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THE INCREASING RELEVANCE OF MOBILE MARKETING MUST NOT BE OVERLOOKED FOR ROI MAXIMIZATION

NO DIGITAL MARKETING STRATEGY WITHOUT MOBILE

BY ‘SUNKANMI OLA’ FOUNDER/ CDS SYRACUSE DIGITAL

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OUR AGENCY CONSISTS OF CREATIVE, YOUNG, DYNAMIC ROCKSTERS

WE LOVE TO MAKE COMPLEX THINGS SIMPLE

WHO WE ARE

BRAND STORYTELLERS WITH DIGITAL CREATIVITY AT HEART

WE ARE A FULL SERVICE DIGITAL

MARKETING AGENCY

www.syracuseng.com  

WELCOME TO DMS 101

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DIGITAL MARKETING

MOBILE MARKETING

DIGITAL DISPLAY

ADVERTISING

SOCIAL MEDIA ADVERTISING

ePR MANAGEMENT

NEWSLETTER MARKETING

GAMIFICATION

SEO/SEM

ONLINE CRM

DIGITAL BRAND MARKETING ELEMENTS MUST BE INTEGRATED FOR CAMPAIGN EFFICIENCY & EFFECTIVENESS

SAY THESE AT YOUR OWN RISK

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1.  Isn’t it just placing ads on popular sites?

2.  We Have to be Everywhere on Social Media.

3.  Just Get Us ‘Likes’ or ‘Views’.

4.  Mobile or not… Its all one and the same

WHAT WE ARE DEALING WITH

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W/Africa has a mobile penetration of 67% with

a 17% annual growth. Nigeria alone accounts

for 115,000,000+ mobile subscriptions in this

region

There are more than 750,000,000 active

mobile subscriptions on the continent. This is

already more than the United States or the

European Union

W/Africa currently has an average mobile

internet penetration of 25%. This figure is set to rise double before 2017

We Are Social Internet World Statistics  

MOBILE MARKETING

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“Any marketing activity conducted through an omnipresent network through which consumers are

constantly connected through a personal mobile device”

ANDREAS KAPLAN  

SO MUCH WITH SO LITTLE…

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IMMEDIACY

INTERACTIVITY MOBILITY

The key characteristic of a mobile device is that we carry it around with us as distinct from a desktop computer  

The mobile device is always on, always checked upon and always acted upon  

Capable of interactivity with people and media by means of live data  

NIGERIA: UNDERACHIEVERS Vs OVERPERFORMERS

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0  

20  

40  

60  

80  

100  

Print  Media   Mobile   Radio   Internet  

Strength of Media Channel According to Audience Reach

Did you know that with Mobile & Internet Media, you can reach a wider demographic at the fraction cost of Traditional media.

?

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MOBILE MARKETING IN THE TECNO LIVE SMART CAMPAIGN WAS CRUCIAL IN THRUSTING THE BRAND FORWARD

THE TECNO LIVE SMART CAMPAIGN

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Offline  Print  QR  Code  

Deployment  

Addic@ve  Video  

Gamifica@on  

EPR  Execu@on  Model  

Online  Media  Awareness  Model  

Facebook  Conversion  &  

Social  Engagement  

Model  

TwiPer  Trends  

Email  Marke@ng  Model  

Eskimi  Engagement  

Model  

2Go  Social  Conversion  Model  

#LIVESMART  

64% of our Digital Marketing Effort was targeted at Mobile

As a result, Tecno Mobile became the fastest growing mobile manufacturing

brand in Nigeria and Ghana by year end 2013.

A solid engagement on local mobile social networks was integral to the

success of this campaign.

DESKTOP Vs MOBILE (RESULTS)

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MEDIUM Impressions  (Nigeria) Impressions  (Ghana) Average  CTRPremium  (Desktop) 5,687,500 1,137,500 0.49Third  Party  (Desktop) 7,444,444 2,580,672 0.36

Mobile 28,548,635 11,484,833 4.58

COUNTRY Desktop  Impressions Mobile  ImpressionsNigeria 13,131,944 28,548,635Ghana 3,718,172 11,484,833

As seen, our mobile activities (digital banner display) delivered over 100% more results in Nigeria than desktop which accounted for 55.6%.

In Ghana, Mobile was about 350% the performance of desktop.

MILESTONES ACHIEVED

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Fastest Growing Brand

Page

1900% increase In Social

Talkability at peak

3rd Fastest Growing

YouTube Brand Page

2nd Most Influential

Twitter Handle

IN NIGERIA...WITHIN THE SPACE OF JUST 3 MONTHS.

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WHY YOU NEED TO FOCUS ON THE RIGHT METRICS TO ACHIEVE YOUR DIGITAL MARKETING OBJECTIVES

ADVICE ON CHOOSING THE RIGHT MM TOOL

LET YOUR OBJECTIVES DETERMINE YOUR SELECTION[S]

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Mobile Site

App Deployment

QR Code

Deployment

SMS

Mobile Display

Advertising

Lead generation, communicating brand personality, awareness

and reach

Content control, information centralization,

lead retrieval

For direct B2C Interaction, leads

generation and sales push

Gamification, offline interaction, native

functionality & ultimate Action

020 [Offline-Online] Interaction

MOBILE APP VS MOBILE OPTIMIZED SITE

16www.mdgadvertising .com  

FOCUSING ON THE RIGHT METRICS

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With Mobile Apps, look out for

1.  Social Currency

2.  Functionality

3.  Engagement Ratings

With Mobile Ads, look out for

1.  Reach

2.  CTR

3.  CPA

FOCUSING ON THE RIGHT METRICS

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When deploying SMS Marketing, look out for: 1.  Relationships Built 2.  Database Growth 3.  Reply Ratios

When deploying QR Codes, look out for: Average Visit Duration .1

Traffic Conversion .2 Database Growth .3

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THANK � YOU! � 

Two roads diverged in the woods and I took the one less travelled by, And that has made all the difference

-ROBERT FROST

Copyright © TECNO GROUP 20

A � VERY � BIG � THANK � YOU! �