Keynote - Leadership Perspective: How to Manage Today's Complex Marketing Landscape

David PorterUnilever - VP Media Asia, Africa, Russia

VIETNAM: WORLD CHAMPION OF MOBILE AD GROWTH!

Source: We are social 2017. eMarketer 2018

“MOBILE FIRST”

- GOES BEYOND JUST MOBILE MARKETING

- IMPACTS ALL INDUSTRIES AND BUSINESS MODELS

Consumers

Brands

Mobile

MOBILE: THE ULTIMATE BRIDGE

INFRASTRUCTURE CHANGES EVERYTHING

Indian data use jumped

x9 post-Jio

launch

SIMPLE STEPS FOR WINNING IN MOBILE

Create Demand(Understand audiences,

get content right)

Convert Demand

Creative / Media alignment + data

Measure

DO

Build site awareness site using display & in-app ads

Use data to identify apps

‘Always on’ Search

Use full-screen ad units as part of mix

Sponsor popular content

DON’T

Forget destination pages

Decide to advertise / sponsor a 3rd party application based on downloads.

Send people to destinations you do not directly own, e.g. editorial on a 3rd party vendor site.

Buy media based on your own media habits

Over-expose viewers to any single message

USING THE 6 MODES OF MOBILE USAGE:

Mode Connect Search Entertain Manage Inform Navigate

% of time spent*

38% 16% 15% 10% 9% 5%

Example SocialNetworking

SearchEngines

Games & Videos

Life Organisers

BrandSites

Mobile Maps

BrandInteraction

Stimulate conversation

on Social

Activate mobile search

Create fun,engaging content &

experiences

Build LifeApps around

cooking & family

Build mobile

optimised websites

Use Geo-targeting to

map retailers

Source: Mindshare Mobile Playbook 2017

ARE YOUR ASSETS REALLY MOBILE-READY?

•Made for mobile?

• Early branding?

•All elements visible?

• “Native to mobile” use of people?

• Enjoyable / useful?

•Discoverable, shareable, clickable, shoppable?

Optimise websites for small screens….

…But that is not enough

Not a good experience- user must zoom to read

Content is repurposed for any

screen

OPTIMISE CONTENT FOR SMALL SCREENS

Have a break, have a KITKAT

BUILD FIT-FOR-PURPOSE MOBILE ASSETS

Pre-align creative and media teams to build relevant assets

Understand viewability –optimise, optimise, optimise

Different creative assets for lower-funnel conversion

Pre-test assets on the device

BUILD FIRST-PARTY DATA

500m 100m

Use third-party data to target times & places where

consumers are likely respond

Capture data for retargeting & loyalty-building

RetargetSegment audience

Consumer Journeys

Build First-Party Data

MEASURE, MEASURE, MEASURE!

% Reach

Completed Views

Clicks

Frequency

View Through Rate

Click Through Rate

% Views with Sound

Cost Per Click

Cost Per % Reach Point

Cost Per Completed

View

CPM

Repeat Views

Awareness

Engagement

Conversion

Loyalty

Cost Per Lead / Install

Mobile is more than a marketing tool: it’s a business disruptor

Hyper LOCAL, hyper PERSONAL & hyper RELEVANT

Consumers are influencers, publishers and curators – all enabled by mobile

And Vietnam is at the centre of mobile growth