Digital Asia Festival 2012: Moving mobile from 'why' to 'how'

Despite Asia-Pacific's high mobile penetration, which is expected to reach 90 per cent by the end of 2012, nearly 80 per cent of the region's top advertisers still don't have a mobile-friendly website— and the gap is widening, Seckold said on the opening day of the festival.

“Part of the reason is the increasing complexity — partly created by the agencies themselves — in an attempt to reassure clients that they've got things handled,” he observed. “The truth is this method is paralysing and scaring advertisers.”

It's time to simplify mobile and take action, continued Seckold. “We have to think about the future and how we target the next generation.”

Seckold shared 11 points that brands should consider when looking to develop a mobile strategy:

1. Establish a role for mobile in an integrated channel strategy

It's important for marketers to know how and where to use mobile to get consumers to discover, get involved, to act on and share the brand, said Seckold.

One app that succeeded at this, said Seckold, was Axe 'Get the angel', developed by Mindshare Thailand for Axe Provoke. The app got young Thai men tracking down virtual-reality angels in different spots around Bangkok, 'capturing' them and collecting the angels on their phones. The location-based app was linked to their Facebook pages. When a location hit 10,000 captured angels, Axe brought the promotion to life with a troop of 'angels' at the area, giving away free samples that helped boost sales.

2. Mobile should and can connect all channels

As noted at CASBAA 2012 last week, broadcasters are increasingly tying their TV viewership with their online fanbase. “Programmes are also monitoring the amount of chatter going on socially while a show is running,” said Seckold. Mobile is also linked to point-of-sale, exemplified by Cheil Worldwide's virtual pop-up store for Tesco, he added.

3. Create experiences that are useful and add value to consumers

Mobile engagement should be entertaining, social, local and/or useful. “The ambition is to live on the homescreen of your audience's phone,” said Seckold. “It's about creating interest that goes beyond the campaign.”

Commonwealth Bank Australia for example, took its home-loan promotions a leap further with its property guide iPhone app. The augmented reality enabled app allowed home owners to compare property prices, just by scanning the prospective purchase with their phones.

4. Encourage user engagement

“Don't just think about the campaign idea, give them a reason to log into you everyday,” said Seckold.

Heineken's champion's league managed just that, he said. The app allowed users to keep track of scores and gain social currency by “betting” on the outcomes of live matches.

5. Location

Location helps increase relevance and engagement. A clear example of this was the Lynx Stream mobile platform. The app/platform (also by Mindshare) allowed users to create 'moments' or 'events' online by capturing and collecting tweets, videos, pictures and check-ins that friends invited to the event app post around a party or outing.

6. Integrate across screens and other formats

Just because today's conversation revolves around digital, don't forget traditional media, said Seckold. Mobile can connect these communications and make them more interactive.

Team Nike China (which involves Wieden+ Kennedy, Razorfish, AKQA and Mindshare) built the Nike Greatness campaign around the Olympics. The campaign stretched across China's social-media networks, reacting in real time to results, integrating the TV broadcasts with social media. 

7. Extend online and search across mobile

Too many marketers pay for SEM and SEO placement online, but stop short of mobile. “There has been a 400 per cent growth in monthly mobile queries over the past year — either extend the PC campaign across mobile, or better yet, create a mobile specific campaign,” said Seckold. “It kills me when search buy doesn't extend to mobile.”

8. Set clear expectations for performance

Be clear about your goal, whether it's to drive mCommerce, build lead generation or stimulate app downloads. Know what success looks like, Seckold said.

9. Don't forget about feature phones

With 50 per cent of Asians on feature phones, you can't afford to leave them out. Use text marketing and shortcodes that allow you to integrate OOH, print and TV with mobile.

10. Partnership

Don't be afraid to form partnerships, said Seckold. “One or two companies can't do this by themselves — it's a big space,” he said.

Mindshare for example, has a global partnership with Google, called Mobile Garage, under which the agency partners with clients to build long-term mobile strategies.

11. Keep it simple

Mobile doesn't have to look scary to justify agency participation, Seckold concluded. “Keep it simple and we'll all benefit off the back of that.”