
+4.2
+2.2
+3.9
+4.7
+1.4
+1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents; AdIndex for Mobile Norms
through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta (Δ)=Exposed-Control
Mobile is (on average) 4x more effective than online advertising!
15
Some creative best practices from our massive database
And not every mobile engagement needs to be an
extended, immersive experience.
Not every movie is an epic.
Not every date leads to marriage.
The ONE thing you should be…
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Relevant. That’s it.
GREAT BRANDING
18
Put your brand or logo in EVERY frame. Reveal ads perform the worst and have a negative brand impact.
GREAT MESSAGE TAKE OUT
19
Limit your ad to ONE message – this is not an editorial
Even the most basic SMS marketing works!
HOW MOBILE CAN IMPROVE ROI www.dynmark.com 20
90% of smses are read in the first 15 seconds – but content matters
PLEASE CALL ME!
Millward Brown Please Call Me Case Study July 2013 n= 1200 LSm 5-10, 21
9 out of 10 South Africans know what a
PCM is
1 in 2 people have sent a PCM in the last
week… (80% LSM 5 but 46% in LSM 10)
20% Only 20% of consumers claim to read the
WHOLE PCM message (not just the number of the person who sent the message)
64% who read the advertising, claim to have responded!
Even the most basic SMS marketing works!
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Plan for multiscreen usage – it is the future
Multiscreen unrelated browsing: Advertising content has to be an extension of the
programming content. Messages should be relevant fluid and related.
Sequential viewing: Ensure the consumer experience is the same across all platforms.
Responsive web design will no longer a “nice to have” it will be a non-negotiable
Social amplification: Ensure that your brand is part of the conversation. This requires flexibility
to respond quickly.
