Post on 20-Feb-2017
The paid owned earned of Mobile Marketing
Dacey Calisura Vietnam Digital Academy
The expansive growth of mobile traffic in the last
18 months has led to some major changes
and opportunities in the mobile marketing space.
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Marketers face the challenge of integrating mobile into their efforts
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Mobile is different
Not standalone
A new layer of complexity
The device is the context
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MOBILEHABITS
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Meanwhile, in China…
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Marketers are struggling…
Objectives5% mobile
spend allocated
Google Consumer Barometer, Vietnam 2015
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Consumer expect more…
Google Consumer Barometer, Vietnam 2015
}Seamless & integrated
To be known as an individual
Relevant and timely
information
LET’S GO BACK TO BASICS
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Digital Marketing Trifecta
EARNED MEDIA
PAID MEDIA
OWNED MEDIA
AdvertisingPay per click Display Ads Retargeting Social ads
Paid content
SharingMentions Shares
Engagemen Reviews
Posts
PropertiesFacebook Page
Website Blog
App/mobile site
Leverage all platforms for a comprehensive digital strategy
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Mobile Marketing Trifecta
EARNED MEDIA
PAID MEDIA
OWNED MEDIA
Advertising
Mobile ads Mobile search
SMS
Properties
Mobile site Mobile apps
Leverage all platforms for a comprehensive digital strategy
SharingInstagram Facebook
Zalo Viber
Snapchat Mobile-led earned media
Owned Mobile Marketing
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A mobile-friendly site is now mandatory
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Owned Mobile Marketing
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Mobile optimised vs. M-site
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The app experience also needs to be seamless
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What makes an app successful?
ObjectivesSolves a problem
ObjectivesBuilt-in vitality
ObjectivesAndroid first ObjectivesTracking Metrics
ObjectivesMarketing plan
Paid Mobile Marketing
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86% on mobile apps
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The importance of context
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Understanding consumer mobile behaviour
Use search enginesUse social networks
Check emailPlay games
Watch online videosPurchase products
Look for product informationLook up maps and direction
Listen to music0 15 30 45 60
4313
236
5428
2359
56
Source: Google Barometer 2015
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Top performing mobile ad types
Source: Appota Q3 2015
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Some trends
Multi-screen / Cross-screen advertising
Responsive/Dynamic ad units
Internet of Things
Earned Mobile Marketing
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An example… in failure
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What went wrong?
Poor marketing / acquisition plan
Limited maintenance budget
No social integration
Not unique
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The Holy Trinity of Mobile MarketingEarned media / PR / Reviews
Social integrationSEO / Ads / Localization
GREAT PRODUCT
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Lessons learnedEarned media / PR / Reviews
Social integrationSEO / Ads / Localization
GREAT PRODUCT
Influencer feedback, build reviews
Back-linking of contentIn-built social sharing &
utilising the social graph
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Successful earned media: Flappy bird
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Successful earned media: Tinder
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Key outtakes
EARNED MEDIA
PAID MEDIA
OWNED MEDIA
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Key outtakes
EARNED MEDIA
PAID MEDIAOWNED
MEDIA
Mobile-friendly UX
Context Relevance
Reviews SEO
Social integration
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Final thought