bringing mobile to the heart of the marketing mix
DESCRIPTION
The marketing ecosystem has seen a disruptive change due to new technologies. Mobile is at the forefront of this new ecosystem as one of the powerful channels. It not only provides a great reach but also deep engagement with the consumers. At ad:tech Singapore on 8-9 July, Vikas Gulati (VP - SEA) presented how Brands can effectively leverage mobile to engage consumers and maximize the impact of the campaigns. He also shared case examples and learnings from these campaigns. Session Discovery Topics: · Understanding the key trends on smartphone adoption especially in SEA markets. · Who are these mobizens and how does their mobified world look like. What are the mobile experiences they are seeking? · How to define the winning strategies for creating successful mobile centric campaigns.TRANSCRIPT
BRINGING MOBILE
AT HEART OF THE MARKETING MIX
Vikas Gulati, VP, South East Asia, Vserv.mobi
MOBILE IS
LARGEST IN
CONNECTED
DEVICE
ECOSYSTEM
TABLETS
ARE
CANNIBALIZING
PCS…
1 BILLION
SMARTPHONES
SHIPPED
IN 2013
SMARTPHONE ADOPTION CONTINUES TO GROW
PEOPLE USE THEIR SMARTPHONE MORE THAN THEY SAY THEY DO
A CAPTIVE AUDIENCE
A NEW PRIMETIME FOR MOBILE
HOW THEY ARE USING SMARTPHONES ?
WELCOME TO THE
“MOBIFIED WORLD”
OR WHAT WE CALL
“MOBIZEN WORLD”
MOBILE IS THE
FIRST CHOICE
FOR ALL MEDIA
CONSUMPTION
NEEDS VOICE, MESSAGING,
VIDEO, MUSIC, CONTENT,
NEWS…
REASON, RELEVANCE &
RICHNESS ARE KEY TO
ENGAGE WITH THEM.
NEED OF A WHOLESOME
EXPERIENCE!
REASON, RELEVANCE &
RICHNESS ARE KEY TO
ENGAGE WITH THEM.
NEED OF A WHOLESOME
EXPERIENCE!
REGIONAL CONTENT
IN ALL FORM
OCCUPIES A LARGE
SECTION OF THEIR
CONTENT
CONSUMPTION NEEDS
MESSAGING
PHONE (VOICE)
ENTERTAINMENT
BROWSING
MUSIC
MORE THAN ONE FUNCTIONAL NEED
TWIN SCREENS
QR CODE
SHORT CODE
ALTERNATIVE ACCESS
ENGAGEMENT
/ INFLUENCE
MOBILE IS BECOMING THE MOST IMPORTANT MEDIUM
EVERY OTHER MEDIUM IS FEEDING OFF IT
… ADDRESS THESE AUDIENCES ON MOBILE?
… INTEGRATE MOBILE MEANINGFULLY IN CAMPAIGNS
… MAXIMIZE THE IMPACT (MEASURABILITY)
INTEGRATE
MOBILE
Axe Logo
INDONESIA
INDONESIA
TV ------------------------
-----------
TV INNOVATION BRING
AXE-STRONAUT TO TV
NATIONAL NEWS &
NATIONAL SOCCER
GAME!
PRINT -------------------------
----------
PRINT COVER
INVASION!
OOH --------------------------
---------
NIGHT CLUB
INVASION!
AXETRONITE!
INDONESIA
Axe Logo
THE HIGHEST REGISTRATIONS WORLD WIDE
82,000 INDONESIANS REGISTERED TO GO TO SPACE
INDONESIA
AXE APOLLO
SPACE ACADEMY ( INDONESIA )
Launch Axe Apollo Range
Get users to register for
Axe Apollo Space Academy
AASA Global Program
INDONESIA
CREATIVE AND CONTENT IS CRITICAL
DEFINE ROLE OF MOBILE IN THE COMM. MIX
SET SUCCESS & PROCESS TO TRACK
WHAT WE LEARNT…
INDONESIA
MAGNUM NEW FLAVOR LAUNCH ( INDONESIA )
Creating Awareness & Buzz around the
new flavor launch
Contest to drive consumer
participation
– lucky winners get to travel
In Indonesia, If its worth talking
about, it will be shared on Twitter
MAGNUM
NEW FLAVOR LAUNCH ( INDONESIA )
Engaging Rich Media execution
integrating Twitter to encourage
participation in contest
Total Impressions Delivered:
3,016,713
Total CTR: 1.61%
Results: More than 200,000 tweets
sent
directly from the Rich Media AD
with in 30 days
WHAT WE LEARNT…
LEVERAGE FUNCTIONALITIES AND PLATFORMS
CREATIVE AND CONTENT IS CRITICAL
DEFINE ROLE OF MOBILE IN THE COMM. MIX
SET SUCCESS & PROCESS TO TRACK
INDIA
SAMSUNG S4 ( INDIA)
Brand Challenge:
Brand wanted to showcase and educate users about all
the new features to position this handset as the
premium Android phone.
Solution:
“Break the Bricks”
Use one of the highest played games as a metaphor to
gamify the consumer education.
Role of Mobile:
Target & engage with mobile phone enthusiasts.
SAMSUNG S4 ( INDIA )
Results: 1.4 Mn unique users
reached with whopping 90% playing
the game twice.
CREATIVE AND CONTENT IS CRITICAL
DEFINE ROLE OF MOBILE IN THE COMM. MIX
SET SUCCESS & PROCESS TO TRACK
WHAT WE LEARNT…
LEVERAGE FUNCTIONALITIES AND PLATFORMS
THINK CONSUMER JOURNEY
THANK YOU