Inside the Minds of Mobile Marketers in China -Unilever &ampamp; PHD.pdf

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1、Dialogue:InsidetheMindsofMobileMarketersinChina-whatismobilizingthemandhowtogetthemtospend¥¥withyou1INSIDETHEOFINCHINAWhatismobilizingthem,andhowtogetthemtospendwithyouDavidPorterNishthaMehtaMediaDirector,NorthAsiaConsultingPartner22013YesterdayFittobrandSimpler•2

2、014TodayComplexFittoconsumerOpportunityisbiggere.550+mm104mins100minsMobileinternetuser74mins430+mmDesktopinternetuser270+mmLaptopinternetuserOutof5.8hoursdailymediaconsumptionsSource:CNNIC,2014DecisionFuel,Jan2014MOBILEMOBILEECOSYSTEMCONFUSINGANDCHAOTICSource-Mat

3、tTurck(@mattturck)andShivonzZills(@shivonz)8SOCIALSOCIALLANDSCAPEMORECONFUSINGANDCHAOTICSource-MattTurck(@mattturck)andShivonzZills(@shivonz)9DATADATALANDSCAPEEVENMORECONFUSINGANDCHAOTICSource-LUMAPartnersLLC201410MOBILESOCIALDATAMOBILE,SOCIAL,DATAMISSIONIMPOSSIBL

4、E?Source-MattTurck(@mattturck)andShivonzZills(@shivonz)

5、/LUMAPartnersLLC201411HowdoInavigatethismadness?Whatdoyoureallywant?HowdoIfindmybigbets?Howcanwehelpyoubetter?MarketersAgencies,Publishers12•InpartnershipwithInsidethemindsofMobileMarketersWhatismobilizingthe

6、m?22ChinamobilemarketerssurveyedJuly15-252014Mobilespends-%ofmydigitalspendsTodayInnext12months48%52%72%marketersmarketersmarketersinvestinginvestingwanttomorethanlessthansignificantly11%11%increaseQ:What%ofyourtotalChinainteractivemarketingbudgetisdedicatedtomobi

7、lemarketing(2014)?Source:WFAsurvey,PHDChina&OMDChinaclients,July2014What’smyChinaGlobalApproach?4%20%Mobileapriority;wellintegrated35%57%Strategicvision;tacticaluseNostrategicvision;testandlearn45%39%Q:Whichofthefollowingsentencesbestdescribeshowyourcompanyapproac

8、hesmobilemarketing?15Source:WFAsurvey,PHDChina&OMDChinaclients,July2014INCREASEWhydoIENHANCEinvestinEXISTINGCONSUMERMobileCAMPAIGNSENGAGEMENT&vsotherEnhanceexistingcampaignsDIALOGUEmedia?74%CREATEEXCITEMENT74%WITHINNOVATIVETACTICS68%PROVIDEBETTERDRIVEAUDIENCESTRON

9、GERTARGETINGRESPONSEPlace,Time(coupons63%clicktocall)47%ENHANCEDMYCUSTOMERRELATIONSHIPSTRATEGYQ:WhicharetheMAINREASONSyouinvestinmobile63%vsothermedia?(