Integrating Mobile in the Marketing Mix Mobile Marketing Primer Contents

Integrating Mobile in the Marketing Mix Mobile Marketing Primer Contents 1. Overview ....................................................................................................2 Introduction ................................................................................................6 Basic Steps ................................................................................................7 2. 3. Developing the Concepts ...........................................................................7 Developing the Creatives ...........................................................................8 Delivering the Campaign ............................................................................9 Metrics and Analysis ................................................................................11 The Value Chain of Players.............................................................9 Appendix 1. Flat Rate Data Charges.................................................................12 Appendix 2. Tactical Tools ................................................................................13 Appendix 3. Case Studies .................................................................................14 8002 lirpA 1. Overview The mobile internet is beginning to deliver on its promise to advertisers, finally. In 2007, BuzzCity delivered 5 billion advertising banners across its global network of sites and, in the first quarter of 2008, another 3 billion banner ads were delivered – the mobile internet has clearly grown! At the same time, our research has uncovered an insatiable demand for mobile content; in particular, which translates into long periods spent by users on the mobile internet. 1 user generated content (in the form of social networking) and virtual goods. All of Every technology endures an adoption curve and the mobile internet is no different. The momentum of growth continues to gather pace as:- 1. More operators, globally, adopt affordable flat rates for Mobile Internet access . Rates too continue to drop; in late ’07 Airtel in India offered Rs. 2/day access while in early ’08 Starhub (Singapore), Maxis & Celcom (Malaysia) announced further reductions in their flat rate tariffs. 2 2. More content finds its way to the mobile internet. This is achieved in some the development of new ‘made-for-mobile’ content. part by the re-purposing of web content for mobiles, but increasingly by a. Many media players have developed good mobile strategies for their properties. MTV India & AXN Asia have developed a 3pronged approach with TV, Web and mobile platforms. Similarly, print media eg IndiaTimes (India), GulfNews (UAE), ”tropeR seitinummoC sseleriW labolG yticzzuB“ eeS rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 2 egaP ”8002 naJ – segrahC ataD etaR talF“ eeS 1 2 Yellowpages (Malaysia) have developed their print properties along with web and mobile complements. Worthy of note here are services (eg banks), as these too will need to be ‘made-formobile’ along with appropriate strategies. Standard Bank (S. their brick-n-mortar and online models. Among Africa) have a successful mobile strategy that complements airlines, Air Asia (Malaysia) and Jet Airways (India) have launched mobile sites to complement Internet bookings via the PC. In Thailand, Bacardi offer a free download that streams dance music users via mobile music. via mobiles, thus an emotional connection with b. Mobile has also developed its own media industry independent of operator portals. These ‘off portal’ services were first funded by subscriptions, but even as consumers rebelled against the channel had evolved. Since then a multitude of advertiser exorbitant recurring payments these sites demanded, a powerful funded services have emerged to satisfy user demand. Companies like Greystripe and Cellufun attract users with free ad-supported games, while myWaves encourages users to download free ad-supported videos. 3. The development of measurement systems to facilitate media planning. people are accessing mobile media. This helps them decide on what media to buy. Service providers (e.g. Nielsen/NetRatings) , have begun to 3 Advertisers will always need systems to tell them who, when and where 3 Comscore and HitWise reported beta versions of their mobile solutions as of end-2007 rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 3 egaP provide core metrics for the mobile internet (Page Impressions, Unique Browsers, Users Sessions etc). The online industry overall, realises that basic media metrics of reach and frequency need to be measured and delivered to audience measurement systems (Nielsen, Comscore, HitWise) advertisers. To this end, the (fixed line) Internet has several but still has no single standard for media buys. This reflects a interactive capabilities, precise standards for measuring each frequently asked question in a Cost per Acquisition campaign – standard measurement) unique characteristic of the Internet – while it has many type of interactive engagement may never evolve. (Hence a What is “acquisition?” may not yield a single baseline for As the Internet advertising industry has evolved, agencies typically buy Internet advertising inventory based on ad impressions delivered by the ad servers, instead of third party audience measurements, as in world of TV. An exact count of impressions delivered by an ad server is of course more precise than panel-based metric. In comparison, the TV industry does not have ‘TV logs’ to count how many people view individual TV ads. The only available estimate is provided by panel-based TV basis of measurement. ratings - and advertisers have no choice but to use them as a rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 4 egaP Consequently, TV ratings have evolved to be a ‘currency’ among planners but this single currency many never evolve in the world of mobile or fixed line Internet. So while measurement systems for mobile advertising will mature through initiatives by the Interactive Advertising Bureau (IAB), Mobile Marketing mirror that of traditional media. Association (MMA) and similar industry bodies, it may never 4. The mobile marketing value chain aligns itself for simplicity and gears itself towards a faster time-to-market. It was only recently that service providers have evolved their offerings to make it easier for advertisers to deploy campaigns without technical or administrative difficulties. Even as mobiles mature into a mainstream advertising medium, many players have taken the opportunity to reach and influence consumers via mobiles. This opportunity is crafted through a coherent mobile marketing strategy that is fully business objectives. integrated with a primary marketing strategy in support of their respective This primer outlines the development and deployment of a mobile marketing strategy in relation to the marketing value chain. rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 5 egaP 2. Introduction Mobile marketing can include several of different ways in which the user interacts with the campaign. • Mobile Internet Marketing o This refers to display advertising that is inserted into the stream of mobile media (WAP sites, video, games and music). These can take the form of :WAP Sites Social Media Services Applications Advergames Message Based • o Until recently, the majority of campaigns use Short Message it has proven highly effective to generating high response rates. Service (SMS). Although it is limited to 160 characters of text only, While this primer will focus largely on Mobile Internet Marketing, we realise that message based media will be an important constituent of the overall marketing mix. Just as e-mail is used to deliver updated links to websites, SMS will be increasingly used to deliver links to WAP sites. rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 6 egaP 3. Basic Steps What is the overall marketing strategy? Developing the Concepts • o In the simplest of terms our marketing strategy will define where we are and where we want to be. The same goes for our mobile marketing strategy. We will of course review our competitive base, the various stakeholders, market share, sales and profits. o We will then include goals that mobile would & would position and look at brand position, product awareness, customer not be ideally suited for. Among the unique capabilities of mobiles are its portability and its ability to-call a feature unique to mobile phones. to switch seamlessly from data to voice making click- o With these broad ideas of the strategy we can further develop the concepts to arrive at better defined operational steps to use mobile media. • Who is the target audience? o BuzzCity’s research findings have uncovered a large demographic of the ‘un-wired’ who do not or will not use PC’s to surf the internet. • What is the intended outcome? o Integrated media campaigns comprising SMS have proven to be fruitful for many, particularly when supported by TV. Consequently, rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 7 egaP mobile has been repeatedly used to give another dimension of interactivity to TV. o Mobile services companies so far have dominated advertising a sale. mobile internet where the outcome (downloads) is the fulfillment of o Increasingly brands are taking advantage of users thirst for information to provide content relevant to their brand. Toyota have re-purposed their Corolla Blog for mobiles too and have used this as a basis for awareness campaigns. Developing the Creatives Just as Internet marketing added another dimension to creative development, mobile marketing also adds another dimension of creative work. We will need to campaigns, the limited number of characters in a return message to the user. take into account the limited size of the screen or, in the case of SMS The creative challenge also includes the creation of WAP sites, the development of ringtones, wallpapers and made-for-mobile videos. Increasingly brands are also using mobile blogs (moblogs) and profile pages on social networking services to reach to their audiences. rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 8 egaP Delivering the Campaign To deploy and manage a campaign well, we need to understand the value chain advertisers to run campaigns with minimal technical or contractual difficulties . 4 of players. Mobile service providers have evolved and it is now far easier for Players The Value Chain of Players Concepts & Creatives These are Service Providers who develop the campaign concept inrelation to the Advertisers integrated marketing Increasingly, traditional agencies are providing these services either by developing in-house capabilities or by partnering with specialist mobile agencies. 4 strategy. See “The Value Chain” rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 9 egaP Admittedly, full service mobile agencies are not common. But as buying mobile media & the creative development of client specific this niche develops, we expect them to be involved in planning, sites and applications. We can expect the purchase of mobile inventory, mobile game advertising and possibly, mobile television channels. media to include placements on operator portals, off-deck WAP Delivery & Measurement As with fixed line internet, the mobile internet has also evolved banner advertising networks that agencies can buy inventory from. Networks like myGamma Network comprise thousands of WAP sites that are capable of delivering billions of advertising each and delivery but also facilitate measurement. month. These networks not only facilitate the media buying process The use of SMS requires connectivity to each operator and, in this sense, mobile marketing is different from Internet marketing as we if not all, mobile operators in a market to get the required reach. Gateway Services or Aggregators simplify the complexity of connecting to operators by providing a singe point of connection to all operators. know it. A SMS messaging campaign must connect to the majority, rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 01 egaP Analysis Metrics and Analysis The mobile internet carries with the unique interactive capabilities and with the ability to the precise outcome of a campaign. These outcomes will of course differ between campaigns and analyses can extend beyond page impressions & objectives will clearly dictate what metrics are recorded for analysis. click throughs to lengths of user sessions and transactions. The campaign rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 11 egaP 22 fo 21 egaP .)nalp tesdnah a fo esahcrup no lanoitidnoc era srehtO .egasu lamron dnoyeb timil reppu na evah tub tae-nac-uoy-lla ylurt ton era segakcap emoS( ) 3 2. 1 3 D S U( 0 2 € ) 6 8 . 4 1 D S U( 0 5. 7 £ b M 0 2 1 r o f ) 6 8 . 4 1 D S U( 0 5. 7 £ ) s ei r e s - X h ti w ( ) 9 . 9 D S U( 5 £ a il atI m o c el e T el i b o M - T e n of a d o V 3 EURT CATD SI A l et ri A yl atI m o d g n i K d e ti n U ) 8 9. 2 2 D S U ( B H T 9 9 6 ) 5 8. 2 3 D S U ( B H T 9 9 9 ) 5 8. 2 3 D S U ( B H T 9 9 9 . di a p e r p r of ) 5 0. 0 D S U ( y a d / 2 . s R ) 3 1. 0 D S U( y a d/ 5. s R 99 M R d n al i a h T a i d nI a e dI i Gi D m o cl e C d a h r e B si x a M e n O e li b o M eli b o M b u H r at S el i b o M l e T g ni S e g n ar O ) 7 3 D S U( 52€ RFS l eT seu g yuoB ) k ci k e d i S hti w ( d e ti m il n U r o f 9 3 $ D S U 99 .95 $ DS U el i b o M - T s e t at S d e ti n U r a l u g ni C T & T A e c n ar F e r o p a g ni S ai s y a l a M ) 9 2 . 0 3 D S U( ) 7 4 . 1 2 D S U( 8 6 M R ) 6 2 . 1 3 D S U( 99 M R ) 6 1 D S U( 0 1 . 3 2 $ ) 7 9. 2 2 D S U( 6 7 . 2 7 $ ) 0 7 D S U( 57 .99$ h M e aR a F h M e aR a F httttM //// ettttaR ttttallllF h M e aR a F rro arrepO o a ep O rrottttarrepO o a ep O yrr nuoC y nuoC yrrttttnuoC y nuoC rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI Appendix 1. Flat Rate Data Charges 22 fo 31 egaP " n o it c e n n o c d e ri u q e r t n e m y ol p e d e vit a e r c fo sl e v el r e h gi H s d o o g l a ut ri v r e h t o d n a s e m a g , o e di v , ci s u M l a n o it o m e " n a r e vi l e d ot e ci v r e s a n oi si v o r P s ooT sno ac ppA s ooT sno ac ppA sllllooT //// snoiiiittttaciiiillllppA s ooT sno ac ppA sdao nwoD sdao nwoD sdaollllnwoD sdao nwoD yti vit c e n n o c k r o wt e n e ri u q e r l li W . s e m o ct u o ri e ht d n a n oi t c a r et ni a ide m P A W ro be W d e ri s e d e h t n o g ni d n e p e d ,t s a c d a o r B ,t ni r P n o n g i a p m a c l a n oi t o m o r p s e s n o p s e r el pi tl u m m o rf t sil ni -t p o n a ot S M S d n u o bt u O r o el g n i s e vl o v ni n a c h c a E . h s u P + l l u P d n a ll u P , h s u P . yt i x el p m o c n i y r a v n a C tr o p p u s si s yl a n a d n a n gi s e d y e v r u s e ri u q e R . s n gi a p m a c S M S r of g ni dl i u B t si L r o y e v r u S t e k r a M ) ct e s y e v r u s ,ll a c - ot - k cil c ( n o it c n u f l a n oit c a s n a rt r e ht o ot d e k ni l r e p y h e b y a m s ci h p a r g r o y p o C . y p o c r e n n a b e ht f o n oi s n e t x e n a yll a r e n e g t a ht of ni s ni at n o C . r e n n a b a n o s k cil c t c e p s o r p a n e h w s r a e p p A t r o p p u s s el a s - el e t r o e rt n e c ll a c e ri u q e R . s s e c o r p g n il l a c e h t s n i g e b g ni k cil C . k ni l r e p y h a s a d et h gi l h gi h e r a s r e b m u n e n o h P . sl at r o p h c r a e s eti s p a W r o r o t a r e p o n o st n e m e c al p d i a p e d ul c ni ro e gap g n i d n al ot s k cil C n a C . s n oit a ci fi c e p s k r o w t e n r o eti s e e S eti s p a W s n oi t a ci fi c e p s A M M ro e gap g n i d n al ot s k cil C . s n o it s e u q d e d n e n e p o r o e ci o h c e l pi tl u m d e d n e e s ol c h ti w st n e d n o p s e r m o rf o f ni e vit ati t n a u q t c el l o C s SMS strelA SMS yevrruS yev uS yevrruS yev uS egaP gnidnaL aC o kc C llllllllaC otttt kciiiillllC aC o kc C aC o kc C skn L srrennaB xeT skn L s ennaB xeT skniiiiL //// srrennaB ttttxeT skn L s ennaB xeT srrennaB ac hparrG s ennaB ac hpa G srrennaB llllaciiiihparrG s ennaB ac hpa G Tactical Tools rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI Appendix 2. Tactical Tools Descriptions Considerations Appendix 3. Case Studies Emami Brief : • Emami India, a manufacturer of personal & healthcare products, had developed a line of men’s cosmetics and were on a branding campaign to promote awareness of their new product. (Agency : Mobilegolive) Approach : • Develop brand exposure and awareness via a global banner campaign of text and graphical banners. 1 Oct 2007 Emami Results : • • • • Avg. Daily Campaign Cost Avg. Monthly Exposures Avg. Monthly Clicks Avg. CTR (network average 2.4%) : USD 5 : 146, 780 : 2, 510 ~ 2.1% Are you a man ? Click Here… 2 Oct 2007 rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 41 egaP Standard Bank Brief : • Standard Bank (S. Africa) launched their cellphone banking service and were on a subscriber & referral recruitment drive. (Agency : Brandsh) Approach : • Subscribers and referrals were entered into a lucky draw to win a cellphone a Samsung i600 each. • The draw is promoted via text banners targeting South African visitors to the Gamma Network. 3 Oct 2007 Standard Bank Results : • • • • Avg. Daily Campaign Cost Avg. Monthly Exposures Avg. Monthly Clicks Avg. CTR : USD 58 ( ongoing campaign ) : 474,307 : 7448 : 1.5% Win a Samsung i600 Blackjack Win i600 Blackjack from Standard Bank 4 Oct 2007 rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 51 egaP Standard Bank 1 User is presented with banner on Mobile Internet sites 3 User registers an account or refer’s a friend. Both stand a chance to win. Win a Samsung i600 2 Oct 2007 When clicked, user is sent to Standard Bank’s wireless site. 5 rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 61 egaP Kodak Brief : • Kodak (India) wanted to increase foot traffic to their Kodak Express stores. (Agency : Ogilvy) Approach : • Users were encouraged to print more photos to stand a chance to win prizes via a “Shoot it, Win it” promo. • Text & graphical banners directed users to a registration form and store locator that listed where they could win prizes. • Promo complements Web promotions. 6 Oct 2007 Kodak Results : • • • • • 2 week campaign : 10.8 million banners Total Clicks : 131,635 CTR (network avg. 2.0%) : 0.97% Total Registrations : 9089 Continued visitor usage of store locator Print them Now! Win them Now! 7 Oct 2007 rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 71 egaP Sprite Brief : Coca-cola Company continues to leverage it’s Sprite brand through mobile contents such as videos and logos. The Sprite brand is part of Coca Cola’s mobile strategy via it’s WAP site ‘Sprite Yard’ (agency: Aerodeon / France) Approach : • Campaigns based on graphical and text banners targeted at France mobile users. • Users will be brought to a Sprite WAP site for downloads. 8 Oct 2007 Sprite Results : • • • • • Campaign Duration Avg. Daily Campaign Cost Avg. Daily Exposures Avg. Daily Clicks Avg. CTR (network avg. 2.0%, Sep avg 1.78%) Sprite: sonneries, video & logos : 1 week : USD 12 : 3,565 : 50 : 1.32% 9 Oct 2007 rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 81 egaP Celcom Brief : Celcom , Malaysia’s largest carrier, uses a new mobile java application to promote Channel X WAP portal. The application, ZMS, enhances SMS messaging capabilities with a series of icons depictiong actions. (agency: Starcomm Mediavest / Malaysia) Approach : • Campaigns based on graphical and text banners with handset targeting at Malaysian mobile users. • Users will be brought to Celcom’s Channel X wap portal. 10 Oct 2007 Celcom Results : • • • • • Campaign duration Avg. Daily Campaign Cost Avg. Daily Exposures Total Daily Clicks Avg. CTR (network avg. 2.0%, Oct avg. 2.32%) : 2 months (started in early Oct 07) : USD 20 – 50 : 40,933 : 392 : 1.05% ZMS. Its FREE! Get on with it. ZMS. The new fun way to sms. FREE! ZMS! Get on with it 11 Oct 2007 rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 91 egaP Mobile Applications Brief: Mobile Applications is a mobile services company that provides digital entertainment products and services to businesses and consumers. One of the products is a paid voice call Psychic chatting and reading service. Approach : • Campaigns based on graphical and text banners targeted at Australian mobile users. • Banners are linked to a landing page with the click-to-call function. 12 Oct 2007 Mobile Applications Results : • Campaign Duration : Ongoing • Avg. Daily Exposures : 8,400 • Avg. Daily Clicks : 126 • Avg. CTR (network avg. 2.0%, Oct avg, 2.32%) : 1.5% 13 Oct 2007 rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 02 egaP Motor & Household Insurance Brief: Motor & Household Insurance is South Africa’s largest private insurance company providing short-term and life insurance services. The campaign intends to develop brand exposure, awareness and interactivity with their call centers. (Agency : Worldplay) Approach : • Campaigns based on graphical and text banners targeted at South African mobile users. • Banners are linked to a landing page with the click-to-call function. 14 Oct 2007 Motor & Household Insurance Results : • • • • Campaign Duration Avg. Daily Exposures Avg. Daily Clicks Avg. CTR (network avg. 2.0%, Oct avg, 2.32%) : Ongoing : 167,000 : 1,666 : 1% 15 Oct 2007 rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 12 egaP Private Property Brief: Private Property operates in the commercial sales and residential rentals sectors in South Africa . Their website is the busiest property website and biggest private sale web portal in South Africa. It is ranked in the top 10 busiest websites in the country. A WAP version of their website was created and an awareness campaign was launched. (Agency : Mobiclicks) Approach : • Campaigns based on graphical and text banners targeted at South African mobile users to lead to their wapsite. 16 Oct 2007 Private Property Results : • • • • Campaign duration Avg. Daily Exposures Total Daily Clicks Avg. CTR (network avg. 2.0%, Oct avg, 2.32%) : Ongoing : 150,000 : 2,250 : 1.5% 17 Oct 2007 rrem rrP gn ekrraM e boM em P gn ek aM e boM rremiiiirrP gniiiittttekrraM elllliiiiboM em P gn ek aM e boM xi M g nit e k r a M e ht n i eli b o M g nit a r g et nI 22 fo 22 egaP