One big question facing mobile as a medium today is how marketers should approach the platform to see value in their communication activities. At present, marketers at an average spend anywhere between one to five per cent of their advertising budgets on mobile. Given the time spent and device penetration numbers, the number is lower than expected. Mobile specialists however believe that as marketers see more success stories coming on the back of mobile, the ad dollars will also increase.
Mobile’s Three Pillars for Prudential
Sean Rash, Regional Director, Brand and Corporate Affairs, Prudential Corporate Asia, who has worked on both sides of the fence – the agency side and the marketer side – is of the opinion that the mobile marketing opportunity is clear. Stressing that Southeast Asia is the sweet spot for mobile, he pointed out three pillars that helped Prudential in gaining more out of mobile.
The first for Mr Rash, according to his address at the MMA Forum in Singapore, was Access. “We kept our approach very simple, when it came to Access, and made sure that all of our websites were not just ‘mobilised’ but we began moving to mobile sites,” he said.
Mobile medium’s next pillar was Utility. “The amount of work that can be done ranges from lead generations to point of sale. But it is important to leverage the functionality of the phone. When you do that, and you are able to brand that utility, it is a powerful area to make the connection,” added Mr Rash.
The final point is ‘Engagement’. For Prudential, corporate social responsibility was an area, where the company was able to utilise the advantages of mobile as a medium, and see tangible ways in which the brand resonated with its consumers.
While these were the points that ensured mobile was making it to the front of the queue for Prudential, for McDonald’s the reasons varied from creating instant creation to building brand experience.
Now, Tao, Wow
Speaking at the MMA Forum in Singapore, Daniel Lee, Director of Digital Projects, APMEA, McDonald’s said, “For us, mass media has been a large portion of our activities, and has been successful too. But we know our consumers are changing dramatically. Their behaviour patterns from what and how they prefer to eat to the way they interact or consume media – everything is changing. Hence, we are also changing from being a mass marketer to becoming stronger on mobile because mobile has impacted a consumer’s lifestyle in more ways than one.”
Mr Lee’s three-point mantra on why mobile marketing works for a marketer such as McDonald’s begins with ‘Now’. Mobile can help lock immediacy for consumers on the move. You can target them just about anywhere,” said Mr Lee.
He added, “And after that, it is the ability to connect digital world with physical to create stronger customer engagement. That leads to what we call, the ‘Tao’ factor, which is our second point.”
Finally, the third reason for McDonald’s was mobile’s ability to create the ‘Wow’ factor, which is powerful to creating brand experiences.
Me Lee summarised, “Designing the customer journey with real time participation and content via mobile is a critical success factor for a campaign. Customer journey is not linear, so creating multiple journeys through the brand is important. Mobile enables you to create micro interaction deposits, which together add up to create a long-term, ongoing connection with the brand.”