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MOBILE INTERACTIONMOBILE INTERACTION
MEDIA OR ELSE?MEDIA OR ELSE?
MOBILE INTERACTIONMOBILE INTERACTION
MEDIA OR ELSE?MEDIA OR ELSE?
How Marketers make plan
Mobile Trends
ContentsContents
How Marketers make plan
Case Studies
Mobile Interaction
Mobile
Trends
Mobile
Trends
25,000
Mobile Advertising Revenue
by Region, Worldwide
Mobile Marketing global size
SMS Text Ads
Static Banners
Animated Banners
Rich Media and HTML 5
2010 2011 2015
Rest of the World 196.9 410.4 2,761.70
Asia/Pacific and Japan 868.8 1,628.50 6,925.00
Western Europe 257.1 569.3 5,131.90
North America 304.3 701.7 5,791.40
0
5,000
10,000
15,000
20,000
25,000
$millions
Mobile Internet Users: 530 millions
Smartphone users: 478 millions
Mobile Users: > 6000 millions
Source: Mobithinking 2012; Inmobi 2012, Gartner
122 MILLIONS
Mobile vs 136 mil
telephone subscribers
Mobile Overview in Vietnam
32.5mil
Internet Users
21 mil Mobile
Internet users 122 MILLIONS
Mobile vs 136 mil
telephone subscribers
30% mobile user is
Smartphone Users
Thousands of Mobile
content products
Source: Ministry of T&I, GroupM
Devices used for connecting online
36
52
Age 25-34
Age 15-24
Who are Mobile users in Vietnam
%
Source: 3D 2012
36
17
0 20 40 60
All adults
Age 35-45
Mobile internet access by age
“Mobile users in Vietnam consume
4.5 hours of media daily”
Source: Cimigo 2012
Mobile Internet activities – Vietnam consumer
13
14
16
18
19
20
30
59
64
To Keep Updated On Sport
To Send Or Receive Emails (Work)
To Download Ringtones
To Find Out The Weather
For Social Network-Update Profile
To Download Games
To Search
To Keep Updated On News
For Entertainment
Reasons to use mobile internet
8
8
9
9
11
12
13
0 10 20 30 40 50 60 70
To Find Out Movie Information
To Download Mobile Apps
To Send Or Receive Emails (Non-Work)
To Watch TV
To Search For Directions
To Purchase Music
To Keep Updated On Sport
Marketers
How do they make mobile plan?
Marketers
How do they make mobile plan?
Digital Marketing Strategy Planning Tool
Digital
Straty
Reach Act Convert Engage
Situation analysis: How well are we using digital media now?
Audience and
customer analysis
Competitor
benchmarking
Online partner
analysis
Own digital
marketing review
Objective setting: Which goals and KPIs should we use?
Digital Marketing Strategy Planning Tool
Objective setting: Which goals and KPIs should we use?
Mission and vision Goals, KPIs and web analytics
Strategy: How can we achieve our goal?
Segmentation and
targeting
Positioning and
value proposition
Engagement and
content strategy
Integrated
communications strategy
Which digital marketing activities to optimise
REACH
Build awareness on other sites
and in offline media and drive to
OWNED presences
ACT & CONVERT
Achieve conversion to marketing
goals such as fans, leads or sales
on OWNED & PAID
ENGAGE
Build customer and fan
relationships to encourage
repeat visits as EARNED media
Pay per click
Affiliate and partner
marketing
Site – wide content &
design effectiveness
Home page design
effectiveness
Search and browse
page efficiencies
Content marketing
E - newsletters and
promotional emails
Event – triggered
marketing
Search Engine
Optimization (SEO)
Affiliate and partner
marketing
Display advertising
Acquisition email
marketing
Social media
marketing
Search and browse
page efficiencies
Category and product
page efficiencies
Basket and checkout
efficiency
Social media
marketing
Event – triggered
marketing
Customer service &
support
Website
personalization
Social media
marketing
InterestInterest
Attentio
n
Attentio
n
DemandDemand ActionAction
Corporate/ Brand Marketing Local Marketing
InterestInterest
Attentio
n
Attentio
n
ShareShareActionActionSearchSearch
Purchase decision models
InterestInterest
Attentio
n
Attentio
n
ShareShareActionAction
Passive Active
SearchSearch
Awareness
Engagement
Consideration
Purchase
Consumption
Loyalty
Advocacy
Purchase decisions in Vietnam
Awareness
Engagement
Consideration
Purchase
Consumption
Loyalty
Advocacy
53%
Source: Decision Fuel and InMobi research; sample n = 1,062 VIETNAM ; Source 1: Group M
2%
17% 33%
42%
22%
Mobile is most impactful media on purchase decisions, followed by TVMobile is most impactful media on purchase decisions, followed by TV
31%
53%
Awareness
Targeted
Mobile Ads
Interaction
Mobile Interaction
Design & Tech.
Selection
Mobile
OH/OOH
TV/Radio
Print
POS
Mobile interaction
Interaction
Mobile Interaction
Design & Tech.
Selection
User Data base
Sharing
MobileMobile
Internet
Mobile is The Only Platform that enable to integrate & Enhance Across All Media Types
Direct
Marketing
•Target consumers
•Profiles your
messages
Target
•Drive different
conversation
•Develop
interactive brand
relationships
Engage •Build loyalty
•Improve retention
active purchase…
Convert
•Increase ROI
•Drive cross-sell
•Collect customer
knowledge
Generate
CTA: Click to Action
Click to Landing Page User is taken to a mobile website
Click to Video Play Video plays on device
Click to Search User is taken to a search results page
Click to Calendar Mobile device stores an event date
Click to SMS Mobile device sends SMS shortcode
Click to dld. coupon Device downloads discount coupon
Click to Call Mobile device calls specified number
Click to Share User shares link on social media
Click to Store Locate User is taken to a store locator map
Click to Buy User is taken to mCommerce store
Point Art
Engagement + Sharing + Loyalty
Point Art
Engagement + Sharing + Loyalty
Point Art is an Augmented Reality platform, that delivers
contextual engagements based on camera & location
Point Art is an Augmented Reality platform, that delivers
contextual engagements based on camera & location
30 Mil+ engagements every month
300+advertisers on board
Over 60award winning campaigns
Intel funded mobile technology venture
Owner: TELiBrahma Technologies Inc. (USA, India, Singapore).
Vietnam Exclusive Partner.
Overview
30 Mil+ engagements every month
300+advertisers on board
Over 60award winning campaigns
Intel funded mobile technology venture
Owner: TELiBrahma Technologies Inc. (USA, India, Singapore).
Vietnam Exclusive Partner.
How to download Point Art application?
Available in all app stores: IOS, Android, BlackBerry, Window Mobile
Available for feature phone (Symbian OS, etc…)
- Download: http://pointart.mobi
Enjoy more case studies from http://db.tt/auNFkraY
Application in general
22
Scan a key hook Interact real-time 3S: See it, show it, share it
11
33
Interactive Tools
SMS/MMS interaction
3D Model
Survey, Register…
IVR
Mobile Game
Wapsite
Video
 HTLM5…
Interactive Tools
SMS/MMS interaction
3D Model
Survey, Register…
IVR
Mobile Game
Wapsite
Video
 HTLM5…
How can Point do?
Key hooks
Print ads
Logos
Name cards,
Bottle, ...
TVC
Billboard
Digital Poster
Packaging
Key hooks
Print ads
Logos
Name cards,
Bottle, ...
TVC
Billboard
Digital Poster
Packaging
Point is the best application, that enable to integrate &
Enhance Across All Media Types
Point is the best application, that enable to integrate &
Enhance Across All Media Types
Interactive Tools
SMS/MMS interaction
3D Model
Survey, Register…
IVR
Mobile Game
Wapsite
Video
 HTLM5…
Interactive Tools
SMS/MMS interaction
3D Model
Survey, Register…
IVR
Mobile Game
Wapsite
Video
 HTLM5…
Key hooks
Print ads
Logos
Name cards,
Bottle, ...
TVC
Billboard
Digital Poster
Packaging
Key hooks
Print ads
Logos
Name cards,
Bottle, ...
TVC
Billboard
Digital Poster
Packaging
Online Report
Why Point?Why Point?
Mass mediums
Integrated experiential
marketing. High precision
targeting
Total reach
Benefits of experiential marketing
on media reach.
Why Point?
Activations
Visits
What is ROI ? How is building loyal
customer base?
Engagement
Benefits of experiential marketing
on media reach.
Exchange few spots or insertions to
maximize experiential marketing.
Or
Use 1% budget to gain 99% interactive
Exchange few spots or insertions to
maximize experiential marketing.
Or
Use 1% budget to gain 99% interactive
Case StudiesCase Studies
Toyota Etios Liva – Logo recognition
Try it to have new experiencesTry it to have new experiences
Key hooks
• Print
• Brochures
• Outdoors
Interactive tools
• Augmentation of logo
• Demonstration interactive 3D
• Augmenting 3D display on a
camera view
• Tagging of multiple digital assets
and contents with car logo
• Integrating call for action
Key hooks
• Print
• Brochures
• Outdoors
Interactive tools
• Augmentation of logo
• Demonstration interactive 3D
• Augmenting 3D display on a
camera view
• Tagging of multiple digital assets
and contents with car logo
• Integrating call for action
Toyota Etios Liva – Logo recognition
RESULTS
 50,000+ rich media engagements
 3000+ users registered for a Test
Drive
 7,500+ users spoke about the car on
Social Media
 25% of the users engaged multiple
times
 65% of them experiencing car on
3D and 85% of them downloading
mobile content
RESULTS
 50,000+ rich media engagements
 3000+ users registered for a Test
Drive
 7,500+ users spoke about the car on
Social Media
 25% of the users engaged multiple
times
 65% of them experiencing car on
3D and 85% of them downloading
mobile content
BUSINESS CASE
Toyota wanted to leverage a mobile
platform to drive engagements
through traditional media investments.
BUSINESS CASE
Toyota wanted to leverage a mobile
platform to drive engagements
through traditional media investments.
Key hooks
• Print
• Brochures
• Outdoors
Interactive tools
• Augmentation of logo
• Demonstration interactive 3D
• Augmenting 3D display on a
camera view
• Tagging of multiple digital assets
and contents with car logo
• Integrating call for action
Key hooks
• Print
• Brochures
• Outdoors
Interactive tools
• Augmentation of logo
• Demonstration interactive 3D
• Augmenting 3D display on a
camera view
• Tagging of multiple digital assets
and contents with car logo
• Integrating call for action
RESULTS
 50,000+ rich media engagements
 3000+ users registered for a Test
Drive
 7,500+ users spoke about the car on
Social Media
 25% of the users engaged multiple
times
 65% of them experiencing car on
3D and 85% of them downloading
mobile content
RESULTS
 50,000+ rich media engagements
 3000+ users registered for a Test
Drive
 7,500+ users spoke about the car on
Social Media
 25% of the users engaged multiple
times
 65% of them experiencing car on
3D and 85% of them downloading
mobile content
Maxim – India
o Point at the cover page to see
the cover page come alive
o Point at the cover page to see
the cover page come alive
Try it to have new experiencesTry it to have new experiences
Working Process
Your campaign would go live within 72h after we receive materials.
Rate-card
Contents Description
Cost/month
(VND)
Setup, Materials editing, Operator & Hosting
1-2 key hooks Key hooks: Print ads,
Logos, cards, Bottle,
Billboard, Digital Poster,
Package…
65,000,0001-2 interactive tools Interactive Tools:
SMS/MMS interaction, 3D
Model, Survey, Register,
IVR, Mobile Game,
Wapsite, TVC, HTLM5…
65,000,0001-2 interactive tools Interactive Tools:
SMS/MMS interaction, 3D
Model, Survey, Register,
IVR, Mobile Game,
Wapsite, TVC, HTLM5…
1 extra content Key hook/Interactive tool 5,000,000
Excluded: (If need)
Concept creation, Campaign management, coding
•Excluded VAT 10%.
THANK YOU
For more information, lls contact our Ms. Nguyen Anh Thuy
GOLDSUN FOCUS MEDIA - Publisher Development
E: thuy.nguyen@goldsunfocusmedia.com.vn
THANK YOU
For more information, lls contact our Ms. Nguyen Anh Thuy
GOLDSUN FOCUS MEDIA - Publisher Development
E: thuy.nguyen@goldsunfocusmedia.com.vn

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Mobilemonday.vn mobile interaction - mr ng cuu long goldsun focus media

  • 1. MOBILE INTERACTIONMOBILE INTERACTION MEDIA OR ELSE?MEDIA OR ELSE? MOBILE INTERACTIONMOBILE INTERACTION MEDIA OR ELSE?MEDIA OR ELSE?
  • 2. How Marketers make plan Mobile Trends ContentsContents How Marketers make plan Case Studies Mobile Interaction
  • 4. 25,000 Mobile Advertising Revenue by Region, Worldwide Mobile Marketing global size SMS Text Ads Static Banners Animated Banners Rich Media and HTML 5 2010 2011 2015 Rest of the World 196.9 410.4 2,761.70 Asia/Pacific and Japan 868.8 1,628.50 6,925.00 Western Europe 257.1 569.3 5,131.90 North America 304.3 701.7 5,791.40 0 5,000 10,000 15,000 20,000 25,000 $millions Mobile Internet Users: 530 millions Smartphone users: 478 millions Mobile Users: > 6000 millions Source: Mobithinking 2012; Inmobi 2012, Gartner
  • 5. 122 MILLIONS Mobile vs 136 mil telephone subscribers Mobile Overview in Vietnam 32.5mil Internet Users 21 mil Mobile Internet users 122 MILLIONS Mobile vs 136 mil telephone subscribers 30% mobile user is Smartphone Users Thousands of Mobile content products Source: Ministry of T&I, GroupM Devices used for connecting online
  • 6. 36 52 Age 25-34 Age 15-24 Who are Mobile users in Vietnam % Source: 3D 2012 36 17 0 20 40 60 All adults Age 35-45 Mobile internet access by age “Mobile users in Vietnam consume 4.5 hours of media daily” Source: Cimigo 2012
  • 7. Mobile Internet activities – Vietnam consumer 13 14 16 18 19 20 30 59 64 To Keep Updated On Sport To Send Or Receive Emails (Work) To Download Ringtones To Find Out The Weather For Social Network-Update Profile To Download Games To Search To Keep Updated On News For Entertainment Reasons to use mobile internet 8 8 9 9 11 12 13 0 10 20 30 40 50 60 70 To Find Out Movie Information To Download Mobile Apps To Send Or Receive Emails (Non-Work) To Watch TV To Search For Directions To Purchase Music To Keep Updated On Sport
  • 8. Marketers How do they make mobile plan? Marketers How do they make mobile plan?
  • 9. Digital Marketing Strategy Planning Tool Digital Straty
  • 10. Reach Act Convert Engage Situation analysis: How well are we using digital media now? Audience and customer analysis Competitor benchmarking Online partner analysis Own digital marketing review Objective setting: Which goals and KPIs should we use? Digital Marketing Strategy Planning Tool Objective setting: Which goals and KPIs should we use? Mission and vision Goals, KPIs and web analytics Strategy: How can we achieve our goal? Segmentation and targeting Positioning and value proposition Engagement and content strategy Integrated communications strategy
  • 11. Which digital marketing activities to optimise REACH Build awareness on other sites and in offline media and drive to OWNED presences ACT & CONVERT Achieve conversion to marketing goals such as fans, leads or sales on OWNED & PAID ENGAGE Build customer and fan relationships to encourage repeat visits as EARNED media Pay per click Affiliate and partner marketing Site – wide content & design effectiveness Home page design effectiveness Search and browse page efficiencies Content marketing E - newsletters and promotional emails Event – triggered marketing Search Engine Optimization (SEO) Affiliate and partner marketing Display advertising Acquisition email marketing Social media marketing Search and browse page efficiencies Category and product page efficiencies Basket and checkout efficiency Social media marketing Event – triggered marketing Customer service & support Website personalization Social media marketing
  • 12. InterestInterest Attentio n Attentio n DemandDemand ActionAction Corporate/ Brand Marketing Local Marketing InterestInterest Attentio n Attentio n ShareShareActionActionSearchSearch Purchase decision models InterestInterest Attentio n Attentio n ShareShareActionAction Passive Active SearchSearch Awareness Engagement Consideration Purchase Consumption Loyalty Advocacy
  • 13. Purchase decisions in Vietnam Awareness Engagement Consideration Purchase Consumption Loyalty Advocacy 53% Source: Decision Fuel and InMobi research; sample n = 1,062 VIETNAM ; Source 1: Group M 2% 17% 33% 42% 22% Mobile is most impactful media on purchase decisions, followed by TVMobile is most impactful media on purchase decisions, followed by TV 31% 53%
  • 14. Awareness Targeted Mobile Ads Interaction Mobile Interaction Design & Tech. Selection Mobile OH/OOH TV/Radio Print POS Mobile interaction Interaction Mobile Interaction Design & Tech. Selection User Data base Sharing MobileMobile Internet Mobile is The Only Platform that enable to integrate & Enhance Across All Media Types Direct Marketing
  • 15. •Target consumers •Profiles your messages Target •Drive different conversation •Develop interactive brand relationships Engage •Build loyalty •Improve retention active purchase… Convert •Increase ROI •Drive cross-sell •Collect customer knowledge Generate CTA: Click to Action Click to Landing Page User is taken to a mobile website Click to Video Play Video plays on device Click to Search User is taken to a search results page Click to Calendar Mobile device stores an event date Click to SMS Mobile device sends SMS shortcode Click to dld. coupon Device downloads discount coupon Click to Call Mobile device calls specified number Click to Share User shares link on social media Click to Store Locate User is taken to a store locator map Click to Buy User is taken to mCommerce store
  • 16. Point Art Engagement + Sharing + Loyalty Point Art Engagement + Sharing + Loyalty
  • 17. Point Art is an Augmented Reality platform, that delivers contextual engagements based on camera & location Point Art is an Augmented Reality platform, that delivers contextual engagements based on camera & location
  • 18. 30 Mil+ engagements every month 300+advertisers on board Over 60award winning campaigns Intel funded mobile technology venture Owner: TELiBrahma Technologies Inc. (USA, India, Singapore). Vietnam Exclusive Partner. Overview 30 Mil+ engagements every month 300+advertisers on board Over 60award winning campaigns Intel funded mobile technology venture Owner: TELiBrahma Technologies Inc. (USA, India, Singapore). Vietnam Exclusive Partner.
  • 19. How to download Point Art application? Available in all app stores: IOS, Android, BlackBerry, Window Mobile Available for feature phone (Symbian OS, etc…) - Download: http://pointart.mobi Enjoy more case studies from http://db.tt/auNFkraY
  • 20. Application in general 22 Scan a key hook Interact real-time 3S: See it, show it, share it 11 33
  • 21. Interactive Tools SMS/MMS interaction 3D Model Survey, Register… IVR Mobile Game Wapsite Video  HTLM5… Interactive Tools SMS/MMS interaction 3D Model Survey, Register… IVR Mobile Game Wapsite Video  HTLM5… How can Point do? Key hooks Print ads Logos Name cards, Bottle, ... TVC Billboard Digital Poster Packaging Key hooks Print ads Logos Name cards, Bottle, ... TVC Billboard Digital Poster Packaging Point is the best application, that enable to integrate & Enhance Across All Media Types Point is the best application, that enable to integrate & Enhance Across All Media Types Interactive Tools SMS/MMS interaction 3D Model Survey, Register… IVR Mobile Game Wapsite Video  HTLM5… Interactive Tools SMS/MMS interaction 3D Model Survey, Register… IVR Mobile Game Wapsite Video  HTLM5… Key hooks Print ads Logos Name cards, Bottle, ... TVC Billboard Digital Poster Packaging Key hooks Print ads Logos Name cards, Bottle, ... TVC Billboard Digital Poster Packaging
  • 24. Mass mediums Integrated experiential marketing. High precision targeting Total reach Benefits of experiential marketing on media reach. Why Point? Activations Visits What is ROI ? How is building loyal customer base? Engagement Benefits of experiential marketing on media reach.
  • 25. Exchange few spots or insertions to maximize experiential marketing. Or Use 1% budget to gain 99% interactive Exchange few spots or insertions to maximize experiential marketing. Or Use 1% budget to gain 99% interactive
  • 27. Toyota Etios Liva – Logo recognition Try it to have new experiencesTry it to have new experiences
  • 28. Key hooks • Print • Brochures • Outdoors Interactive tools • Augmentation of logo • Demonstration interactive 3D • Augmenting 3D display on a camera view • Tagging of multiple digital assets and contents with car logo • Integrating call for action Key hooks • Print • Brochures • Outdoors Interactive tools • Augmentation of logo • Demonstration interactive 3D • Augmenting 3D display on a camera view • Tagging of multiple digital assets and contents with car logo • Integrating call for action Toyota Etios Liva – Logo recognition RESULTS  50,000+ rich media engagements  3000+ users registered for a Test Drive  7,500+ users spoke about the car on Social Media  25% of the users engaged multiple times  65% of them experiencing car on 3D and 85% of them downloading mobile content RESULTS  50,000+ rich media engagements  3000+ users registered for a Test Drive  7,500+ users spoke about the car on Social Media  25% of the users engaged multiple times  65% of them experiencing car on 3D and 85% of them downloading mobile content BUSINESS CASE Toyota wanted to leverage a mobile platform to drive engagements through traditional media investments. BUSINESS CASE Toyota wanted to leverage a mobile platform to drive engagements through traditional media investments. Key hooks • Print • Brochures • Outdoors Interactive tools • Augmentation of logo • Demonstration interactive 3D • Augmenting 3D display on a camera view • Tagging of multiple digital assets and contents with car logo • Integrating call for action Key hooks • Print • Brochures • Outdoors Interactive tools • Augmentation of logo • Demonstration interactive 3D • Augmenting 3D display on a camera view • Tagging of multiple digital assets and contents with car logo • Integrating call for action RESULTS  50,000+ rich media engagements  3000+ users registered for a Test Drive  7,500+ users spoke about the car on Social Media  25% of the users engaged multiple times  65% of them experiencing car on 3D and 85% of them downloading mobile content RESULTS  50,000+ rich media engagements  3000+ users registered for a Test Drive  7,500+ users spoke about the car on Social Media  25% of the users engaged multiple times  65% of them experiencing car on 3D and 85% of them downloading mobile content
  • 29. Maxim – India o Point at the cover page to see the cover page come alive o Point at the cover page to see the cover page come alive Try it to have new experiencesTry it to have new experiences
  • 30. Working Process Your campaign would go live within 72h after we receive materials.
  • 31. Rate-card Contents Description Cost/month (VND) Setup, Materials editing, Operator & Hosting 1-2 key hooks Key hooks: Print ads, Logos, cards, Bottle, Billboard, Digital Poster, Package… 65,000,0001-2 interactive tools Interactive Tools: SMS/MMS interaction, 3D Model, Survey, Register, IVR, Mobile Game, Wapsite, TVC, HTLM5… 65,000,0001-2 interactive tools Interactive Tools: SMS/MMS interaction, 3D Model, Survey, Register, IVR, Mobile Game, Wapsite, TVC, HTLM5… 1 extra content Key hook/Interactive tool 5,000,000 Excluded: (If need) Concept creation, Campaign management, coding •Excluded VAT 10%.
  • 32. THANK YOU For more information, lls contact our Ms. Nguyen Anh Thuy GOLDSUN FOCUS MEDIA - Publisher Development E: thuy.nguyen@goldsunfocusmedia.com.vn THANK YOU For more information, lls contact our Ms. Nguyen Anh Thuy GOLDSUN FOCUS MEDIA - Publisher Development E: thuy.nguyen@goldsunfocusmedia.com.vn