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The increasing relevance of mobile marketing must not be overlooked for ROI maximization. - The Future Of West African Marketing In Perspective - Why You Need To Focus On The Right Metrics To Achieve Your Objectives
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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! �