Good morning. Thank you Emerald for giving me a chance to stay here today to share a little bit about how mobile play a role in Digital activation.
At brand perspective, all event activation should be qualified at least 4R. Right location: where you can gather more and more target audiences to come to the event location. Meanwhile we must convey the right message to them in order to get their attention to the program at the right time and on the right touch point and platforms. Now, its increasing difficulty predicting user behaviors as the number of devices per user rises. In term of mobile devices, Vietnam is a fast-raising market. So, we can see 62% of the multi-device users in Vietnam own two devices and 38% have more than three devices. And devices play different roles throughout the day – Vietnam, on PC, on mobile and tablet and how we make our communication strategy in a right way.
Since the user behaviors are vastly different from device to device, the customer journey has changed. Used to be simple and now supremely complex. Touch points include online, mobile, Smart watches, interactive screens at malls, shops, & more. Whether logged in or nor, its critical that user journey be captured at every touchpoint. This calls for action of new-age technologies for cross-screen intelligence. Todays customers expect to be spoken to as individuals, surrounded by relevant and helpful content, engaged thru their preferred mediums & devices, and with smart timing and respectful frequency. It would be significant for digital activation.
Penetration of smartphones in VN is increasing every year, even in rural, the ratio of smartphones also changing faster. We are living in the smart world where smartphones taking over the world. What should we do? We utilize the changes into your digital activation.
But how digital activation should be innovated to help brands and consumers matching with each others and among those to make the communication better with many platforms and technology.
And we found Mobile is applicable to brands and consumers compared with other platforms.
Mobile 4 consumers: we can have mobile web/ apps/ SMS/ hotline/ wifi marketing/ mobile coupons…ect where brand can put right communication with consumers during consumers journey, from the moment you kick off the event, or during the event time.
Meanwhile, through mobile, brands can build up more accurate database with many engagement tools, reports and even develop a mobile CRM for re-targeting next time.
Just only one way to make a conversation effective, that’s alignment among content, technology and partners. Content: Techno: making the conversation better and faster among channels/ team during the program. Partner: depend on different touch point, we need to clarify what kind of partners required with specific role and make sure they align with what brands do.
As you see, with mobile technology is enabled a new experience/ new solution to engage with consumers and would be a trend if consumers and brands can see each other easily.
You look back to see what tech available to enable consumers’ concerns:
But are those popular, are those able to invest with corresponding results as brands wants. We found opportunity and even constraints. AR: All 3D content, big investment and time budget NFC is just available on some models of phone, not all the phones, and somehow consumers are not aware of those. They are very innocent while brands try to feed those with those technology. Others required to download, take time, eat mobile data consumption –all not make consumer willing to go along with us,
One of the important things is wifi to be aware by all customers. Its recognized to bring a huge opportunity for consumers and brands. Everywhere Distance is better (100-300m, users con get signal) compared with bluetooh, NFC… Easy connection: no requirement of download and take a second to connect. Audience defined: brand can know who are consumers and how to retarget them better through those insights. Location defined:
The big music event that Unilever wants to pay off their consumers.
MMA - Mobile Role in Digital Activation - Digital Activation Conference 2015
THE MOBILE ROLE IN
Phan Bich Tam
Mobile Marketing Association
4R ACTIVATION MODEL
any activation wants
Right Touch point
MOBILE 4 BRANDS
MOBILE 4 BRANDS
Mobile connects and
exchanges all info
partner and different
roles in different
New experience to
engage with users
Not for all devices
Take time/ data
HOW DO THESE
Wifi brings huge opportunity
for consumers and brands.
Easy Connection (no
Mobile & Wifi being an
indispensible part of Digital
Activation. It spreads your works
among users.11/27/2015 15
• 40,000 people joined
• Reached 25Mn+ audience/ 20M users on mobile in
flat 5 days
• Nearly 600,000 audiences watched – 80,000 views
contributed by mobile
• >1Mn+ people knowing some of their friends joining
the event through check-ins and shares on FB
• 28,000 basket products were redeemed for ticket
UNILEVER 20 YEARS CELEBRATION
Relevancy of content,
place, time & right tool for
right touch point.
Wifi is a good starting
point but not everything.
SMS is old but still
Mobile CRM is also critical
for long-term engagement.
Latest tech is not always
WIFI IS NOT FREE. WIFI IS A VALUE.
HAVE A GREAT MORNING!