Learn How Mobile Marketing Can Work For You
description
Transcript of Learn How Mobile Marketing Can Work For You
A Practical Guide: Making Mobile Work For You
Mobile Festival 2013
Manila, Philippines
Sharing from a 10-‐‑year journey of Mobile Marketing
learning and application in China
What have been the perennial challenges for Mobile in
brand building?
Key Challenges for Brand Builders
1. Relevance o What role can/should Mobile play in brand building?
2. Measurability o How do we measure Mobile’s effectiveness and ROI?
3. Scalability o How do we ‘operationalize’ Mobile as part of the marketing communications mix?
Our learnings
Recognize the limitations but
build on the strengths of Mobile Mobile may not be an effective reach builder but can build consumer knowledge, support your main media
and drive engagement, conversion
A media ethnographic study using IVR* Mobile surveys capturing the insights of beauty-involved women (aged 35-44)
Determined which communication vehicles are most effective, in connecting with the consumer : Consumer ‘when-and-where receptivity’ to brand messages and channels
Scope: 2,300 respondents in Beijing and Shanghai
*Interactive Voice Response
Builds Consumer Knowledge (2006)
Sample Findings:
• Location: 47% at home; 32% in office; 13% in street
• 57% exposed to skincare/cosmetic ads the past hour; 20% exposed the past 5 minutes
• TV, Print are top media for skincare/cosmetic brand communication
• 76% ‘liked very much’ TV as a channel; 83% liked magazines
• Category recall: Prestige-35%; masstige-18%; mass-21%
• SKII and Olay topped in brand recall
Builds Consumer Knowledge (2006)
As a support medium, Mobile can • Interact : creating more affinity for the brand • Influence : leading to a call to action and participation • Inform : providing key brand messages
Supports Primary Media (2002-‐‑2008)
Drives Engagement and Conversion (2007)
Mobile can • Build communities, enabling consumer dialogue • Drive brand trial and purchase (m-Commerce)
Insufficient planning and effectiveness measurement and data still limited Mobile’s role
Were we maximizing the potential of Mobile, especially in the context of its deep and wide user penetration?
Invest in data to measure the effectiveness and explore the broader applicability of Mobile
“The price of light is less than the cost of darkness.” Arthur C. Nielsen
We invested in systems and data that enable us to measure Mobile engagement
Eye Tracker®
Advantages of Third Party Panel�Measuring Mobile Ad Engagement via Eye Tracker®
• Tracks Mobile banner ad impact based on user’s vision focus heat map • Measures exposure and engagement based on 3 metrics:
1. Visible: Ads are at the edge of user’s central vision area 2. Scan: Ads go into consumer’s central vision area 3. Notice: Ads go to consumer’s central vision area and stay for processing (more than 5x eye fixation)
Visible Scan
Notice
Fixation Duration 0.15s
PC Banner Ads
0.89s
Smartphone APP Ads
81%
70%
44%
vs. �
Note: Smartphone APP ads include: pre-rolls, pop-ups and and banner ads
Users are more attentive to Mobile ads vs. PC ads
Measuring Mobile Ad Engagement via Eye Tracker®
Mobile Ad Index Surveys
Measuring key brand metrics via Mobile users
Methodology: ‘Pop-up’ survey
CONTROL GROUP (n=300)
Control Cell fielded one to two weeks prior to campaign launch. Banner invite included on mobile page inviting respondents to participate in a survey
EXPOSED GROUP (n=300)
Test Cell collected during campaign. Banner invite residing in same area as mobile ad invites respondents to participate in survey
More favorable brand metrics via Mobile
MOBILE ONLINE Aided Brand Awareness
Brand Favorability
Purchase Intent
+4.9
+15.6
+10.3
Ad Awareness
Message Association
+2.2
+4.3
+2.2
+3.3
+4.0
+1.4
+1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q4/2012, N=2,012 campaigns, n=2,324,781 respondents; Dynamic Logic’s AdIndex for Mobile Norms through Q4/2012; Overall Mobile N=320, campaigns, n=221,548 respondents Delta (Δ)=Exposed-Control
Measuring key Brand metrics via Mobile users
These systems enable Brands to develop more effective Mobile advertising messages that can
engage the consumer beeer
However, with the rapidly evolved, expansive role of Mobile, we had to expand our capabilities beyond
measuring engagement
The explosion of Mobile video viewing (300 million daily mobile viewers in Youku*) made it imperative to develop/
deploy our Mobile audience measurement system
*Youku is China’s leading on-line video portal
Leverage expert resources and build collaborations
to scale up and operationalize Mobile
Our vision is to develop internet and mobile audience measurement systems and common currencies (GRPs, R/F) that can be used in ultimately planning across multiple screens
We first developed/deployed China’s first internet audience measurement (i-‐‑GRPs, R/F) and planning/optimization system
In collaboration with our systems partner and key advertisers, we have now deployed an internet audience measurement (GRPs, R/F) and real-‐‑time on-‐‑line campaign planning/optimization system
China’s first internet advertising audience measurement and planning system
AUDIENCE MEASUREMENT: Matches real-time user on-line behavior with on-line user panels to generate iGRPs and R/F audience measurement
China’s first internet advertising audience measurement, tracking, planning system
iGRPs and R/F POST-BUY DELIVERY TRACKING : Tracks brand campaign iGRPs and R/F deliveries vs. plan, enabling on-line plan verification
PLAN MANAGEMENT: Real-time campaign GRPs, R/Fdeliveries tracking and access via customized dashboard enables prompt decision making and agile campaign plan adjustment
PLANNING/OPTIMIZATION: Access to real-time audience behavior (iGRPs, R/F) enables best-ROI based planning
BIG DATA: Our database of 4,000 campaigns, from 200 global/local brands across 400+ publishers, 2,000+ channels, 6,000+ positions and 900 Billion+ impressions empowers us to provide robust planning information
China’s first internet advertising audience measurement, tracking, planning system
With the capability to generate i-‐‑GRPs and R/F, we can now plan for combined effective R/F across multiple screens: TV, Out-‐‑of-‐‑Home and On-‐‑line
MULTIPLE MEDIA R/F ESTIMATOR: Multi-basing methodology enables the calculation of combined reach/frequency across TV, OOH and now, on-line media channels
PLANNING/OPTIMIZATION: Access to real-time audience behavior enables best-ROI based planning - - recommending the best combination across multiple media that will deliver the best reach at least cost
A cross-‐‑media planning tool that optimizes R/F in delivering the best ROI
On-line significantly improves on TV Reach
The next stage is to develop Mobile audience measurement (m-‐‑GRPs, R/F), tracking and
planning/optimization capabilities
Enables us to measure the reach of Mobile and integrate it in our overall multi-media (screen) planning
Developing Mobile audience measurement and planning currencies (GRPs, R/F)
Enables us to scale up Mobile advertising since we now have common audience measurement currencies (GRPs, R/F) and ROI metrics (CPRPs) across media
Our key challenge is the lack of a universal, single Mobile user panel:
• In China, the state-owned telecoms do not allow access to their panels
• Mobile Apps developers and content platforms/publishers measure their own separate panels
We will reapply the same principles/parameters deployed in our on-line GRPs and R/F measurement and planning system
Developing Mobile audience measurement and planning currencies (GRPs, R/F)
Developing Mobile audience measurement and planning currencies (GRPs, R/F)
There is an opportunity in the Philippines to deploy ahead of China A partner telecom provider can create a universal panel
A consortium of key brands can then fund and activate the Mobile user panel and audience measurement, tracking and planning system
Key takeaways
1. Learn the relevance/role of Mobile
2. Understand how to measure Mobile
3. Build operational systems (data/planning) through collaborations