7 May, 2014

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

• Audience Insights - Vietnam's Mobile Internet Consumers

• Case Studies

Today Agenda

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?

How do you typically go online/surf the web?

5%

25%

45%

25%

Mostly via a desktop/laptop

Evenly split between mobileand desktop/laptop

Mostly via mobile phone

Only via mobile phone

0% 10% 20% 30% 40% 50%

70% OF VIETNAMESE SEE MOBILE AS MAIN OR EXCLUSIVE WAY TO GET ONLINE

95 35%

68 25%

47 18%

34 13%

25 9%

35%

25%

18%

13%

9% Using Mobile (excludingSMS/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

INMOBI RESEARCH: VIETNAM USERS SPEND 95 MIN/DAY ON MOBILE

4.5 Hrs

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

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%

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

• 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

CONCLUSION

Mobile is becoming the most important medium

Every other medium is feeding off it

CASE

STUDIES

• 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

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

3 Take Aways

Maximize Mobile, go beyond the convention

Impactful ideas, Impactful formats

Integral part of Marketing Mix

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

Contact

Mobile Marketing Association

Tam Phan Bich Email: tam.phanbich@mmaglobal.com

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

• Learn more about MMA Vietnam

http://www.mmaglobal.com/vietnam/

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