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.
Text of BRINGING MOBILE TO THE HEART OF THE MARKETING MIX
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 HIGHESTREGISTRATIONS 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
