Bài chia sẻ của anh Nguyễn Cửu Long tại hội thảo Mobile Monday 07/2013 với chủ đề "Mobile Interaction Media or else"

1. MOBILE INTERACTIONMOBILE INTERACTION
MEDIA OR ELSE?MEDIA OR ELSE?
MOBILE INTERACTIONMOBILE INTERACTION
MEDIA OR ELSE?MEDIA OR ELSE?

2. How Marketers make plan
Mobile Trends
ContentsContents
How Marketers make plan
Case Studies
Mobile Interaction

3. Mobile
Trends
Mobile
Trends

4. 25,000
Mobile Advertising Revenue
by Region, Worldwide
Mobile Marketing global size
SMS Text Ads
Static Banners
Animated Banners
Rich Media and HTML 5
2010 2011 2015
Rest of the World 196.9 410.4 2,761.70
Asia/Pacific and Japan 868.8 1,628.50 6,925.00
Western Europe 257.1 569.3 5,131.90
North America 304.3 701.7 5,791.40
0
5,000
10,000
15,000
20,000
25,000
$millions
Mobile Internet Users: 530 millions
Smartphone users: 478 millions
Mobile Users: > 6000 millions
Source: Mobithinking 2012; Inmobi 2012, Gartner

5. 122 MILLIONS
Mobile vs 136 mil
telephone subscribers
Mobile Overview in Vietnam
32.5mil
Internet Users
21 mil Mobile
Internet users 122 MILLIONS
Mobile vs 136 mil
telephone subscribers
30% mobile user is
Smartphone Users
Thousands of Mobile
content products
Source: Ministry of T&I, GroupM
Devices used for connecting online

6. 36
52
Age 25-34
Age 15-24
Who are Mobile users in Vietnam
%
Source: 3D 2012
36
17
0 20 40 60
All adults
Age 35-45
Mobile internet access by age
“Mobile users in Vietnam consume
4.5 hours of media daily”
Source: Cimigo 2012

7. Mobile Internet activities – Vietnam consumer
13
14
16
18
19
20
30
59
64
To Keep Updated On Sport
To Send Or Receive Emails (Work)
To Download Ringtones
To Find Out The Weather
For Social Network-Update Profile
To Download Games
To Search
To Keep Updated On News
For Entertainment
Reasons to use mobile internet
8
8
9
9
11
12
13
0 10 20 30 40 50 60 70
To Find Out Movie Information
To Download Mobile Apps
To Send Or Receive Emails (Non-Work)
To Watch TV
To Search For Directions
To Purchase Music
To Keep Updated On Sport

8. Marketers
How do they make mobile plan?
Marketers
How do they make mobile plan?

9. Digital Marketing Strategy Planning Tool
Digital
Straty

10. Reach Act Convert Engage
Situation analysis: How well are we using digital media now?
Audience and
customer analysis
Competitor
benchmarking
Online partner
analysis
Own digital
marketing review
Objective setting: Which goals and KPIs should we use?
Digital Marketing Strategy Planning Tool
Objective setting: Which goals and KPIs should we use?
Mission and vision Goals, KPIs and web analytics
Strategy: How can we achieve our goal?
Segmentation and
targeting
Positioning and
value proposition
Engagement and
content strategy
Integrated
communications strategy

11. Which digital marketing activities to optimise
REACH
Build awareness on other sites
and in offline media and drive to
OWNED presences
ACT & CONVERT
Achieve conversion to marketing
goals such as fans, leads or sales
on OWNED & PAID
ENGAGE
Build customer and fan
relationships to encourage
repeat visits as EARNED media
Pay per click
Affiliate and partner
marketing
Site – wide content &
design effectiveness
Home page design
effectiveness
Search and browse
page efficiencies
Content marketing
E - newsletters and
promotional emails
Event – triggered
marketing
Search Engine
Optimization (SEO)
Affiliate and partner
marketing
Display advertising
Acquisition email
marketing
Social media
marketing
Search and browse
page efficiencies
Category and product
page efficiencies
Basket and checkout
efficiency
Social media
marketing
Event – triggered
marketing
Customer service &
support
Website
personalization
Social media
marketing

12. InterestInterest
Attentio
n
Attentio
n
DemandDemand ActionAction
Corporate/ Brand Marketing Local Marketing
InterestInterest
Attentio
n
Attentio
n
ShareShareActionActionSearchSearch
Purchase decision models
InterestInterest
Attentio
n
Attentio
n
ShareShareActionAction
Passive Active
SearchSearch
Awareness
Engagement
Consideration
Purchase
Consumption
Loyalty
Advocacy

13. Purchase decisions in Vietnam
Awareness
Engagement
Consideration
Purchase
Consumption
Loyalty
Advocacy
53%
Source: Decision Fuel and InMobi research; sample n = 1,062 VIETNAM ; Source 1: Group M
2%
17% 33%
42%
22%
Mobile is most impactful media on purchase decisions, followed by TVMobile is most impactful media on purchase decisions, followed by TV
31%
53%

14. Awareness
Targeted
Mobile Ads
Interaction
Mobile Interaction
Design & Tech.
Selection
Mobile
OH/OOH
TV/Radio
Print
POS
Mobile interaction
Interaction
Mobile Interaction
Design & Tech.
Selection
User Data base
Sharing
MobileMobile
Internet
Mobile is The Only Platform that enable to integrate & Enhance Across All Media Types
Direct
Marketing

15. •Target consumers
•Profiles your
messages
Target
•Drive different
conversation
•Develop
interactive brand
relationships
Engage •Build loyalty
•Improve retention
active purchase…
Convert
•Increase ROI
•Drive cross-sell
•Collect customer
knowledge
Generate
CTA: Click to Action
Click to Landing Page User is taken to a mobile website
Click to Video Play Video plays on device
Click to Search User is taken to a search results page
Click to Calendar Mobile device stores an event date
Click to SMS Mobile device sends SMS shortcode
Click to dld. coupon Device downloads discount coupon
Click to Call Mobile device calls specified number
Click to Share User shares link on social media
Click to Store Locate User is taken to a store locator map
Click to Buy User is taken to mCommerce store

16. Point Art
Engagement + Sharing + Loyalty
Point Art
Engagement + Sharing + Loyalty

17. Point Art is an Augmented Reality platform, that delivers
contextual engagements based on camera & location
Point Art is an Augmented Reality platform, that delivers
contextual engagements based on camera & location

18. 30 Mil+ engagements every month
300+advertisers on board
Over 60award winning campaigns
Intel funded mobile technology venture
Owner: TELiBrahma Technologies Inc. (USA, India, Singapore).
Vietnam Exclusive Partner.
Overview
30 Mil+ engagements every month
300+advertisers on board
Over 60award winning campaigns
Intel funded mobile technology venture
Owner: TELiBrahma Technologies Inc. (USA, India, Singapore).
Vietnam Exclusive Partner.

19. How to download Point Art application?
Available in all app stores: IOS, Android, BlackBerry, Window Mobile
Available for feature phone (Symbian OS, etc…)
- Download: http://pointart.mobi
Enjoy more case studies from http://db.tt/auNFkraY

20. Application in general
22
Scan a key hook Interact real-time 3S: See it, show it, share it
11
33

21. Interactive Tools
SMS/MMS interaction
3D Model
Survey, Register…
IVR
Mobile Game
Wapsite
Video
 HTLM5…
Interactive Tools
SMS/MMS interaction
3D Model
Survey, Register…
IVR
Mobile Game
Wapsite
Video
 HTLM5…
How can Point do?
Key hooks
Print ads
Logos
Name cards,
Bottle, ...
TVC
Billboard
Digital Poster
Packaging
Key hooks
Print ads
Logos
Name cards,
Bottle, ...
TVC
Billboard
Digital Poster
Packaging
Point is the best application, that enable to integrate &
Enhance Across All Media Types
Point is the best application, that enable to integrate &
Enhance Across All Media Types
Interactive Tools
SMS/MMS interaction
3D Model
Survey, Register…
IVR
Mobile Game
Wapsite
Video
 HTLM5…
Interactive Tools
SMS/MMS interaction
3D Model
Survey, Register…
IVR
Mobile Game
Wapsite
Video
 HTLM5…
Key hooks
Print ads
Logos
Name cards,
Bottle, ...
TVC
Billboard
Digital Poster
Packaging
Key hooks
Print ads
Logos
Name cards,
Bottle, ...
TVC
Billboard
Digital Poster
Packaging

22. Online Report

23. Why Point?Why Point?

24. Mass mediums
Integrated experiential
marketing. High precision
targeting
Total reach
Benefits of experiential marketing
on media reach.
Why Point?
Activations
Visits
What is ROI ? How is building loyal
customer base?
Engagement
Benefits of experiential marketing
on media reach.

25. Exchange few spots or insertions to
maximize experiential marketing.
Or
Use 1% budget to gain 99% interactive
Exchange few spots or insertions to
maximize experiential marketing.
Or
Use 1% budget to gain 99% interactive

26. Case StudiesCase Studies

27. Toyota Etios Liva – Logo recognition
Try it to have new experiencesTry it to have new experiences

28. Key hooks
• Print
• Brochures
• Outdoors
Interactive tools
• Augmentation of logo
• Demonstration interactive 3D
• Augmenting 3D display on a
camera view
• Tagging of multiple digital assets
and contents with car logo
• Integrating call for action
Key hooks
• Print
• Brochures
• Outdoors
Interactive tools
• Augmentation of logo
• Demonstration interactive 3D
• Augmenting 3D display on a
camera view
• Tagging of multiple digital assets
and contents with car logo
• Integrating call for action
Toyota Etios Liva – Logo recognition
RESULTS
 50,000+ rich media engagements
 3000+ users registered for a Test
Drive
 7,500+ users spoke about the car on
Social Media
 25% of the users engaged multiple
times
 65% of them experiencing car on
3D and 85% of them downloading
mobile content
RESULTS
 50,000+ rich media engagements
 3000+ users registered for a Test
Drive
 7,500+ users spoke about the car on
Social Media
 25% of the users engaged multiple
times
 65% of them experiencing car on
3D and 85% of them downloading
mobile content
BUSINESS CASE
Toyota wanted to leverage a mobile
platform to drive engagements
through traditional media investments.
BUSINESS CASE
Toyota wanted to leverage a mobile
platform to drive engagements
through traditional media investments.
Key hooks
• Print
• Brochures
• Outdoors
Interactive tools
• Augmentation of logo
• Demonstration interactive 3D
• Augmenting 3D display on a
camera view
• Tagging of multiple digital assets
and contents with car logo
• Integrating call for action
Key hooks
• Print
• Brochures
• Outdoors
Interactive tools
• Augmentation of logo
• Demonstration interactive 3D
• Augmenting 3D display on a
camera view
• Tagging of multiple digital assets
and contents with car logo
• Integrating call for action
RESULTS
 50,000+ rich media engagements
 3000+ users registered for a Test
Drive
 7,500+ users spoke about the car on
Social Media
 25% of the users engaged multiple
times
 65% of them experiencing car on
3D and 85% of them downloading
mobile content
RESULTS
 50,000+ rich media engagements
 3000+ users registered for a Test
Drive
 7,500+ users spoke about the car on
Social Media
 25% of the users engaged multiple
times
 65% of them experiencing car on
3D and 85% of them downloading
mobile content

29. Maxim – India
o Point at the cover page to see
the cover page come alive
o Point at the cover page to see
the cover page come alive
Try it to have new experiencesTry it to have new experiences

30. Working Process
Your campaign would go live within 72h after we receive materials.

31. Rate-card
Contents Description
Cost/month
(VND)
Setup, Materials editing, Operator & Hosting
1-2 key hooks Key hooks: Print ads,
Logos, cards, Bottle,
Billboard, Digital Poster,
Package…
65,000,0001-2 interactive tools Interactive Tools:
SMS/MMS interaction, 3D
Model, Survey, Register,
IVR, Mobile Game,
Wapsite, TVC, HTLM5…
65,000,0001-2 interactive tools Interactive Tools:
SMS/MMS interaction, 3D
Model, Survey, Register,
IVR, Mobile Game,
Wapsite, TVC, HTLM5…
1 extra content Key hook/Interactive tool 5,000,000
Excluded: (If need)
Concept creation, Campaign management, coding
•Excluded VAT 10%.

32. THANK YOU
For more information, lls contact our Ms. Nguyen Anh Thuy
GOLDSUN FOCUS MEDIA - Publisher Development
E: thuy.nguyen@goldsunfocusmedia.com.vn
THANK YOU
For more information, lls contact our Ms. Nguyen Anh Thuy
GOLDSUN FOCUS MEDIA - Publisher Development
E: thuy.nguyen@goldsunfocusmedia.com.vn