Mobile Magic. Make Wishes come True. Now! Rajesh Jain. MD, Netcore Solutions. Blog:

Transcription

1 Mobile Magic Make Wishes come True. Now! Rajesh Jain MD, Netcore Solutions Blog:

2 Mobile Marketing is growing to be the Next Big Thing Mobile Invertising Mobile Advertising Internet Advertising 2

3 Think of Mobiles as Interactive Billboards in the hands of every consumer Media Attributes Largest Distribution Platform Always-on Always Available Two-way Immediate Targetable Location-aware Rich Media Personal: It s Me! Social: Insta-sharing Youth-friendly Multiple Touchpoints SMS WAP (Mobile Internet) Voice MMS Video Games User Response SMS Phone Call URL Click 3

4 Mastering the New Lexicon: E for Engagement, R for Relationship M Mass Media Moments P Push Permission Personalised N New Now Near S SMS Search Simple 4

5 Advertising Invertising Invited Advertising 5

6 2 Flavours of Mobile Marketing for Customer Acquisition & Retention Mobile Advertising Info tagged to Content Use for Brand Awareness, Message Reinforcement and Customer Acquisition Mobile Invertising Info packaged as Content Ideal for Customer Engagement and Deepening Relationship 6

7 Customer Retention Mobile Invertising 7

8 Invertising Delights Customers TIMES NOW Sent: Aug 11, 10:26 am India wins first ever individual gold. Abhinav Bindra creates history at the Olympics. Catch the breaking news story on TIMES NOW. FABINDIA Sent: Aug 29, 5:31 pm Fabindia announces the launch of its hand-crafted Jewellery collection! Available NOW at Nirmal Lifestyle, Mulund. Please pass on this exciting news to family and friends. MERI SAHELI Sent: Aug 16, 12:30 pm BEAUTY TIP Maximise your festive look by wearing dark, deep contrasting colours on the eyes and lips. Include gold, copper and silver liners in your make up. WESTERN RAILWAY Sent: Sep 6, 9:15 am Jumbo Block between Mahim & Mumbai Cntrl from to hrs on 7 Sept on Up & Dn Fast Lines. During block all fast line trains will run on slow lines on block sect. 8

9 Invertising: an Always Available Hotline to a Brand s Customers Target top 20% of customer base Most Profitable and most vulnerable to competition Build a hotline so that they see you daily Provides greater control of the conversation Content Array of Products and Services from your company Be the First to Know Special Offers Opinion Polls, Surveys, Feedback Just Rs 2 per customer per month for this hotline 9

10 Customer Acquisition Mobile Advertising 10

11 Types of Ad Campaigns Top-of-mind activity Interactive campaigns Click-to-SMS/Call/URL Voting campaigns Download applications Story-board campaigns Focus on Combining Reach (Awareness) and Response (Direct) 11

12 Ads that can Convert FSTR Generate Response Reply with multiple messages Examples HUL Pureit Colgate Maxfresh 12

13 Case Study: HUL s PureIT HEALTH: Trim ur tummy. Eating Almonds every morn helps burn fat. Ad: GET FREEDOM FROM MAJOR WATERBORNE DISEASES AT RS 1800 sms START PUREIT to From: HUL PUREIT Thank you for showing interest in Hindustan Unilever's Pureitthe most advanced in home water purifier, only at Rs For queries call on To stop, sms STOP PUREIT to Day 1: 5PM From: HUL PUREIT Get freedom from hassles of boiling with Hindustan Unilevers Pureit-which gives you as safe as boiled water, only at Rs For queries call Day 2: 5PM From: HUL PUREIT Save on gas & electricity cost by switching to Pureit which gives as safe as boiled water without gas & electricity, only at Rs For info call

14 Case Study: Colgate Maxfresh PREM: Andherome Shama Jalye Rakhna Subah Hogi Zarur! Bus Mahol Banaye Rakhna Ad: FOR 10 COLGATE MAXFRESH MAXASAR TIPS ON LOVE, sms START ASAR to Day 1, 5 pm From: COLGATE TIP 1. Going up to someone is half the battle. Make your MaxFresh Max Asar by getting to know the person. Once you're friends, you'll be more confident. From: Colgate Welcome to Colgate MaxFresh MaxAsar daily tips on dating and love! You will receive 10 exciting Max Asar tips. To stop these messages at any time, sms STOP ASAR to Day 6, 5 pm From: COLGATE TIP 6: A good conversationalist is hard to resist! Show your woman some MaxFresh Max Taazgi in your conversation, by discussing her interests and dreams. 14

15 Ready? 15

16 A Sunrise Industry Rs 1,000 cr in 2 years 16

17 Mobile Marketing is a large greenfield opportunity Market Penetration in 2 years (500 million base) Potential Consumption per month Ads on SMS Channels 25% = 125 million subscribers Ads on Mobile Sites 100 SMS 100 pages Total Available Inventory 12.5 billion 5 billion CPM Rs 50 Rs 50 Sell-through (Fill Rate) 40% 33% 10% = 50 million users Money Opportunity Rs 25 crore / month Rs 8.3 crore / month Annual Opportunity Rs 300 crore Rs 100 crore Mobile Invertising 50 million customers * 10 relationships / person * Re 1 per relationship / month (paid by businesses) = Rs 50 crore / month Rs 600 crore annual opportunity 17

18 Mobile Marketing: Ready for Take-off! A Medium like nothing that s come before Think Creatively; Think out-of-the-box Brands can cut through the clutter go 1:1 Early Experiments done ; ready for Prime-Time Audience is there waiting in millions! Business Opportunity: Rs 1,000 cr in 2 years 18

19 Subscribers in Millions 3.7 million subscribers 4% of India s SMS Traffic Avg. Subscriber age is 25 79% belong to SEC A and B 75% read every SMS received 50% forward messages 40% seen ads; 30% of them acted advertisers; 200+ campaigns Time in Months

20 Be the Genie and Make the Magic Happen!