It's personalised, it's targeted, it's convenient, it's instant, it's cost-effective -- hmm what's that? OH I knew it ~ it's mobile messaging! Yes, you are absolutely right. ;-) What could be more except texting? These characteristics explain why SMS marketing is so popular. What do you think?
Rise of the mobile phone
Mobile phone has come a long way since the first generation analogue cellular phones were introduced in the early 80’s. The evolution of first generation cellular networks to GSM networks and advanced mobile 3G technologies, to WIMAX and LTE has paved way for the development of smaller and sleek hand-held devices that we now use.
In 2003, according to research firm IDC, we saw a significant increase of mobile phone usage, with 533.4 million handsets shipped globally, a 23.3 percent increase compared to 2002. During that time, Nokia (5.45 million shipped), Sony Ericsson (815,047 shipped) and Motorola (778,287 shipped) dominated the mobile phone market worldwide. Subsequently, as the popularity of the mobile phone became more widespread and indispensable to people’s everyday lives, mobile phone penetration rates have continued to rise.
Naturally, new phone models and advancements in mobile networks came with more functionality. It did not take long for mobile phones to go beyond just voice calls.
Emergence of the mobile channel
Popularity of SMS has spread like wild fire and still remains as a primary activity done especially in emerging markets. Today, with the proliferation of smartphones and mobile hand-held devices, almost everything is done on mobile, making it an important consumer channel. In recent years, the mobile channel has caught the attention of marketers and is now being considered as a legitimate component of the marketing mix. Thereafter, marketing campaigns that relied heavily on traditional methods such as TV, radio, print and even online, went mobile. The new era of marketing emerged, and opened a new window for brands to market products to mobile phone users.
According to research firm Gartner, the global mobile advertising market will be worth $20.6 billion in 2015, and Asia Pacific will account for a leading 33.6% share of the total market. Mobile advertisers and global players are looking into expanding their presence in the APAC market, setting up local headquarters and signing up with partners in the region to address increasing market demand for initiatives that utilize the mobile space.
Benefits of mobile marketing
The advantages of mobile marketing seem endless. First, brands will have a wider reach of audiences, anytime, anywhere. Unlike traditional ad campaigns that utilize main stream channels like print, broadcast media or billboards, mobile advertising initiatives are not limited by physical space or geographical location. With mobile advertising campaigns, the message is more personal as the mobile phone screen lends campaigns a more intimate window to the user as compared to a television or computer screen. In addition, through personalisation, it will generate higher engagement by users, making them feel more special and valued as consumers. With the right hook, consumers will be intrigued to respond to mobile advertisement, thus creating higher response rate for the campaign. On the other hand, mobile campaigns when done correctly, can provide the brand marketer valuable insights on their target audiences that can be used in another relevant campaign.
Types of mobile campaigns
There are a few types of mobile marketing initiatives that are available in the market. The most common and considered most effective, at least in the Asian market, would be the traditional form of SMS marketing. It is quick, immediate, wide and cost effective. Basically, it reaches everyone who owns a mobile device, regardless of whether it is a feature or smart phone. Another form of mobile marketing would be the rich media content messaging, namely, MMS which is able to show pictures and videos, therefore creating a clearer image for the product or activity being advertised.
Location-based marketing requires higher technology innovation from the brands or telco operators, as well as the use of smart phones by its target audiences. With proper implementation, location-based marketing can reach great heights as it is far more personalised, based on users’ location and preferences, and it will also generate higher call to action. In 2007, the emergence of the iPhone has driven innovation in mobile marketing. Mobile applications (apps) appeared, creating additional paths for marketers to reach out to their target audiences through mobile advertising.
Right way to campaign
With the mobile industry becoming more and more heavily invested, all eyes are on mobile marketing and looking for ways to maximize this channel’s potential. So, how do the advertisers succeed in conveying their messages to target audiences out of so many players in the market? A critical component to consider when implementing campaigns is the ability to empower consumers to make the choice to opt in or out of receiving advertisements whenever they want to. In this way, consumers will feel that they have the utmost respect from advertisers, and that their privacy and preferences are considered.
Also, by giving out information to the marketers, consumers are able to receive in return personalised advertisements that are beneficial to them in one way or another. For example, Out There Media recently ran a campaign for P&G Pantene, asking target consumers about what are they most worried about their hair, namely “hair fall”, “split ends” and “dryness”. Those who replied got a discount coupon for specific conditioner, based on their answers, with the purchase of Pantene shampoo. Through this, the brand was able to gather valuable insights into what their target audiences was most worried about. They are also able to use this knowledge outside the mobile context, such as placing the specific shampoo at eye levels in the store shelves.
Set the correct objective
Measuring the success of mobile advertisements can be tricky if campaign objectives are not clear and expectations are not managed at the onset. Certain key performance indicators or KPIs have to be set to ensure that they are aligned with the bigger business or marketing objective. While the bigger objective is to increase business revenue or product sales, specific indicators that will help support it should be identified. If the campaign goal is to promote a new product, the advertisement must be designed in a way that consumers are able to notice it and given an opportunity to try it out. Then it will generate word of mouth and top of mind recall when consumers would like to use a product in that particular line. When McDonald’s in the Philippines introduced their new line of McCafe Iced Drinks, McDonald’s ran redemption campaign which had an 18% response rate among consumers who wanted to try the new drinks and close to 90% of those who responded redeemed their free drinks.
Brands need to set clear objectives at the beginning before deciding to take on which types of marketing campaigns. A number of factors must be considered before implementing campaigns, such as the ones mentioned above. The main thing to consider in mobile marketing is the consumers. The consumer is key – their receptiveness towards a mobile advertisement, willingness to act upon receiving it, as well as positive feedback towards it, clearly define success of the mobile marketing campaign.
Source: By PriyankaB on 10th February 2012.
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Monday, 13 February 2012
Thursday, 9 February 2012
Indonesia - Fuelling the Mobile Marketing Trend in Indonesia
To tap into the untapped market enables you to gain some competitive advantage over the others. In other words, you are staying ahead from your competitors. As this article shows, mobile penetration in Indonesia is increasing y-o-y and thus it's an attractive method to target your customers to get "surprised" outcome. :)
Mobile penetration rate in Indonesia has been increasing yearly, with a surging growth of millions seen in mobile subscribers. Coupled by remarkable improvements in mobile technology, marketers are now finding ways to tap into the mobile market for greater consumer outreach.
Businesses worldwide are embracing mobile technology as lucrative avenues to target consumers with their brand messages. The mobile device is not just a mere communication tool but now serve as our books, health monitors, payment transfer devices, social connectors and tour guides, pervading every part of our life. The digitisation of life in Indonesia has urged companies to turn to innovative means like mobile applications and location-based services to market their brand, products and services, engage customers and build loyalty in the process. Notwithstanding that, social media is yet another viable medium that marketers can tap on for wider customer outreach.
Liam MacManus, Digital Director, Mindshare claims: “Everyone has been talking about the opportunities for Mobile in Indonesia, but how many brands are really taking advantage of this fast-evolving environment? Is it right for every brand? How can we truly understand how our consumers interact with the channel and what are the real opportunities for 2012?”
Brands might feel hesitant jumping on the mobile marketing bandwagon because they do not feel confident about their initial foray into mobile marketing. Companies face the challenge of creating a unique level of personalised, targeted, time and location-sensitive rich brand engagement and interaction with customers. Moreover, social media is an increasingly popular platform for communication and connection among Indonesians.
Venke Sharma, Senior Vice President, Arc Worldwide correctly points out: “Indonesian consumers consider social media on mobile as the New Mass media. Marketers have not leveraged the opportunity as much as they would want to.”
In order to enable maximum and impactful brand engagement, marketers need to be equipped with the most relevant insights, understanding and inspiration into the mobile milieu for a successful marketing campaign.
Harith Menon, Head of Mobile, Nokia Siemens Network explains: “There is a lack of belief that beyond TV and billboard, there are other tools that can be used effectively for an Integrated Mobile Campaign.”
Marketers need to leverage on the right tool for optimum engagement and create innovative apps to capture customers at various locations and at any time of the day. Mobile technology has significant impacts on lives of Indonesians as it creates new ways for marketers to engage and influence millions of consumers at the point of their decision.
Source: By marketeers on 9th February 2012.
Mobile penetration rate in Indonesia has been increasing yearly, with a surging growth of millions seen in mobile subscribers. Coupled by remarkable improvements in mobile technology, marketers are now finding ways to tap into the mobile market for greater consumer outreach.
Businesses worldwide are embracing mobile technology as lucrative avenues to target consumers with their brand messages. The mobile device is not just a mere communication tool but now serve as our books, health monitors, payment transfer devices, social connectors and tour guides, pervading every part of our life. The digitisation of life in Indonesia has urged companies to turn to innovative means like mobile applications and location-based services to market their brand, products and services, engage customers and build loyalty in the process. Notwithstanding that, social media is yet another viable medium that marketers can tap on for wider customer outreach.
Liam MacManus, Digital Director, Mindshare claims: “Everyone has been talking about the opportunities for Mobile in Indonesia, but how many brands are really taking advantage of this fast-evolving environment? Is it right for every brand? How can we truly understand how our consumers interact with the channel and what are the real opportunities for 2012?”
Brands might feel hesitant jumping on the mobile marketing bandwagon because they do not feel confident about their initial foray into mobile marketing. Companies face the challenge of creating a unique level of personalised, targeted, time and location-sensitive rich brand engagement and interaction with customers. Moreover, social media is an increasingly popular platform for communication and connection among Indonesians.
Venke Sharma, Senior Vice President, Arc Worldwide correctly points out: “Indonesian consumers consider social media on mobile as the New Mass media. Marketers have not leveraged the opportunity as much as they would want to.”
In order to enable maximum and impactful brand engagement, marketers need to be equipped with the most relevant insights, understanding and inspiration into the mobile milieu for a successful marketing campaign.
Harith Menon, Head of Mobile, Nokia Siemens Network explains: “There is a lack of belief that beyond TV and billboard, there are other tools that can be used effectively for an Integrated Mobile Campaign.”
Marketers need to leverage on the right tool for optimum engagement and create innovative apps to capture customers at various locations and at any time of the day. Mobile technology has significant impacts on lives of Indonesians as it creates new ways for marketers to engage and influence millions of consumers at the point of their decision.
Source: By marketeers on 9th February 2012.
Wednesday, 8 February 2012
Nucleus Study Finds 'Stunning' Growth in Mobile Browsing
Have you ever heard of this from the people around you at least once that, mobile phones are slowly replacing the use of other electrical devices, such as PC? It's no longer something new, and yet surveys have been proving the statement is right. In another way, people like you and me are attaching with the mobile phones much more frequent. As such, isn't it a better way for us to communicate with our target groups?
“Stunning” growth in mobile web browsing in the six months since August 2011 has raised the prospect we are seeing the beginning of the end of the PC era.
The study, carried out by London-based web agency Nucleus, found while overall mobile web browsing was up 72%, the picture was not equal across all platforms.
However, the clear growth of mobile and the inroads Apple’s iPad has made into PC market share suggest a significant shift away from browsing on traditional computer consoles.
The report - the second six monthly analysis of the mobile sector by Nucleus - states: “Our latest study into mobile web browsing documents rapid growth and suggests much more to come.
“Between August 2011 and January 2012, some websites in our sample have seen a doubling of mobile traffic with several now registering over 20% mobile penetration. Our top site generated 24.2% from tablets and smartphones.”
The study took data from 10 UK and global travel websites from mass-market to luxury and comprised 2.75 million unique visitor samples. The key findings were:
Mobile web browsing grew 72% in the past six months to an average 17.4% of all traffic surveyed
iOS devices dominated with an average 85.6% share of mobile browsing devices
The iPad has made dramatic inroads into PC territory, adding 12% to its mobile share
Android has dropped in total share
BlackBerry has experienced a melt-down, and Windows is yet to make a mark
Luxury sites show highest mobile penetration
The Nucleus report said one “glimpse of light” for Google’s Android operating system was that it performs better for mass market websites “indicating more demographic strength in price-sensitive markets”.
It adds that Blackberry browsing has “virtually fallen off the chart” concluding that despite the device’s continuing popularity, it is not being used to browse the web. Of the main devices the iPad was the only one to have increased its mobile market share since last August.
Nucleus said, with shipments of tablet computers forecast to grow from 72 million to 383 million by 2017, overtaking PC shipments, retailers cannot ignore mobile devices.
“Providing mobile-friendly web browsing brand experiences is key, especially in the travel and ecommerce sectors, where online conversion is vital for business.
“Smartphone-friendly websites will also be a requirement for many brands, whether mobile-optimised or stand-alone mobile sites with stripped-down content and functionality and smartphone-friendly navigation.”
Source: By Lee Hayhurst on 7th February 2012
“Stunning” growth in mobile web browsing in the six months since August 2011 has raised the prospect we are seeing the beginning of the end of the PC era.
The study, carried out by London-based web agency Nucleus, found while overall mobile web browsing was up 72%, the picture was not equal across all platforms.
However, the clear growth of mobile and the inroads Apple’s iPad has made into PC market share suggest a significant shift away from browsing on traditional computer consoles.
The report - the second six monthly analysis of the mobile sector by Nucleus - states: “Our latest study into mobile web browsing documents rapid growth and suggests much more to come.
“Between August 2011 and January 2012, some websites in our sample have seen a doubling of mobile traffic with several now registering over 20% mobile penetration. Our top site generated 24.2% from tablets and smartphones.”
The study took data from 10 UK and global travel websites from mass-market to luxury and comprised 2.75 million unique visitor samples. The key findings were:
Mobile web browsing grew 72% in the past six months to an average 17.4% of all traffic surveyed
iOS devices dominated with an average 85.6% share of mobile browsing devices
The iPad has made dramatic inroads into PC territory, adding 12% to its mobile share
Android has dropped in total share
BlackBerry has experienced a melt-down, and Windows is yet to make a mark
Luxury sites show highest mobile penetration
The Nucleus report said one “glimpse of light” for Google’s Android operating system was that it performs better for mass market websites “indicating more demographic strength in price-sensitive markets”.
It adds that Blackberry browsing has “virtually fallen off the chart” concluding that despite the device’s continuing popularity, it is not being used to browse the web. Of the main devices the iPad was the only one to have increased its mobile market share since last August.
Nucleus said, with shipments of tablet computers forecast to grow from 72 million to 383 million by 2017, overtaking PC shipments, retailers cannot ignore mobile devices.
“Providing mobile-friendly web browsing brand experiences is key, especially in the travel and ecommerce sectors, where online conversion is vital for business.
“Smartphone-friendly websites will also be a requirement for many brands, whether mobile-optimised or stand-alone mobile sites with stripped-down content and functionality and smartphone-friendly navigation.”
Source: By Lee Hayhurst on 7th February 2012
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