Keynote - Leadership Perspective: How to Manage Today's ... · have a KITKAT. BUILD FIT-FOR-PURPOSE...
Transcript of Keynote - Leadership Perspective: How to Manage Today's ... · have a KITKAT. BUILD FIT-FOR-PURPOSE...
Keynote - Leadership Perspective: How to Manage Today's Complex Marketing Landscape
David PorterUnilever - VP Media Asia, Africa, Russia
VIETNAM: WORLD CHAMPION OF MOBILE AD GROWTH!
Source: We are social 2017. eMarketer 2018
“MOBILE FIRST”
- GOES BEYOND JUST MOBILE MARKETING
- IMPACTS ALL INDUSTRIES AND BUSINESS MODELS
Consumers
Brands
Mobile
MOBILE: THE ULTIMATE BRIDGE
INFRASTRUCTURE CHANGES EVERYTHING
Indian data use jumped
x9 post-Jio
launch
SIMPLE STEPS FOR WINNING IN MOBILE
Create Demand(Understand audiences,
get content right)
Convert Demand
Creative / Media alignment + data
Measure
DO
Build site awareness site using display & in-app ads
Use data to identify apps
‘Always on’ Search
Use full-screen ad units as part of mix
Sponsor popular content
DON’T
Forget destination pages
Decide to advertise / sponsor a 3rd party application based on downloads.
Send people to destinations you do not directly own, e.g. editorial on a 3rd party vendor site.
Buy media based on your own media habits
Over-expose viewers to any single message
USING THE 6 MODES OF MOBILE USAGE:
Mode Connect Search Entertain Manage Inform Navigate
% of time spent*
38% 16% 15% 10% 9% 5%
Example SocialNetworking
SearchEngines
Games & Videos
Life Organisers
BrandSites
Mobile Maps
BrandInteraction
Stimulate conversation
on Social
Activate mobile search
Create fun,engaging content &
experiences
Build LifeApps around
cooking & family
Build mobile
optimised websites
Use Geo-targeting to
map retailers
Source: Mindshare Mobile Playbook 2017
ARE YOUR ASSETS REALLY MOBILE-READY?
•Made for mobile?
• Early branding?
•All elements visible?
• “Native to mobile” use of people?
• Enjoyable / useful?
•Discoverable, shareable, clickable, shoppable?
Optimise websites for small screens….
…But that is not enough
Not a good experience- user must zoom to read
Content is repurposed for any
screen
OPTIMISE CONTENT FOR SMALL SCREENS
Have a break, have a KITKAT
BUILD FIT-FOR-PURPOSE MOBILE ASSETS
Pre-align creative and media teams to build relevant assets
Understand viewability –optimise, optimise, optimise
Different creative assets for lower-funnel conversion
Pre-test assets on the device
BUILD FIRST-PARTY DATA
500m 100m
Use third-party data to target times & places where
consumers are likely respond
Capture data for retargeting & loyalty-building
RetargetSegment audience
Consumer Journeys
Build First-Party Data
MEASURE, MEASURE, MEASURE!
% Reach
Completed Views
Clicks
Frequency
View Through Rate
Click Through Rate
% Views with Sound
Cost Per Click
Cost Per % Reach Point
Cost Per Completed
View
CPM
Repeat Views
Awareness
Engagement
Conversion
Loyalty
Cost Per Lead / Install
Mobile is more than a marketing tool: it’s a business disruptor
Hyper LOCAL, hyper PERSONAL & hyper RELEVANT
Consumers are influencers, publishers and curators – all enabled by mobile
And Vietnam is at the centre of mobile growth