Post on 16-Aug-2015
Igniting Brand Engagement Through Mobile Content
Maya Hari, Director Content, Services - Samsung Asia Abel Sim, Head of Strategy - GYRO
Mobile Content Marketing
is all about UNDERSTANDING who is INVOLVED in the
PURCHASE decision PROCESS and what information they
NEED to make an INFORMED DECISION.
We help your prospects
buy from you.
Who, What, When, Where and Why Role and
Responsibility Audience segmentation
What is the key value offering?
What are the triggers and effective incentives
How can we ensure they are aware
of what they will gain
What is a conversion
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EMOTIONAL + RATIONAL INSIGHTS ALONG THE JOURNEY
WHERE AND WHEN
Nurture programs tailored to each buyer’s unique needs with synchronized touch points
WHAT AND HOW
Personas provide key input into experience planning models
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KEY CONSIDERATIONS: MOBILE CONTENT PILLARS
BAD CONTENT +
GOOD DESIGN +
GOOD MARKETING
GOOD CONTENT +
BAD DESIGN +
GOOD MARKETING
BAD CONTENT +
BAD DESIGN +
GOOD MARKETING
No Loyalty No Connection No. Never.
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MOBILE CONTENT FORMULA
REVENUE
DESIGN UX
JOURNEY INTENT
CONTENT STICKINESS ENGAGEMENT TARGETED CONTEXTUAL PERSONALISED
MARKETING CLICK SHARE REDEEM PLAY
JOURNEY
CHANNEL DEVICE APP
MOBILE SITE SOCIAL
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Demographic Location Day-part
Usage Launch/Load
Page Views Session Length Category Content Format
Active Users
Action Taken Deal/Reward Like/Share/Comment
The New Girl
Skeptical User
One Hit Wonder
Ready to Convert
Mobile Lifer
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Where: Plan for the context (Table, Toilet, Travel)
When: Plan for the glance (Call to action, Short‘N Snappy)
Action: Reason to click (Value validates the action/interruption)
Customize: Feeling Special (Shareable, Attention Grabbing)
Noise: Learned Behavior (Make us intuitive)
Rewards: Serendipity (Right Deal, Right Time, Right Place)
MOBILE CONTENT RULES
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GALAXY LIFE FEATURES
Engaging and useful editorial content, plus contextual deals and rewards
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curation
Listen to consumers
• Share opinions • Create content • Dialogue not monologue
Listen to consumers
A life more rewarding
* For internal use only. Do not distribute.
• Market leader in the TV, smartphones and tablets space
• Deliver rich content and services through partnership
• Engage consumers through
data-driven insights
Connecting with our customers