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The Entrepreneur Speaks: Strategies to Create Effective Mobile Campaigns – Part 3

Entrepreneurs.my in collaboration with Rice Comms of Singapore bring to you ‘The Entrepreneur Speaks’ series, where we will be interviewing successful entrepreneurs and chief executives for the fast growing companies in ASEAN. This week, we have, Kerstin Trikalitis who is the CEO of Out There Media, the international leader in Mobile Advertising. She is one of the most influential figures in the global mobile advertising sector and has previously held leading management positions in international companies.

 

1.      You as an expert and an entrepreneur in this mobile advertising would have seen, giants like Unilever, P & G and Nestle effectively use mobile advertising – Can you share with us, any top 3 strategies that they have used well in their campaigns that set them apart from their competitors?

Across the board, we have seen campaigns that inject an overt call-to-action messaging in their campaign to succeed well and help achieve the desired goals.

In the case of Out There Media’s customers, we notice three brands engaging with their potential customers by getting them to respond to a poll/survey by replying to the SMS, with the chance to receive free samples of their products, or win attractive prizes.

In an SMS campaign for personal care product ‘Close Up’, Unilever leveraged a tie-up to promote the Taylor Swift concert in the Philippines. Through the campaign, audience was encouraged to respond and find out how to win 70 pairs of tickets to an upcoming Taylor Swift concert. They were also directed to the brand’s Facebook page.  The response rate for a two-day campaign was 16%.

P&G also ran a campaign for the hair care brand, Pantene, in which it required their target audience, who are female adults in Jakarta, to share their hair care concerns in response to the SMS that they received.

Those who responded to the SMS received a reply from the advertisers on suggested Pantene products which can be used to address their hair problems. The campaign garnered a response rate of 21.4%

In the example that we gave for Nestle Cheerios’ campaign earlier, Nestle adopted the same strategy in engaging customers via information on their promotions. From the first round of their campaign, Nestle managed to get 42% of those who clicked through to sign up with their Dear Nestle club.  Nestlé’s mobile campaign did not stop there.  They sent another reminder SMS to their customers again, and this helped increase their membership by another 34%.

These examples highlight a successful strategy in mobile advertising, which is proven successful by big brands. Engaging content with call to action for consumers   often generates response from the customers, contributing to the success of the campaign.

2.      Let’s dive into the minds of the consumers – What are the top trends and consumption habits for mobile advertising among:

a)    Working Adults

A report by independent research company, BuddeComm, found that the developmental effort in the telecom sector in Malaysia has been led by a booming mobile market with 37 million subscribers and a penetration approaching 130% coming into 2012. As of March 2012, Malaysia’s population of almost 29 million people had a mobile telephone penetration of 129%. Those between 25 to 39 year olds have the highest levels of smartphone ownership at 92%.

This generation “grew up” with technology.  They also have the knowledge and purchasing power, as compared to the youths (mostly students who lack purchasing power) and the Gen X, who may not be as tech-savvy. This generation makes up the biggest part of online shoppers because they are always on the go and are in line with the latest mobile technologies.  This generation has their own quirks and values, and marketers must realise that to be able to “connect” with them.

b)    Youths (Students in general)

Youths/students are very tech-savvy, but they do not possess the same purchasing power as the working adults.  Even if they have the latest mobile devices, they may not have the money to shop online, or are even legal to do so without parental permission.

c)    The Gen X (Who may not have grown up with mobile devices)

The Gen X, although with huge purchasing power, would rather purchase their items in-store.  Many are not as obsessed with the latest mobile technologies as their younger counterparts.

These baby-boomers often get most of their tech knowledge from their kids, who belong in the first two class of population.  They understand the importance and convenience of being mobile, but it takes those longer to warm up to the idea of performing routines like banking and shopping on their mobile devices.

 3.      Can companies actually measure the ROI for every investment that they put in for Mobile advertising? If so, how would they measure it? Any practical examples?

In mobile advertising, the success of the campaign is normally measured by the response and conversion rates that the campaign generates.

In the example of Out There Media’s customers, for example, brands determine the effectiveness of their campaigns based on the response is generated from the first wave of SMS ads sent to subscribers. In turn, once the level of engagement has been achieved, we also determine the level of conversion that the SMS ad is able to generate. This enables the advertiser to assess performance from impression through to conversion and to establish their cost per conversion.

One example that we have is a mobile ad campaign run by one of our customers, HSBC.  The “HSBC Red MasterCard” campaign is one of the first campaigns that Out There Media implemented with its partner Globe Telecom in the Philippines. The goal of the campaign was to drive uptake of HSBC’s women’s credit card by offering complimentary shoes as rewards to consumers who signed up for the card. The SMS opt-in campaign received 40.1% response to the initial key message and 36.3% provided their personal details during registration. The campaign garnered a significant conversion rate of 14.5%, being recorded as one of the most successful campaigns that have blazed the trail for mobile campaigns in the Philippines.

To be continued next week for Part 4 – Behind the Minds of the Mobile Consumers! How to Craft Engagement Strategies that Fit the Modern Mobile Customers

### Special Thanks to Kerstin Trikalitis, the CEO of Out There Media Pte. Ltd. for sharing her thoughts on the mobile industry ###

About The Entrepreneur;

Kerstin Trikalitis is the CEO of Out There Media, the international leader in Mobile Advertising. She is one of the most influential figures in the global mobile advertising sector, being responsible for the company’s growth across markets in Europe and Asia. Kerstin has over 12 years of experience in the mobile industry, where she has previously held leading management positions in international companies.

About the Company: Out There Media Pte. Ltd.

Out There Media is the global leader in Mobile Advertising. The company is headquartered in Vienna and has subsidiaries in Dusseldorf, Singapore, New York, Moscow, Kiev, Athens and Sofia. Today Out There Media has partnership agreements with 40 mobile carriers across Europe and Asia, reaching approximately 500 million subscribers via its multi-channel mobile advertising marketplace, Mobucks™. Mobucks is a cross-carrier, cross-advertiser marketplace that matches demand and supply for advertising over mobile telephones. Out There Media enables carriers to monetize their inventory, advertisers to engage with their audiences in a targeted and effective manner, and consumers to enhance and improve their everyday lives. The company’s website can be found at www.out-there-media.com.