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: [email protected] 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
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