Messaging platforms are the most used Apps. In China 700+ million people are on WeChat and its dynamism has gone beyond messaging to purchase in store of goods and services, engaging brand, etc. Brands are making WeChat marketing & CRM programs a priority to engage consumers. For MR, WeChat can be used to build engaged mobile panels. The mobility and immediacy of mobile allows for consumers to feedback at key moments with media in the form of videos, pics and audio to responses. The addiction of WeChat and other messaging platforms can be exploited to design innovative consumer interactions, and to reach hard to get consumers.

1. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
CHANNELING THE POWER OF
MOBILE MESSAGING FOR
CONSUMER ENGAGEMENT
Navin Williams & Hollis Shi
MOBILEMEASURE CONSULTANCY LTD
28 February 2017

2. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
TIME SPENT BY APP CATEGORIES – WORLDWIDE DAILY AVG.
SOURCE: hMps://www.queMra.com/research/a-day-in-the-life-of-mobile-users-worldwide/

3. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
WHAT’S IN THE 35.5% COMMUNICATION
SOURCE: hMps://www.queMra.com/research/a-day-in-the-life-of-mobile-users-worldwide/

4. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
SOURCE: hMps://randomwire.com/messaging-apps/
A CROWDED SPACE

5. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
THE TOP 3 MESSAGING PLATFORMS REACH ~1B EACH
SOURCE: hMps://businesstech.co.za/news/mobile/64778/whatsapp-dominates-in-south-africa/

6. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
1 Mobile is already the 1st Screen
Sources: Millard Brown; emarketer; CNNIC; inmobi; GfK; emarketer; paymentweek.com; Reuters; Starcom MediaVest Group Report
2 Content, Mobility & Engagement is King
60% of viewers using
a second screen to view
content
46B "hongbao” packets &
USD 64M via Wechat during
Spring Fescval 2017.
They shook their phones 11B
Xmes throughout the broadcast
(2015 Spring Fescval Gala)
SmartphoneLaptop
TabletTV
170
mins
161
mins
89
mins
59
mins
CHINESE NETIZENS ARE MOBILE!

7. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
MOBILE MESSAGING TO GROW & ENGAGE
SOURCE: eMarketer

8. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
No app to download: millions of users in China and growing
Less intrusive – consumers access regularly in relacon to products
they consume
Ability to push message
InteracXve format to keep engagement
Other services including LocaXon Based Services, E-commerce,
Moments, QR codes, Beacons, Chatbots, etc
WHY MESSAGING APPS FOR RESEARCH

9. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
We want to Understand
consumers at the
“MOMENTS” OF TRUTH
In a World of
distraccons…
Through their most
relevant touchpoints
MEANINGFUL CONNECTIONS AT RELEVANT “MOMENTS”

10. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
Account profile Receive or send
messages
Survey
welcome screen
Enter survey
screener to begin
WECHAT CHANNEL – FOLLOWERS ONLY SURVEY ACCESS
SOURCE: MobileMeasure

11. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
A User’s
“Moments” Page
Flyer posted
on WeChat Moments
Flyer invite to join
& parccipate in survey
1 on 1 chat invite to
parccipate in survey
RECRUITMENT – BUILDING THE PANEL
SOURCE: MobileMeasure

12. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
OFFLINE RECRUITMENT – WECHAT QR CODE
SOURCE: MobileMeasure

13. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
• Reach & depth into Tier 3 & 4 cices
• Unique Candid Responses
• Spontaneous & in-the moment data
• Can track back to consumers
• OOH & In-Home/Personal space access
• Quick Turnaround
• Certain TGs less prone to parccipate
• Not yet widely used for research
• User pacence hard to sustain
• Plaporms evolving fast & hard to
control
• Mulcple plaporms & no standards
WHAT WORKS WELL & NOT SO WELL

14. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
WHAT TECHNOLOGIES WECHAT SUPPORTS TODAY

15. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
Mobile Messaging & “Moments” Social Messaging
- Mulc-Uclity & Evolving
Wearables & IoT (Internet of Things)
- 3rd party API conneccvity allowed
AV Media Content & Ecom
- Engagement can be captured
Precision Locacon (Beacons, GPS, Cell Tower tracking)
- Tagging Beacons, etc
AI [Arcficial Intelligence]
- Bots, Self Learning tools ……
1
2
3
4
5
WHAT TECHNOLOGIES WECHAT SUPPORTS TODAY

16. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
Thank You
Navin Williams
navin@mobile-measure.com
Hollis Shi
hollis@mobile-measure.com

17. Channeling the power of mobile messaging for consumer engagement
Navin Williams & Hollis Shi, MOBILEMEASURE
Festival of
#NewMR 2017
Q & A
The MR Promise of Messaging Plaporms
Navin Williams & Hollis Shi, Mobile Measure
Festival of
#NewMR 2017
Sue York
Author
Navin Williams
Mobile Measure
Hollis Shi
Mobile Measure