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Best Practices in Mobile Advertising: go 360
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Best Practices in
Mobile Marketing
Herwinto Ch. Sutantyo Head of M-Advertising XL Axiata
Twitter: @gfunkerwin
What is Mobile Marketing? And why Mobile Advertising?
Which is Mobile Marketing?
What is Mobile Marketing? And why Mobile Advertising?
Which is Mobile Marketing?
The Role of XL Axiata and in Mobile Advertising
CONNECTING WORLD’S BEST BRANDS &
ADVERTISERS TO “MNO (MOBILE NETWORK
OPERATOR)” SUBSCRIBERS SEAMLESSLY
Others..
What it should be Mobile as catalyst for advertising & marketing activities.
Reach
Engagement
Consumption
Loyalty 360˚ MOBILE ADS
What it should be Mobile as catalyst for advertising & marketing activities.
Reach Reach has not been Mobile Advertising strong suit despite its coverage and personalization, ultimately the cost hinders many to use it effectively.
To reach 230million Indonesian x SMS Cost* =
IDR 46billion/broadcast *) Assumption cost is IDR 200/SMS
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NATIONAL WIDE COVERAGE
230 Million SUBSCRIBERS
COMBINED TOP 3 GSM TELCO
*based on 2012 Annual Report
What it should be Mobile as catalyst for advertising & marketing activities.
Children 5 – 12
Teenagers 13-19
Youth & Young
Executive 20-25
Wife of household
25-30
More Mature Woman
30+
915.646 10.596.701 17.634.062 4.376.713 4.630.036
TOTAL AUDIENCE 38.153.158
3 GSM MNO REACH IN MAJOR INDONESIAN CITIES* Now you can shop and pay while in a bus on the way home
*) Jabodetabek, Bandung, Yogyakarta, Semarang, Malang, Surabaya, Bali, Medan, Padang, Pakanbaru, Lampung, Ujung Pandang, Manado, Palangkaraya, Banjarmasin, Aceh, Kendari
What it should be Mobile as catalyst for advertising & marketing activities.
AGE GROUP
MOST SUBSCRIBERS
Youth 20-25 years old
Teenagers
12-19
Kids 5-12
Youth
20-25
Wife of households
26-30
More mature woman
>30
What it should be Mobile as catalyst for advertising & marketing activities.
ARPU GROUP
TOP ARPU 0-100.000 0-50.000
46,558,966
> 100.000 4,364,165
50.001-
100.000 11,198,399
What it should be Mobile as catalyst for advertising & marketing activities.
Engagement
The real power of Mobile Advertising lies in its ability to engage consumer personally. Taking this function with great creativity could boost the whole advertising campaign.
To: 2000 KPU_update info
JKN
Interactive SMS Ads Mobile Coupon
To: 2000 KPU_update info
JKN http://m.freeburger.com/
What it should be Mobile as catalyst for advertising & marketing activities.
Consumption
This was none existence until now. With Mobile Banking, Mobile Wallet, Mobile Credit Card and today new services emerging as end-to-end Mobile Commerce, consumption through mobile is immediate.
Integrated Mobile Commerce Now you can shop and pay while in a bus on the way home
What it should be Mobile as catalyst for advertising & marketing activities.
Loyalty
Loyalty gave birth to Mobile Advertising.
This is the most used function of mobile advertising by many sectors especially in Banking & FMCG.
Ikuti Contrexyn Bunda PEDE. Ketik CBP (spasi)
Nama(spasi)noHP(spasi) Nama toko beli Contrexyn. Kirim ke 2000. Gratis 3000
pengirim pertama dapat pulsa 5000.
What it should be Mobile as catalyst for advertising & marketing activities.
Mobile Loyalty Multi Devices, Multi OS, run on basic and advance network.
Affordable and customizable.
Mobile Marketing Framework The Better Version
MOBILE AUDIENCE
BRANDS OWNER
Others..
PUBLISHERS & TELCO
TELCO X
XL AXIATA
PUBLISHER Y
MOB ADS PLATFORM
Engagement & Creative Ideation
Audience Profiling
Loyalty & Reward Scheme
Consumption Fulfillment
Mobile Marketing Framework
Retaining Consumer Behaviours
Can define future sales strategy
Managing consumer expectations
Etc.
Profiling Data
Increase Revenue
Increase Consumptions
Increase Production
Better Distribution
Etc.
Up Selling Brand
Loyalty program
Consumer Appreciation
Community Building
Membership Program
Strengthen Brand Loyalty
Capability to define dynamic campaign interactive scenario for Brand customer
Better deliver for the right offer to the right consumer.
Brand Engagement
Tools:
LBA
Broadcast Blast
Off-Deck
Promotion Ads
Banner Ads
TV Ads
Brand Awareness
Mobile Marketing Framework
Mobile Marketing Framework : Case Study
Target Audience Gender Female Age Group 25 – 35 ARPU (SES) All
Location Nationwide Handset All
To: 2000 KPU_update info
JKN
Pop Mie 3 TELCO
SMS & UMB
Campaign Pop Mie Get Lucky February 2013 Result - 1, 6 Mio
Registered Profiles
- Over 4Mio Redemption
- Sales increase 50%
Mobile Marketing Framework : Case Study
BRAND CONSUMER INTERACTION
Interactive Mobile Campaign
DB Analytical Profile
Sample Data Analytical Profile
Data Mining Key advantage in Mobile Engagement Campaign
Mobile Marketing Framework : Case Study
Reward campaign
Pesta Hadiah Unilever
Interactive Campaign
Kumpulkan Point Unilever
Blast Campaign
Blast Ades -> 300 Rupiah SMS
Redeem Campaign
Ades -> 300 rupiah USSD Web
Blast Campaign
Blast 1 Giga Free MMS
Redeem Campaign
1 Giga Free USSD Web
Blast Campaign
Blast Pepsodent -> 100 Point SMS
Redeem campaign
100 point -> Pepsodent& Molto USSD Web
"Hi xxx, Anda berhak mendapatkan 1
buah Ades dengan harga 300 rupiah
dengan menujukan "kupon" ini ke
7Eleven"
"Hi xxx, Anda mendapat bonus paket
data 1 Gigabyte yang dapat Anda
pakai pada malam ini
"Hi xxx, Anda diskon 30%
untuk product Pepsodent &
Molto dengan menukarkan 50
point di semua Alfamart
(untuk 500 org pertama )”
Cross Selling in Mobile Campaign is easily implemented
• MALE, Football Lover • Basic and Feature phone • Jakarta, Bandung, Makassar, Bali, Surabaya • ARPU <500.000 • 18-35 yo
Incoming Call
6000
End Answer
Invite Through mobile
We give the a really personal message
An invitation by
phone call & SMS
from their local
soccer champion
2 1
SENDER AIB
Ayo Indonesia Bisa.
Dukung atlet jagoan
mu dg cara lbh
nyata. Tunggu
kejutan dari mereka
hanya khusus di HP
kamu!
SENDER AIB
Terimakasih atas
dukungan kamu.
Ayo dukung jagoan
kamu terus.
Ayo Indonesia Bisa!
SENDER AIB
Sudah di telepon
oleh jagoanmu?
Dukung mereka dg
ketik
NAMA_NOHP_ALA
MAT_KODEUNIK (di
kemasan CLEAR) ke
2000. GRATIS!
3
Period Maret-April 2013
RESULTS Push Call : 200 K user , 11 % user response Interactive SMS : 500 redemption Interstitial Banner : 41,257 Clicks
Mobile Marketing Framework : Case Study
Clear AIB PUSH CALL & INTERACTIVE SMS
Football Lover
Users who come to GBK every
Weekend
Users who attend MU vs INA national team match
Users who access
football website
Incoming Call
6000
Mobile Marketing Framework : Case Study
Clear AIB PUSH CALL & INTERACTIVE SMS
Campaign Objectives
Increasing sales by giving
digital reward : Agnes
Monica newest single
Result
SALES INCREASE 40%
Gratis download lagu
terbaru Agnes Monica,
dapatkan sekarang
dengan membeli
produk Kapal Api di
HPM KARAWACI S&K
berlaku
Key Success:
• Location selection
• Artist Fans attraction
XL Target Delivered Delivery rate %
SMS Profile 109,358 92,156 84%
SMS LBA 408,868 225,471 55%
Mobile Marketing Framework : Case Study
Kapal Api LBA & Interactive SMS using Unique Code inside Kapal Api
360˚ Mobile Marketing & Advertising
Brochure
Billboard
TV
Voice
Web
SMS
Social Communitie
s
Printed on product
Application
USSD
MMS
Social Communities
Web
USSD
MMS
Voice
SMS
360⁰ ADS/
PLATFORM
Mobile Marketing 24H Engagements
06:00
Wake-up
20011231
USSD typing
QR Code –
reader
Get 1 Point
07:00
Shower
20011231
USSD typing
QR Code –
reader
Get 1 Point
Ads
Wallet
Unilever poin : 20 Indofood poin : 2 Map poin : 0 Bluebird poin : 0
08:00
Breakfast MOBILE MARKETING
24 hours BRAND ENGAGEMENTS
TOUCHING EVERYDAY ACTIVITIES
Mobile Marketing Engagements: Simplicity
Additional Opt-In via
IVR
1. Age
2. Location
3. MSISDN
4. Etc.
Mobile Marketing Framework
Do
• Rewards should be tempting and relevant to content.
• Cross-Industry rewards/gifts work better. Telco <> FMCG, FMCG<>Music
• Clear & Simple Mechanics for Interactive. 3 Clicks Rules apply
• Monitor & Optimize Campaign at all times, make alteration to materials, targeting & time of delivery when possible.
• Use either Provocative or Meaningful and Personal communication message
• Use timing to your advantage, be relevant
Don’t
• Direct Sell
• Complicated Customer Journey: Go to X location to get gift after sharing to FB
• Confuse the Message, stick to 140 chars (allow +20 chars for instructions)
• Abuse the Channel. Spamming can backfire
• Benchmark with other media, Mix the media to your mobile advantage.
Mobile Marketing Summary
Reach
Engagement
Consumption
Loyalty 360˚ MOBILE ADS
• Use 360 approach in Mobile Marketing and Mobile Advertising in particular
• Try to mix between media channels with interactive and engagement tools in Mobile
• Keep Mobile Marketing campaign simple, contextual, meaningful with good customer journey
• Provide direct reward/gift should the campaign require it.
• Take the advantage of Data Mining capabilities in Mobile Marketing
• Utilize wide range of Mobile tools to increase engagement and persuasion, not reach.
• Focus on great Story Telling not Selling.