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Understanding the Mobile Ramadan Consumer
Ramadan Insights2020
Research Objective
InMobi conducted a Ramadan research study to better understand the shopping sentiments of Indonesian consumers during this season.
The main objectives of this study were to understand:
• Change in consumer shopping behaviour and priorities
• Understand their planning and spending patterns.
• Understand the role of advertising and mobile during this season
An on-device survey conducted on InMobi Pulse
A sample of n=1800+ Indonesian mobile users
Respondents recruited via InMobimobile ad network in January 2020
Results targeted and weighted to be representative of Indonesia's
mobile population
Research Methodology
Discover the needs of
your consumers
Understanding the Connected Indonesian Consumer
Emergent Young Population54% of Indonesians are 34 or younger
Gender Balanced Women make up 49.6% of the population
Rising Middle Class 70% of Indonesia makes up to 3.5 million Rupiah per month
Mobile First Mobile Subscriptions make 136% of total population in Indonesia
Decoding the Giving Sprit of Indonesia
47% of Indonesians will spend more than 50% of their
bonus
Jakarta + Bandungresidents will spend more than
50% of their bonus
54% of high-income groups will
spend more than 25% of their bonus
The Impulsive Indonesian Shopper
• 38% of Indonesians are impulsive shoppers
• 1.5X increase in impulsivity from 2019 to 2020
• Middle-class Indonesians are most impulsive across income groups
• 33% of Indonesians make their purchases during Ramadan
The Planned Indonesian Shopper
• 62% of Indonesians are planned shoppers
• 17.7% decrease in planned shopping from 2019 to 2020
• Gen Z and Baby Boomers are most planned shoppers across age groups
• 67% of Indonesians make their purchases two weeks or earlier
What are Indonesians planning to spend on?
Food and Groceries
Clothing Home Appliances
Travel
What influences purchase decisions?
Discount CouponsPersonalization Recent Brand Ad Brand Loyalty
33% 40% 19% 8%
85% 67% 62% 55%
The Role of Mobile during Ramadan
How are Consumers Using Smartphones During Ramadan?
Religious Apps48% use religious apps such as Quran
and Islamic Calendar apps
Entertainment Apps40% use music apps, OTT apps, and video
apps
Shopping Apps
32% use apps to purchase a range of
items from groceries to clothing
What are consumers using their Smartphones for?
Learn
Explore
Buy
42%
48%
25%
40%10%0% 20% 50%30%
31%18%
51%
10%
Video Full ScreenInteractive
40%
What ad formats do consumers prefer?
20%
30%
50%
Understanding Smartphone Impact on Users
Brand Lift Using Smartphones
Awareness
Recommendation
Likability
40%
38%
31%
40%10%0% 20% 50%30%
39% 38%75%
20%
Purchase Intent
Consumption Increase
Took Action
80%
Purchase Lift Using Smartphones
40%
60%
100%
Impact of Smartphone Ads on Users
Winning this Ramadan with Mobile
Ramadan Focused Location Trails
Appographic Trails during Bulan Puasa
Understand and Identify Your Customer
Ramadan Personas
Hijabistas MudikTraveler
s
Devout Observers
Nyokap in Charge
BUILDING RAMADAN PERSONAS
Mobile provides marketers the opportunity to gather deep insights through in-app market research and mobile data signals.
Marketers can:• Build a complete profile of your consumer
by understanding their shopping behavior, journey, and media preferences and habits.
• Gather consumer insights 5X faster than conventional research techniques
• Capitalise on always-on insights by combining over 120 offline and online data signals to capture the ever-changing user-state in the shopping journey.
AppographicTraits
Hijabistas
Mudik TravelersTransit Hub
Boutique Store Visits
Religious Apps
Grocery Apps
Ride Hailing Apps
Build Deterministic Audience Segments with Key Data Attributes
LocationTraits
Unique Audience Segments
Case In Point: Lifebuoy uses mobile audiences to help families come closer
Objective Lifebuoy wanted to help traditional mudik travelers who were unable to travel this year feel closer to their families
Target AudienceTraditional Mudik Travelers who are not meeting their families this year
SolutionCreate a custom audience: 18 to 35 male, from rural areas, high time spent on social apps, no indication of travel
ResultsReached 2 million families, with 40% cards shared via social media
Engage and Acquire Consumers
Leveraging Dynamic Creative Optimization
Location Product Demographic
SequentialStorytelling
Weather / Time Re-engagement
In this age of information overload, it is critical to reach the right person, with the right message at the right
time.
This is why personalized ad experiences have become the most
effective at influencing purchase decisions.
This Ramadan make use of the wide variety of data signals mobile has to
offer users the most immersive experience ever.
The Tech Enthusiast
The Bargain Hunter
The Cart Abandoner
Dynamic Creative Optimization
Your cart is waiting
Buy on FASHION
The Tech Enthusiast
The Bargain Hunter
The Cart Abandoner
Dynamic Creative Optimization
Your cart is waiting
Buy on FASHION
Case In Point: Bear Brand personalizes customer engagement
Objective Connect with millennials during the holy month of Ramadan and tap into their spirit of giving
Target AudienceYoung, Observant, Indonesian Millennials who are inspired by the spirit of giving during this time of the year
SolutionVideo creatives, which are the most popular format with millennials, highlighting Niat Murni. Focusing on the spirit of giving with a strong CTA “1 Kaleng saat Sahur” shown to regular Mosque visitors
Results597k users were reach with a 10% increase in instore footfall
Closing the Loop: Moving Online 2 Offline
vs
Footfall Attribution Purchase Uplift via Integration
ExposedExposed Group
Control Group
Footfall Evaluation
Leverage comprehensive mobile ROI metrics that measures actual increase of in-store visits which helps marketers understand how their mobile campaigns
influenced purchase behaviour of their target audience.
Leverage smartphones to get consumer insights.
Use a combination of stated data and 3rd
party data signals to build custom
audiences
Winning Ramadan In Indonesia
The key to clutter breaking ads this Ramadan lies in four pillars
Identify and Understand Key Audiences
1 2 3
Capture Key Moments with Dynamic Creatives
Attribute & Measure your Mobile Campaign
Performance
Influence key moments by making use of
programmatic video at scale
Leverage retargeting to engage cart abandoners
Optimise your campaign execution by targeting the right audience at the right
time with the right creatives.
4
Drive ROI led campaigns by
accurately attributing success metrics to mobile marketing
campaigns.
Optimise Execution of Media Plan
Mobile Intelligence ● Transparent ● Always On ● IntegratedPowered by
Understand& Identify
Engage& Acquire
InMobi Marketing CloudInMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers.
About InMobi GroupInMobi Group’s mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across advertising, marketing, data and content platforms are shaping consumer experience in a world of connected devices. The group's portfolio companies include InMobi Marketing Cloud, TruFactor - a Secure Data Platform for businesses, and Glance - the world's first Screen Zero. InMobi Group has been recognized on both the 2018 and 2019 CNBC Disruptor 50 list and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com.
Shaping Consumer
Experiences
Driving Industry
Innovation
Ranked 3rd among World’s Top 10 Innovative Companies
2018 CNBC 50Disruptor List
50 Disruptive Companies
Building global thought
leadership
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