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This deck (along with a short video) was shared at ad:tech China 2014, on 26th June in Shanghai. Below is the excerpts: The current Chinese generation is mobile more than any other. Their social, search, video, shopping, photography, sharing – all habits are mobilized today – anytime, anywhere, everywhere – in bed too. We are an amazing bunch of multi-taskers. Most people admit to checking their phones or tablets while doing other things- at a meal with someone else, while driving, while watching TV, in meetings, and even on the toilet. A study I read said – we check our Mobile devices every 6 minutes and on an average 150 times a day. Because of the lack of attention spans, people are demanding a different type of relationship, one where they are in the driver’s seat and determine the level of access and type of interactions. Our consumers expect more from marketers. Interactions need to move from campaign focused to consumer focused. Interactions need to be a ‘KISS’ – Keep it short and simple. Innovations need to be meaningful or useful. They expect us to “know me”, “find me”, “woo me” and “surprise me”. This session will discover and explore: - The relationship Chinese generation have with their mobile devices - What is the art of courtship and how can it be used by brands and marketers to woo and win the Chinese mobile generation – Bringing art of courtship into art of mobile marketing - Recommended mobile tools and technologies - Predict the future – How courtship is evolving and implications for mobile marketers and agencies
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Nishtha Mehtaad:tech Shanghai, June 26 2014
Nishtha MehtaConsulting Partner
For: ad:tech China. June 26 2014
Hi, I am Nishtha
Evangelize collaborations and mobile media partnerships
Evangelize & Strategize Mobility for brands
@
Meet Jackie & his girl friend
? ?
25 yrsfrom Helongjiang
province
23 yrsfrom Hangzhou
College & now at their first job in Shanghai
English lessons@ costa coffee
WatchVideo’s
Practice and translation
Apps
45% of Youku’s traffic comes via Mobile/tablets
Drama series@ meal time
Source: Youku Jan 2014
Travel companion
Guizhoumums
Nanjingclassmates
Mafengwo117Go
Top 2 popular travel apps in China
Personalised wedding invites for friends
Set up on PCContinue on Mobile
Special effects
photosphoto + audio
Creating personal stories
Personalizevideos with time stamps,
location, editor picked music, state of the art filters
Creating personal stories
MusicVideo’s
1MeituPic2QuickPic
3MeiYan Camera
4Camera360
5BaiDu Pic
6YiXia Video
7POCO Beautiful
8MoPai
9InstaMag
10GIFshow
3,000K
2,750K
1,640K
1,290K
400K
400K
380K
240K
180K
180K
Ranking by daily active users
Source: Enfodesk and Analysys international 2014
If it wasn’t for the love of art...
Top 10 photo editing and beauty
apps in China
"Building great brands is a mix of magic and logic, a blend of art and science."
- Keith Weed Chief Marketing and Communications Officer at Unilever @Cannes 2014
Science Art
How ?
Persuade
Science Art
Woo
Logic Magic
Understanding their relationship with their Mobile devices
Play Video
Copyright@nishthamehta
Why Marketers should care?
Fighting share of attentionwithin their personal space
Science
iResearch April 2014CNNIC 2014.1
What do you use your Mobile for ? Top Apps by active users?
Advertising can be a blind spot if not relevant
Science
Art
X
Source: PwC 2014 China What do consumers want from Mobile advertising
Bringing art of courtship
into art of mobile marketing
KISS - Keep it short and simple
, MCOMM
Copyright@nishthamehta
Tools and Technology Menu
Sound
Touch
visual
location
Data storage delivery
music
Key pad
video
Bluetooth
QR codes
ringtones Voice message Sound
Touch screen
Augmented reality Face/ Image recognition
Maps
NFC compass
Geo-locationIdentification by apps
Musicwallet
cloud
SIM card
wifi
NFC chip
SMS
APP
WAP
Play share
Record Hear
Record watch
HTML 5
Source:nishthamehta
Cases‘Made for Mobile’
Case 1: Express your love
with Cornetto If you had only 8 seconds left
before end of the world, what would you say?
How would you express your love?
Marketer: UnileverAgency: PHD
Love is complicated for China’s 90’s Generation of single children. Academic, family, societal pressures all conspire to deny teens the opportunity to explore young love. Because of this they often stumble when it comes to expressing love.
MASSIVE REACHMicro Movies
PC + Mobile Integrated
ENGAGEMENT & IMPACT Mobile
Inspire and Invite people to EXPRESS love
Enable people to EXPRESS love
Love triangle, 3 Love films
Custom madetrailors for Mobile, PC
inviting people to watch the movies, visit Weishi to to
express love in 8 sec
Micro movies inspiring people on how to
express love promoted@tablets, mobile, pc 70 Million+ video
views on Mobile/tablets alone.
Weishi 8 sec videos(Vine of China)
Over 70,000 UGC clips created and
watched by over 6.5 Million
on Mobile alone
CATCHY ADV ENTERTAINING CONTENT TECHNOLOGY
STORYTELLING TOOLS
Mobile can be an impactful reach vehicle for brands! Results?
- Brand awareness- Sales- Cornetto, a brand that helps me express love
Case 2: Durex Baby
What would you do if you were a first time parent ?
Marketer: Reckitt BenckiserAgency: Fugu Mobile
TECHNOLOGY - HTML 5ENTERTAINING CONTENT/APP
Case 3: Clear Challenges
World Cup
Social predictive betting game -First of it’s kind on China’s IM space
Marketer: UnileverAgency: PHD & Fugu Mobile
Predict the future, tomorrow actually!
Mike 14 years old
88 Apps!
As choices further increase, attention will further decrease
Intercept and court people with proximity,
micro-location and data marketing tools
Apps and technology to become hub for
connections on-the-go
source & copyright: niqi
source & copyright: niqi
Wearable technology will go mainstream.
A Taste from Cannes 2014
https://www.youtube.com/watch?v=L9ZDyLlcdww
into art of mobile marketing
Let’s bring the art of
courtship
courtship
Thank you