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MMA - Mobile Role in Digital Activation - Digital Activation Conference 2015

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MMA - Mobile Role in Digital Activation - Digital Activation Conference 2015

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MMA - Mobile Role in Digital Activation - Digital Activation Conference 2015

  1. 1. THE MOBILE ROLE IN DIGITAL ACTIVATION Phan Bich Tam Mobile Marketing Association 11/27/2015 1
  2. 2. 4R ACTIVATION MODEL any activation wants Right Location Right time Relevant Contents Right Touch point 11/27/2015 2
  3. 3. Appier Proprietary & Confidential © All Rights Reserved Technology is changing the world Ad PC server discount 1:30 PM Lets go on vacation 9:00 PM Breakfast coupon 7:00 AM The customer journey across screens Customer journey has been changed. 11/27/2015 3
  4. 4. EVERY MOMENT IS MOBILE Smartphones taking over the world 11/27/2015 4
  5. 5. Digital Activation is best on mobile How Digital Activation should be innovated? 11/27/2015 5
  6. 6. MOBILE IS THE BEST. 11/27/2015 6
  7. 7. MOBILE 4 CONSUMERS Mobile Web Apps SMS Hotline Wifi Marketing Mobile Coupon … 11/27/2015 7
  8. 8. MOBILE 4 BRANDS MOBILE 4 BRANDS Mobile CRM Engagement Tools Data Collection Reporting Tools … 11/27/2015 8
  9. 9. ALIGNMENT Content: immediate to users Technology: Mobile connects and exchanges all info among channels/ team Partners: Different partner and different roles in different touch points BRAND TAKES OVERALL STRATEGY 11/27/2015 9
  10. 10. Mobile Technology Ad Solution Trend 11/27/2015 10
  11. 11. BLUETOOTH NFC AUGMENTED REALITY QR CODE Mobile Techno What are availability ? 11/27/2015 11
  12. 12. OPPORTUNITY  New technology  New experience to engage with users  Sales increased  Better Branding CONSTRAINTS  High cost  Uneducated users  Not for all devices  Take time/ data consumption HOW DO THESE TECHNOLOGIES PLAY? 11/27/2015 12
  13. 13. What could make it better? 11/27/2015 13
  14. 14. Wifi brings huge opportunity for consumers and brands. Everywhere available Distance: 100-300m Easy Connection (no apps) Audience defined Location defined 11/27/2015 14
  15. 15. Mobile & Wifi being an indispensible part of Digital Activation. It spreads your works among users.11/27/2015 15
  16. 16. • 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 exchange UNILEVER 20 YEARS CELEBRATION 11/27/2015 16
  17. 17.  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 effective.  Mobile CRM is also critical for long-term engagement.  Latest tech is not always necessarily critical success factor. KEY TAKEAWAY 11/27/2015 17
  18. 18. WIFI IS NOT FREE. WIFI IS A VALUE. 11/27/2015 18
  19. 19. THANK YOU. HAVE A GREAT MORNING! 11/27/2015 19

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