Speaking at ad:tech Singapore yesterday, Luke Eid, head of TBWA\ Digital Arts Network Hong Kong, and Tuomas Peltoniemi, head of digital at TBWA\ Digital Arts Network Singapore, explained how marketers can apply service design and mobile brand platforms as integral parts of their marketing mix.
From emails to online shopping and social media, consumers are spending more time on mobile devices. Peltoniemi said brands should design mobile services to tap into this 'me' time in order to build brand power.
“Mobile brand platform is an extension of what a brand stands for, and ultimately needs to be focussed on providing value to consumers,” said Eid.
Instead of putting monetisation as the first step, as most brands do, Eid suggested marketers borrow from the start-up model: get fans, keep fans, and then monetise fans.
“Brands can start with creating a clear vision for themselves, and understanding audiences’ needs and behaviour,” he said.
They also need a long-term content strategy. “Adapting and developing services and brand experiences for mobile takes long-term investment, rather than being a one-off,” Peltoniemi said.
Brands need to create user experiences and get feedback on how consumers use it, he added. “Then brands need to innovate and improve user experience and value on their mobile platforms on an ongoing basis.”
Brands need technical platform strategies and monetisation and marketing plans for the platform. They should also ensure significant media support around it.
By monetising fans, brands can build brand awareness and affinity, media efficiency, earned media, retail drivers and value-added services.
In the end, Eid stressed, brands need to understand consumer behaviour when they design their mobile services. “Let consumers choose how to use your mobile services,” he said.
