Mobile marketing
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Presented by Jessica Phan - Vietnam Mobile Marketing This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events please visit VietnamBusiness.TV
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Mobile marketing
- 1. 7 May, 2014 1 Mobile Marketing Presented by: Visit VietnamBusiness.TV for business videos, news & research
- 2. This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events Please visit VietnamBusiness.TV
- 3. 3 • Audience Insights - Vietnam's Mobile Internet Consumers • Case Studies Today Agenda Visit VietnamBusiness.TV for business videos, news & research
- 4. 4 VIETNAM SNAPSHOT Source: Social, Digital and Mobile, APAC. We are Social, Jan 2014 How many percent of internet penetration in Vietnam? How many mobile subscribers do VN telcos have? Visit VietnamBusiness.TV for business videos, news & research
- 5. How do you typically go online/surf the web? 5% 25% 45% 25% Mostly via a desktop/laptop Evenly split between mobile and desktop/laptop Mostly via mobile phone Only via mobile phone 0% 10% 20% 30% 40% 50% Source: Decision Fuel and InMobi research; sample n = 1,183 70% OF VIETNAMESE SEE MOBILE AS MAIN OR EXCLUSIVE WAY TO GET ONLINE 5 Visit VietnamBusiness.TV for business videos, news & research
- 6. 95 35% 68 25% 47 18% 34 13% 25 9% 35% 25% 18% 13% 9% Using Mobile (excluding SMS/Calls) Watching TV Online via desktop/laptop Reading Newspapers/Magazines Listening to Radio Yesterday, how much time did you spend on the following activities? Minutes Spent % of Time For mobile web users in Vietnam, mobile usage has surpassed TV, traditional online and news/magazines in terms of time spent Source: Decision Fuel and InMobi research; sample n = 1,183 INMOBI RESEARCH: VIETNAM USERS SPEND 95 MIN/DAY ON MOBILE 4.5 Hrs Visit VietnamBusiness.TV for business videos, news & research
- 7. Yesterday, how much time did you spend on your mobile doing the following: Entertainment and Social Media are dominant activity, followed by games and e-mail Source: Decision Fuel and InMobi research; sample n = 1,183 WHAT CONTENT ARE THEY CONSUMING? Social Media (e.g. Facebook, Twitter, etc.) Entertainment (Music, Videos, etc.) Shopping Play Games General Info (Search, Sports, News, etc.)E-mail Local Search 23% 19% 6%15% 16% 14% 7% Visit VietnamBusiness.TV for business videos, news & research
- 8. 5% 6% 11% 33% 39% 49% 58% 0% 10% 20% 30% 40% 50% 60% Source: Decision Fuel and InMobi research; sample n = 1,062 Which two forms of media most impact your purchasing decisions? 2% 17% 33% 42%31%22% 53% Mobile is most impactful at influencing purchase decisions, followed by TV MOBILE HAS HIGHEST INFLUENCE ON PURCHASE DECISIONS 8 Visit VietnamBusiness.TV for business videos, news & research
- 9. • Mobile has 100% market penetration and there are multiple opportunities to build awareness and engagement through mobile marketing • Consumers spend more time using mobile than any other medium and they use it for multiple purposes including local search, entertainment and accessing social media • Entertainment on mobile devices is the best way to engage consumers 9 CONCLUSION Visit VietnamBusiness.TV for business videos, news & research
- 10. Mobile is becoming the most important medium Every other medium is feeding off it 10 Visit VietnamBusiness.TV for business videos, news & research
- 11. CASE STUDIES 11 Visit VietnamBusiness.TV for business videos, news & research
- 12. • Brief: CloseUp organize an event in Valentine and they want to recruit user to participate the event. Our idea was to launch HTML 5 banner in an engaging manner that would involve user interaction • Solution: User interact on rich media HTML 5 banner which allow them to control an icon –is a heart, moving on the road, at the end of road, the new banner displayed to show them how to register into the event. • Results: Delivered a total of 157K clicks with 2.97% CTR in last 2 weeks. • CDN Link : http://cdn.vserv.mobi/page/437294 CloseUp 12 Visit VietnamBusiness.TV for business videos, news & research
- 13. Sunsilk Black • Brief: Create awareness and engagement for launch of new Sunsilk Black shampoo • Solution: VSERV ran an expandable Rich-Media video campaign across In-App and WAP inventory targeting all smartphones to get maximum reach • Results: Total of 10,906,810 impressions were generated and 136,335 clicks were delivered with an exceptional CTR of 1.25%. • CDN Link : http://cdn.vserv.mobi/page/230114 13 Visit VietnamBusiness.TV for business videos, news & research
- 14. 3 Take Aways Maximize Mobile, go beyond the convention Impactful ideas, Impactful formats Integral part of Marketing Mix 14 Visit VietnamBusiness.TV for business videos, news & research
- 15. 15 As the premier global trade association dedicated to accelerating the transformation and innovation of marketing through mobile, the MMA represents the entire marketing ecosystem and brings together over 700 organizations globally, allowing us to facilitate connections, deliver insight and drive impactful action for our members and the industry at large For more information about membership email: membership@mmaglobal.com or visit http://www.mmaglobal.com/member-center/benefits INSIGHTS: Access a world of insights through our white papers, articles and case studies. Support your mobile agenda and ensure mobile readiness CONNECTIONS: Interact with passionate leaders and stay on the cutting edge. Boost your business and career by connecting with the people that matter IMPACT: Influence industry frameworks, standards, guidelines and best practices. Join the industry initiatives that shape the future of mobile About the MMA Visit VietnamBusiness.TV for business videos, news & research
- 16. Contact Mobile Marketing Association Tam Phan Bich Email: tam.phanbich@mmaglobal.com 16 Visit VietnamBusiness.TV for business videos, news & research
- 17. Thank You ADDITIONAL RESOURCES • Learn more about MMA Global http://www.mmaglobal.com/ Sign up for the MMA SmartBrief: www.smartbrief.com/m ma Search for partners or get listed at the Mobile Marketing Industry Directory: www.mobilemarketingindustrydirectory.co m 17 • Learn more about MMA Vietnam http://www.mmaglobal.com/vietnam/ Visit VietnamBusiness.TV for business videos, news & research
- 18. This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events Please visit VietnamBusiness.TV
Hinweis der Redaktion
- Introduction: Thank you for your nice introduction, Chris. We all know that mobile is central to people’s lives and that the changing mobile landscape means that people are increasingly connected through a raft of mobile devices and solutions. Understanding the future of your mobile audience is the key to your success. Today we together understand mobile audience through these numbers.
- Slide 1: In Jan, total population in VN is 92 millions of people but we have 134 millions of mobile subcribers, it not only means all people have their own mobile, but also they own almost 1.5 mobile devices, they are ready to connect in flat world.
- Slide 2: According to Inmobi research which not for any specific target audience, which for all general audience, We have 25% of mobile users go online via only their phone, 45% mostly via mobile devices so we have 70% of Vietnames users see mobile as main or exclusive way to get online meanwhile 25% surfs on desktop/ laptop. By occasion, mobile brings a new way for brands to engage with their customers.
- Slide 3: Also based on Inmobi research, we found out Vietnamese users spend 95 minutes to use mobile (not including SMS/ Call), occupied 35% of total time spending on followinfg activities while users only watch TV for 68 munites a day. Mobile usage has surpassed TV, traditional online and news/magazines in terms of time spent.
- Slide 4: And with 95 minutes surfing on their phone, they often spend 23% of time for entertainement, 19% for social media and 16% to play games. It brings a hint to all marketers how to get high interaction with mobile audience, if we create some fun, entertaining things, mobile audiences are happy to stay with us. Besides that, social media is also another tips for us to get involvement of customer. This numbers also expain why 49-50% revenue of Facebook comes from mobile.
- Slide 5: With above number, mobile becomes highest influence on purchase decisions with 53% and followed by TV with 42%. Very good number for all marketers to believe their customers are ready for mobile and mobile becomes indispensible part of mtkg mix.
- Slide 6:
- Introduce Vserv Vserv is one of the biggest mobile solution providers who brings a lot of values to brands while helping them get closer to their customers via mobile and how they do this in Vietnam. Right now, I would like to introduce my partner, Duy Nguyen, rep of Vserv in Vietnam, who is going to showcase mobile experience.