Presentation at IMC Institute's Training on "Planning on Mobile Strategy" 29-30 May 2013 by Oranuch Lerdsuwankij

1. Oranuch Lerdsuwankij
Twitter: @mimee
Email : mimee@thumbsup.in.th
Website : http://thumbsup.in.th

2. TV Show
Thailand Can Do
thumbsup.in.th
Who is thumbsup

3. Official Partner
of Econsultancy
Online Marketing Course
• Fast Track
• SEO & SEM Course and Workshop
• Social Media Marketing

5. Content
• Thailand Market Situation
• What you should know
• Mobile Marketing Type
• Some advice for brands
• Key terms that we should know

6. Thailand Market
Situation

10. Facebook Users
(Mar 2013) : 18,202,320 Users
% of population : 27.13%
% of online population : 124.21%
Thailand Facebook Statistic
51%49%

11. Thailand Instagram Statistic
Instagram Users
: 603,288 Users
Average:
• 656 Followers/User
• 178 Photos/User
• 69 Likes/Post
• 2 Comments/Post

12. Non voice revenue is growing up
(Q3 2012)
Source : nbtc.go.th
Mobile Nonvoice Revenue

13. Forecast Number of Smartphone sales (2013): grow by
110%, 7.5 million units [GFK]
Forecast (2013) : Android 68% share, iOS 18% share,
then Windows Phone 8 and Blackberry 10 [GFK]
Forecast Number of 3G subs : 25 Million
[http://www.bangkokpost.com/learning/learning-from-news/340517/mobile-phones-3g-4g-
coming-next-month]
Mobile Statistic

14. Reducing digital divide
Creating new Business Opportunity

15. What you
should know

16. What you should know
• App Economy
• Multi Screen World
• HTML 5
• Responsive Web Design
• The rising of Mobile Apps
from Thai Startups

18. Mobile Telecom
Ecosystem (Before 2007)

19. The Tipping Point….

20. Current Mobile Telecom Ecosystem
Application
Stores
Carrier
Hardset Vendor
OS Providers
3rd Party Players

21. Mobile App business Models
Pay per download
In app purchase
Advertisement

22. In App Purchase

23. The meaning of Top Chart on Appstore

25. The New Multi-Screen World

26. The New Multi-Screen World

28. With the convenience introduced by HTML 5, it will be the
preferred standard for application design and development
HTML 5

30. Responsive Web Design

31. The rising of Mobile Apps from Thai Startups
Wongnai Stamp

32. ShopSpot Symbols of Style
The rising of Mobile Apps from Thai Startups

33. What does it mean for
Thai Digital Marketers?
Startup Online
Marketer
Online
Marketer

34. Type of Mobile
Marketing

35. Type of Mobile Marketing
• Mobile Search Ads
• Mobile Display Ads & Real Time Bidding (RTB)
• Rich Media Ads
• Facebook Mobile Ads
• Social Media - Instagram
• Location-Based Marketing
• Campaign with QR Code
• Mobile with Print Ads
• Interactive Catalogue App
• NFC with Mobile Ads
• Branded Mobile Application
• Co-Campaign

36. Global Mobile Ad Spending (Billion
USD)
Go-Gulf.com

37. Go-Gulf.com

38. Go-Gulf.com

39. Mobile Search

40. Mobile Search Ads
Deliver relevant ads based on keywords (Generic/Brand Keyword)
Text Ads Call Extensions

41. Click to download
Mobile Search Ads

42. Location Extension
Mobile Search Ads

43. Mobile Display Ads

44. Define Clear
Set up your
Who is your
Target group?

46. Define “Call to Action”

47. Real time Bidding (RTB)
Method of selling and buying online display advertising with instant auction.
Advertisers can get more access and more targeting.

48. Understand Many factors
• Demographic of your target
users
• Business Industries
• Creative Ads
• Bigger isn’t always better for
mobile ad clicks
In order to maximize the features and functionality of each device, mobile
Advertisers should build different creative for different screen sizes.
“Keep monitoring and optimization”

49. Mobile Rich Media Ads

50. Mobile Rich Media Ads

51. Mobile Rich Media Ads

52. Average Engagement
Time ~ 3mins
Call to Action
“Save invitation” +
“Share on Facebook”
Click-through rate (CTR)
75% higher than the
industry average
Perfume Launch by Lancome
Case Study: Lancome

53. Nokia Lumia engages smartphone users with direct
interaction from the actual device interface
Winner at the Australian mobile
awards 2012
Average Click-through rate (CTR)
0.82%, with a peak of 1.39%
Engagement levels
Average Visit Duration
2min 20sec for every unique visit
Average % of new visitors
79.3%, achieving the goal to
expose the product to new
customers on an ongoing basis.
Case Study: Nokia

54. Drive awareness of the Audi Q3 by Audi
Peak Click-through rate (CTR)
1.025%
Average Click-through rate
(CTR)
0.67%
5% of consumers clicked
through to download a
brochure and 7% clicked
through to the m-site for
more information.
Case Study: Audi

55. Facebook Mobile Ads

56. Sponsored Stories
Promote user generated
content including likes, status
updates, and Open Graph
stories.
Facebook Mobile Ads

57. Sponsored Stories
Facebook Mobile Ads

58. Page Post Ads, Promoted Post
Help you reach a broader
audience with the content you
post to your brand’s Page.
(Photos, Offer, Questions, Videos
or events)
Page Post Ads - can be targeted
to non-fans
Promoted Post - can be shown
only to fans and friends of fans,
Facebook Mobile Ads

59. Page Post Ads, Promoted Post
Facebook Mobile Ads

60. Mobile App Install Ads
Mobile app install ads
help developers reach
people on mobile
devices. When people
click on the ad on the
mobile device, they
will be directed to the
App Store or Google
Play to install the
app.
Facebook Mobile Ads

61. Facebook's news feed redesign
is mobile consistency

62. Instagram with UGC
(User Generated Content)

63. Location-based Marketing

64. http://www.telecomcircle.com/2009/06/introduction-to-lbs/
Location-based Marketing

65. Location-based + AR

66. Redefine
Location Based Marketing
by technology
http://stores.bestbuy.com/887/files/2010/09/shopkick-15-36-37.jpg

67. Touch Point
QR Code
Marker
Image
Recognition

68. Case Study : Home Plus, Big C
http://www.mythaiphotos.com/big-c-virtual-shop-in-
bangkok/
http://www.it24hrs.com/2012/now-virtual-store-thailand/
Virtual Store
What is the key success factor of this case?
http://www.businessinsider.com/the-most-creative-people-in-advertising-2012-7?op=1

69. Case Study: Trident
http://www.arip.co.th/tips.php?id=414059 http://thumbsup.in.th/2011/07/digital-advertising-campaign-
magazine-speak-trident-by-adapter/

70. http://www.adweek.com/adfreak/10-great-magazine-ads-dont-just-sit-there-looking-pretty-132401
Case Study: Volkswagen

71. http://creativity-
online.com/news/mccannerickson-gives-new-
ikea-catalog-a-vitamin-pill/236165
Using Augmented Reality (AR)
Case Study: IKEA

72. Near Field Communication
Near field communication (NFC) is a set of standards for
smartphones and similar devices to establish radio
communication with each other by touching them together or
bringing them into close proximity. - Wikipedia
http://technopundit.com/nfc-in-nokia-mobiles/
http://www.intomobile.com/2010
/04/26/near-field-
communication-to-hit-android-
phones/nfcexample/

73. Case Study: NFC with Mobile Ads
http://www.nfcworld.com/2013/
01/07/321698/crosscliq-
delivers-nfc-magazine-ad-for-
blackberry-rogers-and-cibc/
What is the key success factor of this case?
http://www.nfcworld.com/2012/10/03/3
18174/telstra-promotes-nfc-in-sydney-
and-melbourne/
http://www.jcdecauxna.com/innovate/
document/nfc-and-marketing-bridging-
gap

74. Mobile
Application

75. Case Study : Pampers
http://mashable.com/2012/03/02/branded-mobile-apps-
innovative/
Pampers Hello Baby Pregnancy Calendar
Useful

76. This app uses technology that accesses McDonald’s supply-chain and
Augmented Reality (AR) to deliver interactive information about McDonald’s
food (Where their food has come from).
Useful
Case Study : McDonald

77. The Nike+ Running app tracks distance, pace, time and calories burned with
GPS, giving you audio feedback as you run.
Useful
http://nikeplus.nike.com/plus/products/gps_app/
Case Study : Nike

78. The game challenges you to hunt, catch and escape with a virtual MINI in Stockholm using an
iPhone app and your own two legs. The catch is, you have to get within 50m of the virtual MINI to
hit “Take The MINI Now” in the app before escaping as fast as possible, because anyone else who
gets within 50m of you can instantly take the virtual MINI back! If you are the person holding the
virtual MINI after 7 days of 24/7 gaming, you’ll win a real MINI Countryman!
http://www.digitalbuzzblog.com/mini-getaway-arg-game-in-stockholm-2010/
Have Fun!
Game
Case Study : Mini

79. Turning beachfront concept store into a lab for the company’s
“Happiness Refill” project. A dispenser that give young cellphone users
data credits to browse the internet rather than soda.
Useful
Brand Experience
http://www.shakemelikeascroll.com/happinessrefill/
Case Study : Coca-Cola

80. http://www.prda.asia/how-social-media-helped-coca-cola-grab-hong-kong’s-attention-
once-again/
Coca-Cola's app Chok turns mobile devices in a remote control that
the user shakes when a Coke commercial comes on the screen.
Have Fun!
Game
Case Study : Coca-Cola

81. http://www.muji.com/app/
Useful
Case Study : Muji

82. Co-Campaign : LINE
No. of Users : 10.2M (Dec 12)
• Number 1 in Chat App in Thailand
• Number 3 in the world after Japan & Taiwan
• Increase of 1,150 % in just one year
• Co-campaign with brand (Telco, Airline, FMCG, Banking,
Tourism etc.)

83. Recommended Book
Review: http://thumbsup.in.th/2012/02/the-app-mobile-case-
study-book/

85. 1

90. Check your goal
Check your resource
Mobile Web
• Deliver content
• Establish broad mobile
presence
(Easily found on search
engines)
Mobile App
• Interactive engagement
• Work like computer program

91. 22 When we develop mobile product
• Set up your goal.
• Which devices your users use most and design for the right
device.
• Start with People, not Technology - User experience is heart of
any product.
• User shouldn’t search very far for your product’s key value.
• What is product’s key value? Don’t try to put everything !!
– few key features and make it work well
– feature set fits the mobile experience
• Agile Development and Test Test Test!

92. Gamification
http://www.gamification.org/
Gamification is the concept of applying
game-design thinking to non-game
applications to make them more fun and
engaging. – gamification.org
http://thumbsup.in.th/2011/07/gamification/
Key terms that we should know..33
MINI
NIKEFoursquare Shopkick

93. SOLOMO
Key terms that we should know..33
Social Local
Mobile
SOLOMO
Real life x The internet x Real Time
MINI
NIKE

94. Key terms that we should know..
http://www.zeromomentoftruth.com/
http://vimaltripathi.posterous.com/zmot-zero-moment-of-truth
http://thumbsup.in.th/2012/04/zmot/
ZMOT
33

95. “To win consumers’ attention and trust,
marketers must think less about what
advertising says to its targets and more about
what it does for them”
– Jeffrey F. Rayport

96. Reference: Video Clips
Volkswagen
http://www.youtube.com/watch?v=FhbkqFdKnP8
ShopKick
http://www.youtube.com/watch?v=2uixneqbqkI
Pamper Hello Baby
http://www.youtube.com/watch?v=rjW8aAqrsOk
Ford Fusion
http://www.youtube.com/watch?v=d5QMrIvZzow
Mcdonald (Trackmymacca)
http://www.youtube.com/watch?v=zBnqg_KTSIc
Nike+
http://www.youtube.com/watch?v=46hEaFKa638
Mini
http://www.youtube.com/watch?v=WMWu1h_6OfE
Refill Happiness Coke
http://www.youtube.com/watch?v=M4jPl-nL-YM
CoCa Cola Chok
http://www.youtube.com/watch?v=pEDsERv-rFA

97. Oranuch Lerdsuwankij
Twitter: @mimee
Email : mimee@thumbsup.in.th
Website : http://thumbsup.in.th