Mobile Marketing Beyond SMS
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This document discusses mobile advertising in Vietnam. It outlines the key players in the mobile advertising ecosystem, including carriers, aggregators, developers, manufacturers, publishers, and advertising networks. It then describes several types of mobile advertising services available in Vietnam, focusing on SMS, MMS, mobile sites, and mobile applications. The document also provides examples of SMS marketing campaigns and discusses emerging formats like mobile display advertising, QR codes, Bluetooth, and mobile application downloads.
Mobile Marketing Beyond SMS
- 1. Mobile Advertising in Vietnam: Beyond SMS mindset Minh Nguyen Digital Strategist - AKA Digital
- 2. Outline Mobile advertising ecosystem Key mobile advertising services Mobile Display Advertising Best practices from other markets
- 3. The Mobile Ecosystem Carriers / Operators / Telco Aggregators Developers Handset manufactures Publishers Advertising networks Industry bodies
- 8. Aggregators What they do Collate content to re-sell e.g. ringtones, wallpapers, games, SMS competitions Example companies VMG VASC M-Box VTC Etc.
- 9. Agencies What they do Create mobile web sites & campaigns Deal with brands and advertisers (their clients) Sometimes work with mobile development company to implement Example companies Group M JWT AKA Digital
- 10. The Publishers What they do Create and publish content (news, weather & sport information) Example companies vnExpress Mobile Dantri Mobile Yahoo! Mobile Tuoitre Mobile
- 11. Mobile Advertising Networks What they do Create ads Serve ads into mobile websites & applications Example companies BuzzCity Adsmobi AdMob Navteq
- 12. What makes Mobile Advertising so enticing? POTENTIAL PERSONALISATION Mass advertising, high reach Traditional Advertising Lacks customisation - Zero interactivity One-to-one advertising Different design to different audiences On-line Advertising Interactive advertising Location based, highly targeted Mobile Highly Interactive, viral , extremely Advertising personal & omnipresent +
- 13. 3. Key Mobile Advertising Services 13
- 14. In Vietnam, it boils down to only 4 options? SMS MMS Mobile Site Mobile application Really? Mobile TV ? QR Code? Bluetooth?
- 15. SMS Marketing Types 1. Interactive response to short code integrated in an advertisement 2. Database Marketing 3. Branded ID and Footer advertising 4. SMS “push” based advertising 5. Voting or Polling
- 16. SMS Marketing Services Online SMS Marketing Tool Online SMS Competition Engine SMS Blast Helpline, Quizzes, Feedback, Campaigns CRM Comps Surveys TextBlaste TextWinner r Customer Quick Send Raffle Voting, Push Alerts SMS Promos Polls Platform features Profiled Targeting | High Speed Transmission | Personalised SMS Real Time Delivery Status | Scheduled Delivery | Mobile Number Validity 2010 PromoTexter. All rights
- 17. Case Study: Sony Pictures – ‘Pursuit of Happiness’ SMS Promo The campaign was promoted across print, television, Café Coffee Day outlets. Users had to SMS ‘POH’ to 8243 & answer a simple question. On answering he could either win an SMS discount coupon of 15% on the purchase of the POH DVD & be eligible to win a FREE DVD. The SMS coupon could be redeemed at any music or video store. The activity increased the footfalls to the stores. Campaign by Yahoo
- 18. CADBURY “PAPPU PASS HO GAYA” campaign was run by Cadbury India with Amitabh Bachchan to test their brand recall. The campaign was supported by an SMS contest to conduct a wireless survey and gauge market acceptability of the new campaign launched for CDM . The viewer had to SMS “PAPU” to 4646 and get a question in return which revolved around the campaign. This initiative was a huge success which actually helped Cadbury to measure the Ad recall. Campaign by Hungama
- 19. Mobile Web – A Must-have
- 20. Mobile Web – A Must-have
- 22. Mobile Ads Inventory is HIGH! Source: Admob May 2010
- 23. Campaign Mechanics GET MOBILE PRESENCE • 1 custom build landing page • Banner creatives • 1 feature (click to call, click to mail, Display Banner click to sms) on mobile web • Mobile promo campaign to attract ‘action’ users MOBILE MEDIA REACH (ONLY POTENTIAL CUSTOMERS WITH CERTAIN SMARTPHONES CAN SEE THIS CAMPAIGM!!!) • 1.5 million mobile impressions (eg) • Any time frame within 1 or 2 months WAP site With detailed info GET POST CAMPAIGN ANALYSIS • Data reports and analysis • Database on ‘action’ users
- 24. Mobile QR Codes Integrate a QR Code in traditional and online advertising: on a billboard in a magazine on a website at Point of Sale in direct marketing materials Customers scan and click through to your mobile site SMS back-up is essential Since July 08 Telstra reported 42.5k Code Scans 1.2M+ handsets now capable of scanning mobile codes. 25% of Telstra’s Next G handsets
- 25. Where can a QR Code go? • Takashi Murakami & Louis Vuitton “designer QR” • Jacket Patches • Tattoos • Business Cards • Invitations • Posters • T-Shirts
- 26. Bluetooth Location specific Events Festivals Contained area such as an office building, university campus etc Customers with bluetooth enabled receive alert Choose whether or not to receive the content
- 27. Mobile Application Downloads Promote in an app store iPhone app store Other app stores are growing market Send an SMS with a link to download Send to a mobile site where they can download Pre-installed onto a phone Carriers Handset manufacturers Strong brands only
- 28. App stores - the iPhone and others iPhone Australian app store launched July 08 500 – 750k Australian users Android (Google) Australian app store launched March 09 2.3k applications No. 4 Handset in U.S. in March (after iPhone, Blackberry) Blackberry Launched App store April 09 (not in Aus yet) Nokia (Ovi store) Australian app store launched Predicted 20k applications on launch
- 29. In-Games Mobiles Advertising to build brand equity
- 30. € NAVTEQ Introduces LocationPoint™ Advertising NAVTEQ LocationPoint™ Advertising is a new form of communication that provides advertising to consumers based on their locations.
- 31. LPA on Ovi Maps by Nokia Navteq • Top banner position in • Following Nokia’s ‘free ‘Weather’, ‘Events’, ‘Michelin and forever’ navigation Guide’ and ‘Lonely Planet’ sections. More to follow • Advertise alongside • 100,000 downloads a day since highly valued location launch week. 72 countries specific info available • Click to: call, map, route, web, • Available on more than coupon 20 Nokia GPS enabled devices* • NAVTEQ LocationPoint™ Technology *Nokia models enabled: 2710, 5230, 5235, 5800 Navigation, 5800 XpressMusic, 6710, 31 6720, 6730, 6760, C5, E52, E55, E66, E71, E72, N86, N97, N97 Gold, N97 mini, X6
- 32. Traditional Advertising Integrate mobile destination (URL) in traditional advertising Advertise the mobile URL On a billboard In a magazine On the side of a tram In a press ad Include SMS shortcode as alternative to URL