Understanding The Connected Southeast Asian Consumer 2020 Mobile Marketing... · 2020-02-26 · GMV across online travel, e-commerce, online media and ride-hailing sectors, it is

Mobile Marketing Handbook – SEA, 2020

Understanding The ConnectedSoutheast Asian Consumer2020 Mobile Marketing Handbook


Table of Contents

INTRODUCTION

02 03

04

THE DIGITAL LANDSCAPE IN SEA• Understanding the

Connectivity Paradigm• The Booming Internet

Economy• The Connected

Consumer of 2020

THE PARADIGM SHIFT WITH THE CONNECTED CONSUMER

• Mobile Commerce• Entertainment• Mobile Banking

THE 2020 VOICE OF THE MARKETER

05WINNING THE CONNECTED CONSUMER: MOBILE MOMENTS OF TRUTH

01



Foreword

Southeast Asia witnessed a transformation like no other in the last decade. Punching above its weight, the region is home to one of the world’s most dynamic internet economies, offering convenience to consumers at an unprecedented scale. The average Southeast Asian user spends more than

V A S U T A A G A R W A LM a n a g i n g D i r e c t o r ,

A s i a P a c i f i c

74% of their time on their smartphones when compared to their American counterparts, making them a highly connected, highly mobile user base. This transformation led by the internet economy has been most significant in 3 key categories:

mCommerce: With an explosion of home grown apps, Southeast’s commerce landscape has been redefined by the app economy. This has been further bolstered by the round the year demand driven by a diverse population.

Entertainment: The region is fast emerging as a leader in both OTT Streaming Services and Gaming. Both regional and international heavyweights play a critical role in this ecosystem.

mBanking: ASEAN has revolutionized the banking ecosystem, with apps solving for last mile connectivity and infrastructure issues bringing on board a critically underbanked population.

As a part of our annual survey of marketers in Southeast Asia, we take a moment to understand not only the key challenges they face in an ever-shifting digital economy,but also the untapped opportunities that come with it. Keeping in mind the all

compassing nature of smartphones, we discuss the emergence of a new phenomenon, the Mobile Moments of Truth.


Southeast As ia is one among the fastest growing regions across the g lobe, with i ts d ig ita l economy poised to achieve USD 300 Bi l l ion in the next 5 years . Th is phenomenal growth can largely be att r ibuted towards the mobi le revolut ion th is region has witnessed, making way for mult ip le growth opportunit ies , fuel ing the r ise of unique in-app ecosystems. Th is t ransformat ion is part icu lar ly prominent in three unique categor ies : mCommerce, Content , and mBanking . We examine the shift in these three d ist inct categor ies which have fundamental ly a ltered consumer behavior in Southeast As ia . As consumer expectat ions begin to sh ift , both brands and advert isers understand that i t is cr i t ical to reth ink how they communicate with their customers . We speak to marketers across the region including industry leaders and understand their mot ivat ions and concerns as we step into the golden age of the connected Southeast As ian consumer .

Introduction

Disclaimer: This document was produced by and the opinions expressed are those of InMobi and other sources up to the current date of writing and are subject to change. It has been prepared solely for information purposes over a limited time period to provide a perspective on the market. Projected market and financial information, analyses and conclusions contained herein should not be construed as definitive forecasts or guarantees of future performance or results. There is no representation or warranty, either expressed or implied, as to the accuracy or completeness of the information in the report and shall not be liable for any loss arising from the use hereof. InMobi does not provide market analysis or financial projections.



Digital Landscape in South east Asia



Thailand

Vietnam

Malaysia

Cambodia Philippines

Brunei

Indonesia

Singapore

GSMA Mobile connectivity index 2018Internet penetration

69%68

61%

65

61%

6583%

67

86

85%

66%

61

62

65%

65%

62

Connectivity in Southeast Asia = MobileToday, 90% of users in Southeast Asia access the internet primarily through their mobile devices. Connectivity in this region has now become synonymous with mobile phones.

Given the fragmented geography of the region, mobile unites and connects everyone unlike previous technologies have.

Despite several traditional challenges, today the region enjoys a high internet penetration. This has been made possible primarily due to the fast dipping prices of both smartphones and mobile data .

Southeast Asia leads in Internet penetration and mobile connectivity

57 %56 71 %65

Global SEA

Source: eMarketer 2019


Thailand

Vietnam

Malaysia


Brunei

IndonesiaSingapore

Size of the Internet Economy (in USD billion)

65

66%

It’s a unique, boomingInternet economyThe Southeast Asian Internet economy has reached an important milestone. Valued at $100 billion in GMV across online travel, e-commerce, online media and ride-hailing sectors, it is expected to triple by 2025.

This growth is powered by the rapid adoption and increasing time spent on mobile Internet, and a willingness to pay for online services and products.

16

12

12

11 7

40

2015 2019 2020

SEA’s Internet Economy

Gro

ss e

cono

my

valu

e (i

n US

D)

9x

#1 mobile banking

#1 ride-hailing#1 m-commerce

#3 in ride-hailing

#5 in m-commerce

#8 in mobile wallets

Source: We are social 2019, Google Temasek Bain & Company's eConomy SEA 2019 Report


The consumer force behind the Internet economySoutheast Asians spend most of their time on mobile, consuming content and making purchases. It is no surprise then that investors – both local and international, recognize the potential and are eagerly taking significant steps to harness this opportunity

As consumers get digitally savvy, they are displaying a higher propensity to try new apps across different categories; experimenting and aspiring for better things. With no dearth of options available to them, either at an app or brand level, impulsivity in shopping is rising while loyalty is on the decline.

SEA CHINA UNITED STATES

SmartphonePenetration

Time Spent per day on mobile internet (hh: mm)

Total App Downloads (Bn), Q2 2019

Mobile Data Traffic by Smartphone (GB/month), 2018

58.3

3.5

4:10

3:6

56

2.0

3:19

7:1

85

3.0

2:24

7


Source: Sensor Tower | eMarketer


Source: eMarketer 2019, Nielsen – What’s next in SEA

Thailand

Vietnam

Malaysia


Brunei

Indonesia

Singapore

% of populationUnder 35 years

% of m-commerce Internet users71%

50%

62%

50%

61%

65

54%

45%

52%

58%

57%

55%

76%

52%

Defining the connected Southeast Asian consumer

63 % 65

SEA


Understanding the connected consumer persona

YOUNGERMOBILE NATIVES,OMNI CHANNEL

ASPIRATIONALALWAYS - ON

More than 60% are under the age of 35

90% come online through their mobile

devices

72% of Southeast Asians feel they can buy beyond their basic needs

4 out of 10 high mobile usage countries are

Southeast Asian



The Paradigm Shift with the ConnectedConsumer



Understanding the mobile eraAs the prices of smartphones plunge, and access to mobile data increases, the day to day behavior of the average consumer in Southeast Asia has dramatically shifted. Some of the most significant changes can be observed in the following spaces:

Exploring the mobile commerce opportunity

Understanding new age entertainment

Decoding new age finance

EntertainmentM-Commerce M-Banking

$



Decoding the New-age M-commerce User



Exploring the mobile commerce opportunityMobile commerce has created a definitive impact on how the average Southeast Asian shops today. With apps catering to users’ unique needs be it apparel, peer2peer, groceries, among countless other categories, consumer behavior has seen a dramatic shift, especially in the following areas:

Of Internet Users in SEA use M-Commerce

Of e-commercein SEA can be attributed to M-Commerce

63%

51%

6863

524848

4645

4239

3833

3026

191616

149

1928

1417

3016

1923

1915

3330

2925

Money Transfer

Clothes

Cosmetics/ Skincare

Flights

Footwear

Toys

Technology (TV/ Gaming)

Furniture

Mobile (%) PC (%)

Source: Mobile Commerce Southeast Asia Twitter Insights 2019


HIGH TRIALIBILITY

HIGH IMPULSIVITY

REDUCED BRAND LOYALTY

With several apps on the market, each offering better prices than the other, users are now open to having multiple apps on the phone

As access to products have dramatically increased with the tap of a button, users are now able to make purchase decisions at an increasingly shrinking speed - driving high impulsivity

Due to the availability of a wide variety of options and heightened impulsivity, users are no longer as brand-loyal as they used to be. Brands must now work hard to build brand loyalty by paying close attention the shifting needs of their customers.

Defining the new-age m-commerce User


The rise of the local appsThe Southeast Asian mobile app ecosystem is dominated by local apps in categories of shopping, communication, ride-hailing and payments. However, among them all, very few have successfully managed to add more services to truly become Super Apps. The majority continue to offer a single service to their customers.

0 10 20 30 40 50 60 70

20

18

16

14

12

10

8

6

4

2

0

Touch n Go ewallet

Michat

Tokopedia

Niche Players

Conglomerates

Super Apps

SEA limited

LazadaGrab

Go-Jek

OVO

MAUs in millions


Around the year demand, driven by diversityThe cultural diversity of SEA creates a unique landscape for marketers and retailers in the region. Each month of the year offers a different reason to celebrate and hence, presents an opportunity for marketers to connect and engage with consumers. For e.g. in the post Ramadan slump, the Bun Luang festival in Thailand continued to engage consumers on shopping apps. Similarly in January, while the rest of the region witnessed a decline in shopping activity, Vietnam enjoyed a heightened engagement on these apps.

Time spent in shopping apps in 2018

Time spent in shopping apps doubled in 2018*

Shopped throughmobile apps in 2018

Growth in m-Commercesales by 2020

$14B

2X

3 bn hours

20%

Source: Priori Data

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

Indonesia Thailand MalaysiaSingapore Vietnam Philippines

Ramadan

9/9 12/1211/11


January April July September


The Mobile State of Entertainment


Video is a booming content consumption channel in APAC with OTT video revenues set to overtake North America in 2021

As a region that primarily uses smartphones to connect to the internet, smartphones continue to be the preferred medium to watch video content. OTT platforms have responded to this unique behavior with Netflix launching mobile only plans in this region.

The mobile video consumption explosion

48.455.5

62.169.3

74.8

2019 2020 2021 2022 2023

Smartphone Video Viewers

millions % of population

18.3

20.8 23.1

25.6

27.4

Source: eMarketer, August 2019

2019 2020 2021 2022 2023

Asia Pacific to overtake North America in 2021

NA EMEA APAC Latin America

0TT video revenue by region (US $Mn)


OTT platforms have extended their embrace of a mobile-first strategy by partnering with leading telecom companies in the region, who have been traditional partners of payTV providers as well.

The Traditional to Digital transformation

Singapore MalaysiaPhilippines Indonesia

Source: Kagan, a media research group with S&P Global Market Intelligence


SVOD (Subscription Video on Demand) has made significant inroads in the region with revenues set to reach a value of USD 390 million by 2023.

Additionally the region is also open to a hybrid model of SVOD and AVOD (Advertising based Video on Demand) where users pay a reduced monthly OTT subscription for a reduced price

The hybrid video on-demand model

Source: Kagan, a media research group with S&P Global Market Intelligence

0

50

100

150

200

2015 2016 2017 2018 2019 2020 2021

Forecasted subscription revenue from video streaming services in Southeast Asia

0%

10%

20%

30%

40%

50%

60%

70%

Hong Kong Indonesia Philippines Taiwan Vietnam

Would you sign up for a monthly OTT subscription with ads for a reduced price?

Yes Maybe Depending Upon Price No Don't Know


Southeast Asia is the fastest growing gaming market across the globe, with a growth of 22% YOY

67% of Gaming Revenue in SEA comes from Mobile

Mobile is the most preferred channel for gaming as compared to PC and console as observed in the rest of the globe.

Gaming has found a remarkable place in the psyche of the ASEAN population: the 2018 Asian Games showcased 6 games as a part of its esports events

SEA: The future of mobile gaming

Source: NewZoo 2019 | ASEAN Post 2019

$3,304M

$976M

$360M

Mobile PC Console

THE WORLD’S LARGEST FASTEST–GROWING GAME MARKET

$4.6Bn

67%

Revenues generated by SEA’s games market in 2019, up +22% year on year

Of game revenue in SEA will come from mobile



Paging gamers: Gaming across Southeast Asia

Thailand

Vietnam

Malaysia

Philippines

Indonesia

Singapore

Online Population21,100,000Gamers14,700,00





Online Population44,700,000Gamers31,400,00GAMERS IN

SOUTHEAST ASIA


Source: ASEAN Post 2019


Case in Point: Mobile entertainment owns eyeballs in Malaysia9 out 10 users in Malaysia access the internet via their smartphones, making mobile the gateway to all things entertainment in this nation. As the multiple categories of entertainment continue to mushroom including video, text based, audio, social media, gaming we take a closer look at the notable shift in 2 of the most popular categories in Malaysia, video and gaming.

UnderstandingUsers

Local Playersup the Ante

Global Players Go Local

Video Gaming

SEA’s leading regional OTT platform, iflix ,with over 17 million subscribers started in Malaysia

7 /10 Malaysians who own a smartphones use their device to stream online entertainment

Netflix launched their first Southeast Asian mobile only plan in Malaysia

Kuala Lumpur is home to 11 Game Developers including: Gameloft andCodemasters

45% of Malaysian mobile gamers are female showcasing a diverse gaming audience

Sony is set to open its first Southeast Asian Gaming Studio in Malaysia in 2020


Source: Yahoo News 2019 | Digital News Asia 2019 | All Correct Games 2017


The Southeast Asian M-Banking Revolution



The Southeast Asian app ecosystem continues to drive dramatic disruption the need for financial solutions that catered to the nuanced needs of the market arose.

Since the infrastructure requirements of financial Apps were limited, they began to help bring on board millions of users who were previously underbanked / unbanked driving significant economic change in the region.

M-Banking and financial inclusion

Source: World Bank Global Findex, 2017The ASEAN Post, Jan 2019

2757

7343

2014 2017

% o

f the

pop

ulat

ion

Growing Banked Population in SEA

Banked Unbanked

$17

$52

2019 2030

Impact of Banking the Unbanked

Thaila

nd

Sweden

Turk

ey

Malays

ia

South Kore

a

SingaporeChina

Indonesia

Philippin

esU.K

Vietnam USA

World

wideMob

ile B

anki

ng P

enet

ratio

n

5 of the top 12 countries with highest mobile banking penetration are SEA, Jan 2019


While most of these apps started out primarily as an infrastructure lever for mCommerce transactions, these apps have come into their own to offer more services and solutions to the people. These include:

Mobile-driven cashless economy

SME funding

Remittance Lending Insurance

Banking

1,4002300

600

110022

144

2019 2025

SEA Consumer Payments (GTV, $8)

e-wallets

Digital Payments

Consumer Payments2.2 3.7 5.4 8.1 11.9 19.9 26 32.3 39 45.4

0.1 0.2 1.2 6 12.2

58.8

98.7

165.9

229

307.2

2011 2012 2013 2014 2015 2016 2017 e 2018 e 2019 e 2020 e

(Trillion RMB)

PC Third-Party Payments

Mobile Third-Party Payments

Mobile payments in SEA(in billions of dollars)

Source: Accelerating Financial Inclusion in Southeast Asia with Digital Finance | 2017Digital Banking in ASEAN


The evolution of finance apps in Southeast Asia

Super Apps Traditional / Digital Banking

Pure Fintech Cryptocurrency Commerce Extension

The financial services offered by Superapps becamea natural extension of their exhaustive value proposition and became a critical factor in their journey of building a360-degree app ecosystem

Leading Banks across the region have recognized the importance of mobile as a channel and have embracedapps as a critical medium in offering their customers a variety of options when it comes to instant payments and fund transfers.

The rapid evolution of financial apps have led to tremendous inclusion driving adoption among both the unbanked and underbanked. Be it peer to peer transactions, payments, loans, or insurance, these apps cater to the day to day needs of the average consumerseamlessly.

Among the most disruptive financial technologies are blockchain and cryptocurrency. In response to the need of the region, cryptocurrency apps have found a viable place in the rapidly evolving financialapp ecosystem

Nontraditional players have also made the foray into financial apps to solve for the nuances that they might face on a day to day basis, making it a natural extension to their business as usual model


In a world where trends are constantly changing, it can be tough for brands to keep up. The 2020 Voice of the Marketer is a research study conducted to better understand marketer sentiments across verticals. We surveyed 56 Southeast Asian marketers and conducted in-depth interviews with 12 industry leaders to comprehend the biggest challenges that marketers face today. We also reveal the top marketing trends which in their opinion will dominate the coming year.

Vision 2020: The Voice of theMarketer



Facing the Headwinds

Southeast Asia is a truly mobile-first region. With rapidly growing internet connectivity, consumer behaviour isevolving rapidly and fuelling the dynamic mobile in-app ecosystem.

As more apps crop up and existing apps offer more services to retain users, consumers are spending more time on their mobile devices experimenting and consuming content at an exponential level.

This has left marketers hamstrung even in an age of data overload. The disconnectedness of data makes it harder to derive a cohesive view of the consumer, complicating the already complex consumer journey. The lack of trusted third-party data and inadequate first-party data leaves them with little insight into the consumer's journey on mobile devices.

In such a world, marketers are hard-pressed to deliver personalized experiences, a desperate need of the hour to elevate the consumer-brand relationship.


17%

21%

24%

31%

51%

Inability to deliverpersonalized experiences

Ineffective measurement andverification solutions

Lack of real-time insights onconsumers

Inefficient attributionsolutions

Lack of 360 degree view ofthe customer


Here in Asia, we have made the acquisition and use of first party data a clear priority. That’s quite a challenge, given the multitude of platforms and channels used by Unilever brands.

Of course, we make every effort to be GDPR-compliant everywhere. But acquiring data legitimately is just table stakes. It doesn't mean much to the person whose data you have acquired if he or she does not believe that the data are being used correctly or if it's not the relationship they feel they signed up for.

So, we are working hard to develop a better understanding of what makes for great value exchanges during data acquisition. The best exchanges should feel fair and be a positive consumer experience. So any communications which follow should feel relevant, based on the expectations built up during the initial exchange. We want value exchanges that work for people as well as for brands.

DAVID PORTERVP GLOBAL MEDIA – ASIA PACIFIC AND AFRICA,

UNILEVER

Marketers need to create an agreeable digital experience that redefines the data value exchange between consumers and brands


Everyday consumers interact with tens of apps performing various activities seamlessly through the day, generating large amounts of data on different platforms. However, through it all, the majority of data resides with a select few players who have insight into who the consumer is, what they do and where they are in the consumer journey. Hence it has become harder for brands to identify the right attributes for the right consumer and ascribe intent so as to definitively reach and engage them with the right message. Furthermore, when leveraging third-party data, marketers often struggle with the value and veracity of it as the data can be dated and not representative of the specific components brands are looking for. This delivers less than precise marketing campaigns that often lack true detail around them, limiting their targeting capabilities. Without knowing what the consumer struggles with, it makes it especially difficult for brands to tailor and deliver appropriate level of content at the right time losing many precious potential moments of serendipity.SILAS LEWIS-MEILUS

DIRECTOR, HEAD OF MEDIA - APAC

GSK

Delivering the right message to the right user continues to be a struggle in the age of disconnected and siloed datasets


In today’s world, consumers are the trend setters evolving quickly and thus making it harder for brands to cope with the changes. As consumer behavior and shopping lifecycles change, consumers are increasingly paying more attention to the brands and their ethos, and not just the price. No doubt brands must have a clear and deep understanding of their consumers to be able to speak their language across channels to truly engage and connect with them. This deep understanding of the consumer can only come from accessing and owning first party data of their audiences. This allows marketers to better segment and explore their consumer’s behavior while being able to identify any changes or anomalies that could lead to new trends. Samsung has the advantage of owning vast 1st party data from both online and offline channels which gives it great insight into the smallest user cohort thus enabling us to build effective marketing strategies around it. This minimizes wastage of resources when marketing to consumers. However, most brands continue to face challenges in accessing and owning data of their brand. New innovative pathways must be created if one wishes to remain relevant to their consumers in the future.

ABHISHEK GROVERREGIONAL DIGITAL MARKETING HEAD –

SMARTPHONES (SOUTHEAST ASIA & OCEANIA)SAMSUNG

The power of first-party data is far-reaching, helping brands stay ahead of the consumer trend curve


Riding the Waves

Southeast Asia has been quick to adopt digital technologies, especially mobile in the last decade. Today, three in four consumers have access to the internet and are increasingly consuming digital services and products everyday.

Growing consumption is redefining consumer behaviour and their preferences, fuelling innovation in the mobile ecosystem. The landscape remains highly competitive with local and global players competing for the users time and money.

In a bid to further their share of time, marketers will push the envelope to deliver personalized experiences that resonate with consumers in their moment of need. In order to achieve this, marketers must re-evaluate their strategies on Super Apps in particular. These apps offer marketers a unique opportunity to connect beyond just commerce and truly inform and engage them through their entire journey.24%

24%

37%

44%

59%

Rise of the Ecosystem Players

Hyper-local outreach

Achieving a 360 degree view of thecustomer

Delivering Personlized Experiences

Customer Journey Mapping



The emergence of Super Apps is not surprising in mobile-first Southeast Asia. The growing consumer base expects immediate, seamless access to content, products and services. As more services are being integrated into a single app, consumer behaviour is changing - consumer loyalty increasingly depends on who offers a more convenient and relevant experience. With added ease of payments that offer a seamless experience to consumers, Super Apps are becoming increasingly popular. As a consequence the data collected from these apps offer valuable consumer insights, as each user profile becomes increasingly layered and rich. The large user base on these Super Apps means these rich datasets can be used to create more effective experiences and targeting. By harnessing the three elements of data, platform and algorithms effectively, marketers can better leverage the apps to deliver more meaningful, timely and relevant content. However, as more apps embark on their Super App journey, the competition to capture and sustain the users attention will intensify, leaving marketers to innovate and develop new strategies that provide non-disruptive, personalized experiences that leverage the wealth of data generated.

EKA SUGIARTOHEAD OF MEDIA – INDONESIA AND SEA

UNILEVER

Super Apps offer marketers a unique opportunity to harness rich data sets and truly deliver native, personalized and timely experiences


One of the big impacts of the mobile-first, hyperconnected era is, what we are calling, the Digital Paradox. One the one hand, we have new and evolving media channels, often held in the palms of our hands, creating newer and newer opportunities. On another hand, the deluge of digital touchpoints will make it more difficult to connect with consumers, making it more difficult to build brands. To capture the user's attention in the first few seconds, to entertain them, to create value for them has become exponentially harder for marketers. This is driving them to search for innovative strategies. One of the answers lies in making the shift from thinking content to thinking “experiences”. When brands start delivering sparkling experiences that are delivered in way that is native to the environment or channel, without disrupting the ongoing experience, it will start creating meaningful and deeper memory structures. Every digital platform is unique in the engagement opportunity it offers consumers. Marketers can no longer rely on taking content constructed for a different platform and plug and play it into another platform with minimal changes. Mobile as a medium needs a lot of attention. We will have to treat the Browser environment, In-App Environment, Facebook, Instagram, Tik-Tok, Twitter, Amazon and Lazada as unique environments and design for it. While this cannot be achieved overnight, brands will have to work towards creating this new reality that will lead to more effective campaigns and ROI in the long run. Eventually the marketer-agency-publisher eco-system will be able to convert this into repeatable models that work for categories and brands, better than today.

SUDIPTO ROYMANAGING DIRECTOR – MEDIA & DATA

MINDSHARE

Brands need to adapt their marketing strategies to deliver more cohesive and sparkling experiences to their customers


Games are universally appealing and often provide a much-needed stimulation to the human mind. Incorporating elements of gaming into the user experience delivered by the brand can often garner great rewards. Through their shopping journey, especially in the beauty segment, consumers are always keen to better understand how a product will look and feel on them. This need usually takes them away from their online journey and into the store to try, touch and feel the product. By gamifying the experience online, brands can create experiences where consumers can "try on" the product to get as close as an in-store experience. Such an innovative 360-degree experience is bound to boost consumer engagement with the brand and positively impact other brand metrics

VIKSITA SINGH MENONHEAD OF MARKETING, CONSUMER PRODUCTS

DIVISION, SINGAPOREL'OREAL

Gamifying the user experience is a great way to engage and entertain the consumer while keeping them informed


Decoding the Mobile Moments of Truth

ConclusionMobile Marketing Handbook – SEA, 2020


Understanding the Shift

While traditional marketing frameworks may have enjoyed a linear model, rapid digitization has led to massive disruption in the consumer journey. Consumers have shorter attention spans, which when paired with hyper connectivity results in a collision of moments. Users today might consider first, then research, advocate next and then make a purchase. Or, these might happen simultaneously, leading to a possibility of countless permutations of the new consumer journey. In order to stay relevant in these changing times, marketers need to make room for The Mobile Moments of Truth

Research Consideration at point of purchase

Customer Experience

Advocacy

Second Momentof Truth

ZeroMomentof Truth

FirstMomentof Truth

ThirdMomentof Truth

Mobile Moments of Truth



Defining Mobile Moments of TruthMobile Moments of Truth are defined by the following characteristics:

Simultaneous Transient User States

Personalized Experiences

The stages between awareness and purchase are varied while often no longer being linear. Customers might start an activity on one medium, continue it on another channel and make a purchase via an entirely separate medium.

While shopping journeys previously could be distinctly separated as unique phases, todaythese stages often overlap leading to a collision of moments.

As connectivity continues to increase at a breakneck speed, the length of purchase cycles have drastically reduced. This is largely due to the ease of consumption enabled by connectivity - be it increased access, increased options, improved payments.

With increased connectivity comes great opportunity as brands have multiple avenues to leave a lasting positive impression on consumers. Personalizationis a key lever that customers expect when interacting with brands.

Non-Linear


Southeast Asia is a small but mighty region brimming with untapped opportunities. Rapid urbanization and digitization is driving demand for solutions in areas such as m-commerce,

RISHI BEDIVP & BUSINESS HEAD – JAPAN, KOREA AND

SOUTHEAST ASIA, INMOBI

Driving Real-time Action with Real-time Insights


m-banking and internet of things. This has significantly impacted the consumer journey, changing forever how consumers interact and engage with brands.

The consumer journey is hyper-connected creating multiple simultaneous moments of truths that are non-linear and transient. Brands have a unique opportunity to engage consumers at these multiple touchpoints offering a personalized experience that can create a lasting impact.

In order to make the most of mobile moments of truth, it is critical for marketers to drive real time actions with real time insights. As we enter the golden age of data, marketers must leverage this resource responsibly by understanding consumer expectations in real time to engage and delight consumers with experiences they not only have to come to expect, but beyond.


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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.

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Understanding The Connected Southeast Asian Consumer 2020 Mobile Marketing... · 2020-02-26 · GMV across online travel, e-commerce, online media and ride-hailing sectors, it is