November 20, 2015

Part 1: Summary of IAB Mobile Training Series #5 - Mobile is no Longer a 360 Approach, it has to be 365.

How do you identify these moments? Be consistently relevant in order to move them up the purchase funnel. Connect people across different devices, mindsets and key moments.  Mobile is the consumer, that’s why it’s a 365 approach.

The Google Singapore office was buzzing as the conference room filled with over 80 of the best minds in the digital industry last week. The training session served as a platform to discuss how advertisers need to adapt their strategies to today’s mobile-first consumer.

The basic 360 marketing approach was about taking an all-encompassing view of the entire customer journey: SEO, website, content, social, inbound, outbound email, customer communications, and PPC. But the Southeast Asian consumer is spending increasingly more time online, and advertisers need to step up their brand architecture to a 365 “always on” contact approach to adapt to these new behaviours.

To break the ice, IAB Executive Director Miranda Dimopoulos gave a warm introduction and handed the floor over to Co-Chair of the IAB Mobile Committee

and Managing Director of Blis Media, Regina Goh. Regina set the tone for the state of mobile consumer today and why strategies need to evolve with the changing of the times.

Why does mobile marketing need to be 365?

For many users in Southeast Asia, the smartphone is the first device they hold in the morning, and the last thing they hold at night. With the selfie-obsessions, the mobile is the extension of the self, so advertising needs to adapt to this behaviour. As of 2015, one in four people in Southeast Asia own a smartphone. Here’s the current mobile landscape of this region:

  • Android vs. iOS inventory: Android 65 per cent / IOS 35 per cent
  • Top categories by impression: Hobby & interest, art & entertainment, utility, business
  • Top five handset manufacturers: Samsung, Apple, Asus, Sony, Lenovo

Are advertisers actually spending money on mobile Internet?

Yes. In terms of ad spend, China is number one in Asia with $5.6 billion. In Southeast Asia, Indonesia is contributing $30 million to mobile ad spend. While it doesn’t seem like a big number compared to China, it’s been nearly doubling year-on-year since 2013, and is expected to rise to $100 million by 2017.

Part 1: Reaching consumer 365

Now that we know the consumer is online all the time, how do does the advertiser get the right message to the right person?

Wohlstand Cheah, APAC Mobile Director of Vizeum, said mobile applications account for over 86 per cent of overall time spend, with 32 per cent of the time spent on games and only 17 per cent on Facebook.

Mobile is not a just channel; it’s the platform for your marketing strategy

We’ve heard it all before - “this is the year of the mobile”. But for 2015 it’s actually true. Why? Because mobile penetration this year was absolutely phenomenal.  Wohlstand explained that as of 5 May 2015, more Google searches came from mobile than desktop for the first time. The mobile experience is all about apps, with 80 per cent usage and 14 per cent on browser.

With this, agencies need to understand consumer behaviour and how they interact with their mobile device. To reach their audience, the strategy is to re-focus on the human element of marketing.

How do we do this?

The consumer has migrated non-digital behaviours into the digital realm. Take taxis for example; we used to call for them, now we book them on our phone. Increasingly, videos are being watched more on mobile than on the desktop.

If advertising is tailored to the device, marketers can really tap into this “life facilitator”. Advertising is no longer just about reaching the consumer, it’s about adding value to their lives at the right moment. It’s all about the cross-device and multi-screen.

The fundaments of marketing have never changed.

Clients often ask, “What else can I do on my mobile? How do we start?” Even though the digital landscape is really changing and technology is getting more sophisticated, the basic idea hasn’t changed.

Advertisers still have to reach customers at key moments, going back to the basics. Agencies and brands alike need to change the mindset that mobile can never be viewed as another channel.

How do we reach out to consumers at the most crucial time?

People reach for their smart phones at vital moments because they are demanding immediate gratification when they have a need:

  • I want to buy
  • I want to know
  • I want to go
  • I want to search

How do you identify these moments? Be consistently relevant in order to move them up the purchase funnel. Connect people across different devices, mindsets and key moments.  Mobile is the consumer, that’s why it’s a 365 approach.

Part 2: Planning and strategy process: Up close and personal

For companies that are new to the whole mobile optimising process, Joshua Campanella, Associate Director from MEC, gave us the basics of the planning and strategy process.

Mobile marketing should be part of your overall marketing strategy

1. Do your homework

  • Look at your competitor: What are they doing? Do they do it well? What can be improved upon?
  • Analyse your own data and insights: Look at the history and knowledge from your previous campaigns, what worked and what didn’t?
  • Analyse your owned assets: This is especially important. See what owned assets your client has on hand, even if it’s creative content, have it on hand.

Look at your friends for help: Use partner relationships and research tools to source qualitative and quantitative data to help craft and support your recommendations.

2. Consider your audience

  • Build a consumer-friendly approach
  • Consider the content assets needed to develop
  • Consider which channels make sense for your audience

3. Define your goals (S.M.A.R.T)

4. Make it mobile-friendly

  • Optimise for web
  • Optimise app
  • Push to download
  • Include share buttons

5. Track: Use an SDK in your app to help track level data and insights

6. Optimise

  • Setup advanced ad server capabilities, including cross-device attribution.

7. Review what worked and what didn’t work, act accordingly

Please click here for more details

#news #research


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