Understanding The Connected Southeast Asian Consumer - 2020 Mobile Marketing Handbook
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Mobile Marketing Handbook – SEA, 2020 Understanding The Connected Southeast Asian Consumer 2020 Mobile Marketing Handbook
Mobile Marketing Handbook – SEA, 2020
Table of
Contents
02 03
THE DIGITAL THE PARADIGM
LANDSCAPE IN SHIFT WITH THE
SEA CONNECTED CONSUMER
• Understanding the • Mobile Commerce
Connectivity Paradigm • Entertainment
• The Booming Internet • Mobile Banking
Economy
• The Connected
Consumer of 2020
04 05
01 THE 2020 VOICE OF THE
MARKETER
WINNING THE CONNECTED
CONSUMER: MOBILE
MOMENTS OF TRUTH
INTRODUCTION
Mobile Marketing Handbook – SEA, 2020
Mobile Marketing Handbook – SEA, 2020
Foreword
Southeast Asia witnessed a transformation like no other in the last decade.
Punching above its weight, the region is home to one of the world’s most
dynamic internet economies, offering convenience to consumers at an
unprecedented scale. The average Southeast Asian user spends more than
74% of their time on their smartphones when compared to their American counterparts,
making them a highly connected, highly mobile user base. This transformation led by the
internet economy has been most significant in 3 key categories:
mCommerce: With an explosion of home grown apps, Southeast’s commerce
landscape has been redefined by the app economy. This has been further bolstered by
the round the year demand driven by a diverse population.
Entertainment: The region is fast emerging as a leader in both OTT Streaming Services
and Gaming. Both regional and international heavyweights play a critical role in this
ecosystem.
mBanking: ASEAN has revolutionized the banking ecosystem, with apps solving for last
VASUTA AGARWAL mile connectivity and infrastructure issues bringing on board a critically underbanked
population.
Managing Director,
Asia Pacific As a part of our annual survey of marketers in Southeast Asia, we take a moment to
understand not only the key challenges they face in an ever-shifting digital economy,
but also the untapped opportunities that come with it. Keeping in mind the all
compassing nature of smartphones, we discuss the emergence of a new phenomenon,
the Mobile Moments of Truth.
MobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Introduction
Southeast Asia is one among the fastest growing
regions across the globe, with its digital economy
poised to achieve USD 300 Billion in the next 5 years.
This phenomenal growth can largely be attributed
towards the mobile revolution this region has
witnessed, making way for multiple growth
opportunities, fueling the rise of unique in-app
ecosystems. This transformation is particularly
prominent in three unique categories:
mCommerce, Content, and mBanking. We examine the
shift in these three distinct categories which have
fundamentally altered consumer behavior in
Southeast Asia. As consumer expectations begin to
shift, both brands and advertisers understand that it is
critical to rethink how they communicate with their
customers. We speak to marketers across the region
including industry leaders and understand their
motivations and concerns as we step into the golden
age of the connected Southeast Asian consumer.
Disclaimer: This document was produced by and the opinions expressed are those of InMobi and other sources up to the current date of writing and are subject to change. It has been prepared solely for information purposes over a limited
time period to provide a perspective on the market. Projected market and financial information, analyses and conclusions contained herein should not be construed as definitive forecasts or guarantees of future performance or results.
There is no representation or warranty, either expressed or implied, as to the accuracy or completeness of the information in the report and shall not be liable for any loss arising from the use hereof. InMobi does not provide market analysis
or financial projections.
MobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Digital
Landscape in
South east Asia
Mobile Marketing Handbook – SEA, 2020
Connectivity in
61% GSMA Mobile
65 connectivity index
2018
Southeast Asia = Mobile 68
69% Vietnam Internet
penetration
Today, 90% of users in Southeast Asia access the
internet primarily through their mobile devices. 61%
Connectivity in this region has now Thailand
become synonymous with mobile phones.
65
Given the fragmented geography of the region, mobile Philippines
unites and connects everyone unlike previous 83% Cambodia
technologies have. 66%
Despite several traditional challenges, today the 67
region enjoys a high internet penetration. This has 61
been made possible primarily due to the fast dipping
prices of both smartphones and mobile data .
Malaysia Brunei
65%
Southeast Asia leads in Internet
penetration and mobile connectivity Singapore 85% 62
65%
86
57
56 65 71 %
%
62
Indonesia
Global
SEA
Source: eMarketer 2019
Mobile Marketing Handbook – SEA, 2020
Size of the
It’s a unique, booming 12 Internet Economy
(in USD billion)
Internet economy Vietnam
#5 in m-commerce
The Southeast Asian Internet economy has reached 16
an important milestone. Valued at $100 billion in
GMV across online travel, e-commerce, online media
and ride-hailing sectors, it is expected to triple by 2025. Thailand
#1 mobile 65
This growth is powered by the rapid adoption and banking
increasing time spent on mobile Internet, and a willingness Cambodia Philippines
to pay for online services and products. #8 in
#3 in ride-
66% 7
11 mobile
hailing wallets
Brunei
SEA’s Internet Economy Malaysia
Gross economy value (in USD)
12
9x Indonesia
Singapore #1 m-commerce
#1 ride-hailing
40
2015 2019 2020
Source: We are social 2019, Google Temasek Bain & Company's eConomy SEA 2019 Report
MobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
The consumer
force behind the
SEA CHINA UNITED STATES
Internet economy
Smartphone 58.3 56 85
Southeast Asians spend most Penetration
of their time on mobile, consuming
content and making purchases. It is no
surprise then that investors – both local
and international, recognize Total App
the potential and are eagerly taking Downloads (Bn), 3.5 2.0 3.0
significant steps to harness this Q2 2019
opportunity
As consumers get digitally savvy, they
Time Spent per day
are displaying a higher propensity to try on mobile
new apps across different categories; 4:10 3:19 2:24
internet (hh: mm)
experimenting and aspiring for better
things. With no dearth of options
available to them, either at an app
or brand level, impulsivity in shopping is
Mobile Data Traffic
rising while loyalty is on the decline.
by Smartphone (GB/ 3:6 7:1 7
month), 2018
Source: Sensor Tower | eMarketer
Mobile Marketing Handbook – SEA, 2020
Defining the connected
% of population
62% Under 35 years
Southeast Asian 71%
50% Vietnam % of m-commerce
Internet users
consumer 50%
61%
Thailand
65
Cambodia Philippines
57%
55%
Malaysia Brunei
54%
63 % 65 45%
58%
Singapore
52% 76%
SEA 52%
Indonesia
Source: eMarketer 2019, Nielsen – What’s next in SEA
Mobile Marketing Handbook – SEA, 2020
Understanding the connected consumer persona
MOBILE NATIVES, YOUNGER
OMNI CHANNEL More than 60% are
under the age of 35
90% come online
through their mobile
devices
ALWAYS - ON
ASPIRATIONAL
4 out of 10 high mobile
usage countries are 72% of Southeast Asians
Southeast Asian feel they can buy beyond
their basic needs
Mobile Marketing Handbook – SEA, 2020MobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
The Paradigm
Shift with the
Connected
ConsumerMobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Understanding the mobile era
As the prices of smartphones plunge, and access to mobile data increases, the day to day behavior of the
average consumer in Southeast Asia has dramatically shifted. Some of the most significant changes can
be observed in the following spaces:
M-Commerce Entertainment M-Banking
$
Exploring the mobile Understanding new Decoding new age
commerce opportunity age entertainment financeMobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Decoding the
New-age
M-commerce
UserMobile Marketing Handbook – SEA, 2020
Exploring the mobile commerce opportunity
Mobile commerce has created a definitive impact on how the average Southeast Asian shops today. With apps catering to
users’ unique needs be it apparel, peer2peer, groceries, among countless other categories, consumer behavior has seen
a dramatic shift, especially in the following areas:
Money Transfer 14 68
9 63
Clothes 19 52
28 48
Cosmetics/ Skincare 14 48
46 Of Internet
63%
17
Flights 45 Users in SEA
30
42
use M-
16
Commerce
Footwear 19 39
23 38
Toys 19 33
15 30
Technology (TV/ Ga ming) 26 33
19 30
Furniture 16 29
16 Of e-commerce
51%
25
in SEA can be
Mobile (%) PC (%) attributed to M-
Commerce
Source: Mobile Commerce Southeast Asia Twitter Insights 2019Mobile Marketing Handbook – SEA, 2020
HIGH TRIALIBILITY
With several apps on the market, each
offering better prices than the other, users
are now open to having multiple apps
on the phone
Defining the HIGH IMPULSIVITY
As access to products have dramatically
new-age increased with the tap of a button, users are
now able to make purchase decisions at an
m-commerce increasingly shrinking speed - driving high
impulsivity
User
REDUCED BRAND LOYALTY
Due to the availability of a wide variety of options
and heightened impulsivity, users are no longer
as brand-loyal as they used to be. Brands must
now work hard to build brand loyalty by paying
close attention the shifting needs of their
customers.Mobile Marketing Handbook – SEA, 2020
The rise of the local apps
The Southeast Asian mobile app ecosystem is dominated by local apps in categories of shopping, communication,
ride-hailing and payments. However, among them all, very few have successfully managed to add more services to
truly become Super Apps. The majority continue to offer a single service to their customers.
20
18 Go-Jek
16 Super Apps
14 Conglomerates
12
Niche Players
10
8
6
Tokopedia
4
Touch n Go ewallet Grab SEA limited
2
Lazada
0 OVO Michat
0 10 30 40 50 60 70
20
MAUs in millionsMobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Around the year demand, driven by diversity
The cultural diversity of SEA creates a unique landscape for marketers and retailers in the region. Each month of the
year offers a different reason to celebrate and hence, presents an opportunity for marketers to connect and engage
with consumers. For e.g. in the post Ramadan slump, the Bun Luang festival in Thailand continued to engage consumers
on shopping apps. Similarly in January, while the rest of the region witnessed a decline in shopping activity, Vietnam enjoyed
a heightened engagement on these apps.
4000000 Ramadan
3500000
9/9 12/12 $14B Shopped through
mobile apps in 2018
3000000
11/11
2500000
Growth in m-Commerce
2000000 20% sales by 2020
1500000
1000000
3 bn Time spent in
shopping apps in 2018
500000 hours
0
Time spent in
January April July September
Indonesia Thailand Malaysia
2X shopping apps doub
led in 2018*
Singapore Vietnam Philippines
Source: Priori DataMobile Marketing Handbook – SEA, 2020 The Mobile State of Entertainment
Mobile Marketing Handbook – SEA, 2020
The mobile video consumption explosion
Video is a booming content consumption channel in APAC with OTT video revenues set to overtake North America in 2021
As a region that primarily uses smartphones to connect to the internet, smartphones continue to be the preferred medium to
watch video content. OTT platforms have responded to this unique behavior with Netflix launching mobile only plans in this
region.
Asia Pacific to overtake North America
in 2021
Smartphone Video Viewers 0TT video revenue by region (US
$Mn)
74.8
69.3
62.1
55.5
48.4
23. 25. 27.
20.8
1 6 4
18.
3
2019 2020 2021 2022 2023
2019 2020 2021 2022 2023
NA EMEA APAC Latin America
millions % of populatio n
Source: eMarketer, August 2019Mobile Marketing Handbook – SEA, 2020
The Traditional to Digital transformation
OTT platforms have extended their embrace of a mobile-first strategy by partnering with leading telecom
companies in the region, who have been traditional partners of payTV providers as well.
Singapore Philippines Indonesia Malaysia
Source: Kagan, a media research group with S&P Global Market IntelligenceMobile Marketing Handbook – SEA, 2020
The hybrid video on-demand model
SVOD (Subscription Video on Demand) has made significant inroads in the region with revenues set to reach a
value of USD 390 million by 2023.
Additionally the region is also open to a hybrid model of SVOD and AVOD (Advertising based Video on Demand)
where users pay a reduced monthly OTT subscription for a reduced price
Would you sign up for a monthly OTT subscription with ads
Forecasted subscription revenue from for a reduced price?
video streaming services in Southeast Asia
70%
200
60%
50%
150
40%
100 30%
20%
50
10%
0%
0
Hong Kong Indonesia Philippin es Taiwan Vietnam
2015 2016 2017 2018 2019 2020 2021
Yes Maybe Depending Upon Price No Don't K now
Source: Kagan, a media research group with S&P Global Market IntelligenceMobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
SEA: The future of mobile gaming
Southeast Asia is the fastest growing gaming market across the globe, with a growth of 22% YOY
67% of Gaming Revenue in SEA comes from Mobile
Mobile is the most preferred channel for gaming as compared to PC and console as
observed in the rest of the globe.
Gaming has found a remarkable place in the psyche of the ASEAN population:
the 2018 Asian Games showcased 6 games as a part of its esports events
THE WORLD’S LARGEST FASTEST–GROWING GAME MARKET
$3,304M
67%
Of game revenue in SEA
will come from mobile
Revenues generated by
SEA’s games market in 2019,
$976M
$4.6Bn up +22% year on year
$360M
Mobile PC Console
Source: NewZoo 2019 | ASEAN Post 2019MobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Paging gamers: Gaming across Southeast Asia
Vietnam
Philippines
Online Population
44,700,000
GAMERS IN
Gamers
Thailand 31,400,00
Online Population
SOUTHEAST
Online Population 42,000,000
21,100,000 Malaysia Gamers
Gamers 27,200,00
Online Population
ASIA 14,700,00
21,400,000
Gamers
14,300,00
Indonesia
Online Population
52,600,000
Gamers
Singapore 34,800,00
Online Population
4,100,000
Gamers
2,800,00
Source: ASEAN Post 2019MobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Case in Point: Mobile entertainment owns
eyeballs in Malaysia
9 out 10 users in Malaysia access the internet via their smartphones, making mobile the gateway to
all things entertainment in this nation. As the multiple categories of entertainment continue to mushroom including
video, text based, audio, social media, gaming we take a closer look at the notable shift in 2 of the most popular
categories in Malaysia, video and gaming.
Video Gaming
SEA’s leading regional OTT
Understanding platform, iflix ,with over 17 million
Kuala Lumpur is home to 11
Game Developers
Users subscribers started in Malaysia including: Gameloft and
Codemasters
7 /10 Malaysians who own a 45% of Malaysian mobile gamers
Local Players smartphones use their device are female showcasing a diverse
up the Ante to stream online entertainment gaming audience
Netflix launched their first Sony is set to open its first
Global Players Southeast Asian mobile only plan in Southeast Asian Gaming
Go Local Malaysia Studio in Malaysia in 2020
Source: Yahoo News 2019 | Digital News Asia 2019 | All Correct Games 2017MobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
The Southeast
Asian M-Banking
RevolutionMobile Marketing Handbook – SEA, 2020
M-Banking and Growing Banked Population in SEA
Impact of Banking the Unbanked
Banked Unbanked
financial inclusion $52
% of the population
43
73
$17
The Southeast Asian app ecosystem 57
continues to drive dramatic
27
disruption the need for financial
solutions that catered to the
2014 2017 2019 2030
nuanced needs of the market arose.
Since the infrastructure requirements
of financial Apps were limited, they 5 of the top 12 countries with highest mobile banking
began to help bring on board penetration are SEA, Jan 2019
millions of users who were previously
Mobile Banking Penetration
underbanked / unbanked
driving significant economic change
in the region.
en
es
ey
m
a
K
ng ea
e
Sw d
a
A
re
na
id
U.
P h esi
n
si
US
a
in
po
rk
ed
ila
r
So a y
w
hi
Ko
tn
on
pp
Tu
ld
C
a
a
al
e
h
Th
or
Source: World Bank Global Findex, 2017
ili
d
Vi
M
ut
In
W
Si
The ASEAN Post, Jan 2019Mobile Marketing Handbook – SEA, 2020
Mobile-driven cashless Mobile payments in SEA(in billions of dollars)
economy
While most of these apps started out primarily as an infrastructure
lever for mCommerce transactions, these apps have come into
their own to offer more services and solutions to the people. These
include:
Remittance Lending Insurance
SME funding Banking
(Trillion RMB)
307.2
SEA Consumer Payments (GTV,
PC Third-Party Payments
$8) 229
144
Mobile Third-Party Payments 165.9
e-wallets
1100
22
Digital Payments 98.7
600 58.8
39 45.4
2300 Cons umer Payments 26 32.3
11.912.2 19.9
2.2 0.1 3.7 0.2 5.4 1.2 8.1 6
1,400
2011 2012 2013 2014 2015 2016 2017 e 2018 e 2019 e 2020 e
2019 2025
Source: Accelerating Financial Inclusion in Southeast Asia with Digital Finance | 2017
Digital Banking in ASEANMobile Marketing Handbook – SEA, 2020
The evolution of finance apps in Southeast Asia
Super Apps Traditional / Pure Fintech Cryptocurrency Commerce
Digital Banking Extension
The financial Leading Banks across The rapid evolution of Among the most Nontraditional players
services offered the region have financial apps have led disruptive financial have also made the
by Superapps became
recognized to tremendous inclusion technologies foray into financial
a natural extension of
the importance of driving adoption among are blockchain and apps to solve for
their exhaustive value
proposition and mobile as a channel both the unbanked cryptocurrency. In the nuances that they
became a critical and have embraced and underbanked. response to the might face on a day
factor in their journey of apps as a critical Be it peer to peer need of the region, to day basis, making it
building a medium in offering transactions, cryptocurrency a natural extension to
360-degree app their customers payments, loans, or apps have found a their business as usual
ecosystem a variety of options insurance, these viable place in the model
when it comes to apps cater to the day to rapidly evolving
instant payments and day needs of the financial
fund transfers. average consumer app ecosystem
seamlessly.MobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Vision 2020: The
Voice of the
Marketer
In a world where trends are constantly
changing, it can be tough for brands to keep
up. The 2020 Voice of the Marketer is a research
study conducted to better understand marketer
sentiments across verticals. We surveyed
56 Southeast Asian marketers and conducted
in-depth interviews with 12 industry leaders to
comprehend the biggest challenges that
marketers face today. We also reveal the top
marketing trends which in their opinion will
dominate the coming year.MobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Facing the Headwinds
Southeast Asia is a truly mobile-first region. With
rapidly growing internet connectivity, consumer
Lack of 360 degree view of behaviour isevolving rapidly and fuelling the dynamic
51% mobile in-app ecosystem.
the customer
As more apps crop up and existing apps offer more
Inefficient attribution services to retain users, consumers are spending more
31% time on their mobile devices experimenting and
solutions
consuming content at an exponential level.
This has left marketers hamstrung even in an age of
Lack of real-time insights on data overload. The disconnectedness of data makes it
24% harder to derive a cohesive view of the consumer,
consumers
complicating the already complex consumer journey. The
lack of trusted third-party data and inadequate
first-party data leaves them with little insight into the
Ineffective measurement and consumer's journey on mobile devices.
21%
verification solutions
In such a world, marketers are hard-pressed to
deliver personalized experiences, a desperate need of the
hour to elevate the consumer-brand relationship.
Inability to deliver
17%
personalized experiencesMobile Marketing Handbook – SEA, 2020
Marketers need to create an
agreeable digital experience that
redefines the data value exchange
between consumers and brands
Here in Asia, we have made the acquisition and use of first party
data a clear priority. That’s quite a challenge, given the multitude
of platforms and channels used by Unilever brands.
Of course, we make every effort to be GDPR-compliant
everywhere. But acquiring data legitimately is just table stakes. It
doesn't mean much to the person whose data you have
acquired if he or she does not believe that the data are being
used correctly or if it's not the relationship they feel they signed
up for.
So, we are working hard to develop a better understanding of
what makes for great value exchanges during data acquisition.
The best exchanges should feel fair and be a positive consumer
experience. So any communications which follow should feel
DAVID PORTER relevant, based on the expectations built up during the initial
VP GLOBAL MEDIA – ASIA PACIFIC AND AFRICA, exchange. We want value exchanges that work for people as well
UNILEVER as for brands.Mobile Marketing Handbook – SEA, 2020
Delivering the right message to the right
user continues to be a struggle in the
age of disconnected and siloed datasets
Everyday consumers interact with tens of apps performing
various activities seamlessly through the day, generating large
amounts of data on different platforms. However, through it all,
the majority of data resides with a select few players who have
insight into who the consumer is, what they do and where they
are in the consumer journey. Hence it has become harder for
brands to identify the right attributes for the right consumer and
ascribe intent so as to definitively reach and engage them with
the right message. Furthermore, when leveraging third-party
data, marketers often struggle with the value and veracity of it
as the data can be dated and not representative of the specific
components brands are looking for. This delivers less than
precise marketing campaigns that often lack true detail around
them, limiting their targeting capabilities. Without knowing what
the consumer struggles with, it makes it especially difficult for
brands to tailor and deliver appropriate level of content at the
right time losing many precious potential moments of
SILAS LEWIS-MEILUS serendipity.
DIRECTOR, HEAD OF MEDIA - APAC
GSKMobile Marketing Handbook – SEA, 2020
The power of first-party data is far-
reaching, helping brands stay
ahead of the consumer trend curve
In today’s world, consumers are the trend setters evolving
quickly and thus making it harder for brands to cope with the
changes. As consumer behavior and shopping lifecycles
change, consumers are increasingly paying more attention to
the brands and their ethos, and not just the price. No
doubt brands must have a clear and deep understanding of
their consumers to be able to speak their language across
channels to truly engage and connect with them. This deep
understanding of the consumer can only come from accessing
and owning first party data of their audiences. This
allows marketers to better segment and explore their
consumer’s behavior while being able to identify any changes or
anomalies that could lead to new trends. Samsung has the
advantage of owning vast 1st party data from both online and
offline channels which gives it great insight into the smallest
user cohort thus enabling us to build effective marketing
strategies around it. This minimizes wastage of resources when
ABHISHEK GROVER marketing to consumers. However, most brands continue to face
challenges in accessing and owning data of their brand. New
REGIONAL DIGITAL MARKETING HEAD – innovative pathways must be created if one wishes to remain
SMARTPHONES (SOUTHEAST ASIA & OCEANIA) relevant to their consumers in the future.
SAMSUNGMobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Riding the Waves
Customer Journey Mapping 59% Southeast Asia has been quick to adopt
digital technologies, especially mobile in the last decade.
Today, three in four consumers have access to the internet
and are increasingly consuming digital services and
products everyday.
Delivering Personlized Experiences 44%
Growing consumption is redefining consumer
behaviour and their preferences, fuelling innovation in the
Achieving a 360 degree view of the mobile ecosystem. The landscape remains highly
37% competitive with local and global players competing for
customer the users time and money.
Hyper-local outreach In a bid to further their share of time, marketers will push
24% the envelope to deliver personalized experiences that
resonate with consumers in their moment of need. In order
to achieve this, marketers must re-evaluate their strategies
on Super Apps in particular. These apps offer marketers a
unique opportunity to connect beyond just commerce and
Rise of the Ecosystem Players 24% truly inform and engage them through their entire journey.Mobile Marketing Handbook – SEA, 2020
Super Apps offer marketers a unique
opportunity to harness rich data sets
and truly deliver native, personalized
and timely experiences
The emergence of Super Apps is not surprising in mobile-first
Southeast Asia. The growing consumer base expects immediate,
seamless access to content, products and services. As more
services are being integrated into a single app,
consumer behaviour is changing - consumer loyalty increasingly
depends on who offers a more convenient and relevant
experience. With added ease of payments that offer a seamless
experience to consumers, Super Apps are becoming increasingly
popular. As a consequence the data collected from these apps
offer valuable consumer insights, as each user profile becomes
increasingly layered and rich. The large user base on these Super
Apps means these rich datasets can be used to create
more effective experiences and targeting. By harnessing the three
elements of data, platform and algorithms effectively, marketers
can better leverage the apps to deliver more meaningful, timely
and relevant content. However, as more apps embark on their
Super App journey, the competition to capture and sustain
EKA SUGIARTO the users attention will intensify, leaving marketers to innovate and
develop new strategies that provide non-disruptive, personalized
HEAD OF MEDIA – INDONESIA AND SEA
experiences that leverage the wealth of data generated.
UNILEVERMobile Marketing Handbook – SEA, 2020
Brands need to adapt their
marketing strategies to deliver
more cohesive and sparkling
experiences to their customers
One of the big impacts of the mobile-first, hyperconnected era is, what we are
calling, the Digital Paradox. One the one hand, we have new and evolving
media channels, often held in the palms of our hands, creating newer and
newer opportunities. On another hand, the deluge of digital touchpoints will
make it more difficult to connect with consumers, making it more difficult to
build brands. To capture the user's attention in the first few seconds, to
entertain them, to create value for them has become exponentially harder for
marketers. This is driving them to search for innovative strategies. One of the
answers lies in making the shift from thinking content to thinking “experiences”.
When brands start delivering sparkling experiences that are delivered in way
that is native to the environment or channel, without disrupting the ongoing
experience, it will start creating meaningful and deeper memory structures.
Every digital platform is unique in the engagement opportunity it offers
consumers. Marketers can no longer rely on taking content constructed for a
different platform and plug and play it into another platform with minimal
changes. Mobile as a medium needs a lot of attention. We will have to treat the
Browser environment, In-App Environment, Facebook, Instagram, Tik-Tok,
SUDIPTO ROY Twitter, Amazon and Lazada as unique environments and design for it. While
this cannot be achieved overnight, brands will have to work towards creating
MANAGING DIRECTOR – MEDIA & DATA this new reality that will lead to more effective campaigns and ROI in the long
MINDSHARE run. Eventually the marketer-agency-publisher eco-system will be able to
convert this into repeatable models that work for categories and brands, better
than today.Mobile Marketing Handbook – SEA, 2020
Gamifying the user experience is
a great way to engage and entertain
the consumer while keeping them
informed
Games are universally appealing and often provide a much-
needed stimulation to the human mind. Incorporating elements
of gaming into the user experience delivered by the brand can
often garner great rewards. Through their shopping journey,
especially in the beauty segment, consumers are always keen to
better understand how a product will look and feel on them. This
need usually takes them away from their online journey and into
the store to try, touch and feel the product. By gamifying the
experience online, brands can create experiences where
consumers can "try on" the product to get as close as an in-
store experience. Such an innovative 360-degree experience is
bound to boost consumer engagement with the brand and
positively impact other brand metrics
VIKSITA SINGH MENON
HEAD OF MARKETING, CONSUMER PRODUCTS
DIVISION, SINGAPORE
L'OREALMobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Conclusion
Decoding the Mobile
Moments of TruthMobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Mobile Moments of Truth
Understanding
the Shift
Research Zero Consideration at
While traditional marketing frameworks Moment point of purchase
may have enjoyed a linear model, rapid of Truth
digitization has led to massive disruption in
the consumer journey. Consumers have First
shorter attention spans, which when paired Moment
with hyper connectivity results in a collision of Truth
of moments. Users today might consider
first, then research, advocate next and then Second
make a purchase. Or, these might happen Moment
simultaneously, leading to a possibility of of Truth
countless permutations of the new
consumer journey. In order to stay relevant Third
in these changing times, marketers need to Moment
make room for The Mobile Moments of of Truth
Truth Customer Advocacy
ExperienceMobile Marketing Handbook – SEA, 2020
Defining Mobile Moments of Truth
Mobile Moments of Truth are defined by the following characteristics:
Non-Linear Simultaneous Transient User Personalized
States Experiences
The stages between While shopping journeys As connectivity continues With increased connectivity
awareness and purchase previously could be to increase at a breakneck comes great opportunity as
are varied while often no distinctly separated as speed, the length of brands have multiple
longer being linear. unique phases, today purchase cycles have avenues to leave a lasting
Customers might start an these stages often drastically reduced. This is positive impression on
activity on one medium, overlap leading to a largely due to the ease of consumers. Personalization
continue it on another collision of moments. consumption enabled by is a key lever that customers
channel and make a connectivity - be it increased expect when interacting with
purchase via an entirely access, increased options, brands.
separate medium. improved payments.MobileMarketing
Mobile MarketingHandbook
Handbook –– SEA,
SEA, 2020
2020
Driving Real-time Action with Real-time
Insights
Southeast Asia is a small but mighty region brimming with
untapped opportunities. Rapid urbanization and digitization is
driving demand for solutions in areas such as m-commerce,
m-banking and internet of things. This has significantly impacted the
consumer journey, changing forever how consumers interact and
engage with brands.
The consumer journey is hyper-connected creating multiple
simultaneous moments of truths that are non-linear and transient.
Brands have a unique opportunity to engage consumers at these
multiple touchpoints offering a personalized experience that can
create a lasting impact.
In order to make the most of mobile moments of truth, it is critical for
marketers to drive real time actions with real time insights. As we enter
the golden age of data, marketers must leverage this resource
RISHI BEDI responsibly by understanding consumer expectations in real time to
VP & BUSINESS HEAD – JAPAN, KOREA AND engage and delight consumers with experiences they not only have to
SOUTHEAST ASIA, INMOBI come to expect, but beyond.Mobile
MobileMarketing
MarketingHandbook
Handbook –– SEA,
SEA, 2020
InMobi Marketing Cloud
InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to
mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected
consumers.
Understand Engage
& Identify & Acquire
Powered by
Mobile Intelligence ● Transparent ● Always On ● IntegratedMobile Marketing Handbook – SEA, 2020
About InMobi Group
InMobi Group’s mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across
advertising, marketing, data and content platforms are shaping consumer experience in a world of connected devices. The group's
portfolio companies include InMobi Marketing Cloud, TruFactor - a Secure Data Platform for businesses, and Glance - the world's
first Screen Zero. InMobi Group has been recognized on both the 2018 and 2019 CNBC Disruptor 50 list and as one of Fast Company’s
2018 World’s Most Innovative Companies. For more information, visit inmobi.com.
Driving Shaping Building
Industry Consumer global thought
Innovation Experiences leadership
Ranked 3rd among World’s
Top 10 Innovative Companies
2018 CNBC 50 50 Disruptive
Disruptor List CompaniesYou can also read
