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This attitude is why the brand Le Soir has brand extensions across different media and forms it is a multi-touchpoint brand. You cannot compartmentalise your brand because the consumer doesnt. It is not about being offline or online, rather it is about being inline. At Isobar, we sometimes hear from advertisers: We want an iPhone app for our brand. This is not a communication strategy nor an agency briefing. Dont be blinded by technology. First, ask yourself: - How can a mobile action help my brand achieve its MarCom objectives ? - Which mobile action ? - What is the role and value of mobile across the entire communication strategy? Our advice is to make the work simpler: start with objectives based on your business goals then ask experts about the technology!
before stArting
l ersona t a b le p C , por ablet P ir e le s s ce. A T is a w n interfa hone et pC A Ta b l ith a touch scree etween a Smartp 3G b a ter w WiFi or a hybrid compu web via sidered con the ects to can be It conn top. and lap let k. laxy Tab networ ung Ga s d, Sam E.g.: iPa
A Smartphone
is a mobile phone that offers computing ability and connectivity to the web. Smartphones run complete operating system software providing a platform for application developers. E.g.: BlackBerry, iPhone, Nokia C7 & N8, Samsung Galaxy S
20,2%
of Smartphone owners connect to internet through their mobile at least several times a week (10,2% of the population)
52%
31%
18%
Tablets
90,4%
of households own a Tablet
4%
10%
Source: IsobarMobile - Chocolate Barometer - May 2011 - N = 500 Face-to-Face Representative of the population. 15-70 years old - Field : Research Solution
1: What are your MarCom objectives? 2: Is your target mobile? 3: Which mobile presence do you want to develop? 4: With which kind of content? 5: On which mobile platform? 6: How will you promote (your mobile presence)? 7: What do you want to measure? 8: What do you need to anticipate (next steps)? Advertisers points of view (Keytrade, Delhaize, NIVEA FOR MEN)
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A I D A
Attention (Awareness): attract the attention of the customer to your brand or product Interest: raise customer interest by focusing on and demonstrating the advantages and benefits to the consumer (instead of focusing on the features of the product) Desire: convince customers that they want and desire the product or service and that it will satisfy their needs Action: lead customers towards taking action and/or purchasing. It drives to consumers to Point-of-Sales, and/or m-commerce.
The 4 levels of decision making can be fulfilled with mobile actions. Mobile should not be considered as a media that only fulfils a limited role, it is able to respond to many different objectives from awareness to call to action, through to reputation management.
As part of the mobile strategy, the Engagement and the Dialogue between the consumer and the brand must be considered as Mobile supports a 2-way relationship. This additional key benefit should be embraced and planned for.
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1: whAt Are your MArCoM objeCtives?
A Awareness I Interest
D Desire
A Action
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Gender
Smartphones Men 67% Women 33% Tablets Men 81% Women 19%
NL
Language
Smartphones NL 49% FR 51% Tablets NL 43% FR 56%
FR
Age 18-34
Smartphones 56% Tablets 47%
Also use
35-54
Smartphones 39% Tablets 46%
55+
Smartphones 5% Tablets 6%
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2: is your tArget Mobile?
According to the Rossel Advertising Mobile Survey (September 2010, 883 respondents, French speakers), Belgian Mobile users have a higher level of education (72%), have a full-time job (75%) and live in urban area. The majority work in the Finance, Media, Administration and IT sectors (almost 50%).
Educational level
Post University University College Higher secondary Lower secondary Primary 11,80% 26,20% 34,40% 21,90% 5,10% 0,70%
Situation
Single without kids Single with kids Married without Married with kids Live with grands Ohers 15,40 % 4,40% 21,20% 45,20% 11,70% 2,20%
Professional situation
Full time Student Housewife Retired Unemployed Part time 75,10% 10,10% 1,40% 3,60% 4,10% 5,80%
Profession
Employed Management Others Independent Teacher Liberale profession Worker 37,60% 23,80% 13,30% 11,90% 5,10% 4,90% 3,50%
As with any communication plan, it is important to define your target audience, to have clear segmentation and to analyse the relationship between your target and the media they consume; in terms of reach, and quality of the relationship. This will justify the usage (or not) of the channel and will give clear clues about the consumers expectations.
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Bought
Owned
Earned
Print, Advertising, Partnership, Television, Banners, Sponsorships, Media deals, Radio, Paid search...
Websites, SEO, email, widgets / apps, social network pages, communities, content service extensions ...
SEO, facebook, digg, you tube, comments, twitter, flickr, blogs, forums, emails...
The 2 main considerations are: - Are you positioning your brand on mobile touchpoints belonging to others? - Are you developing your own mobile territory? Bought Text or display advertising on mobile websites or apps. Today, all Belgian media brands are mobile buying mobile media space with these media owners presents a new audience opportunity. Owned A brands own mobile website, application or service. More and more brands have optimized their website to be usable on mobile, or developed their own apps. Earned Earned media is a consequence of a brands actions. And in the mobile space, word-ofmouth, online or offline, is a main influencing factor on the awareness, consideration and use of a mobile service. In general, Social Media and mobile act as twins. Tip: Take time listening to the feedback you will receive. Its free and you will learn a lot.
Tip: Dont forget to check whether the landing page the user sees after clicking is optimized for mobile use.
Tip: Use bought media to raise awareness for your mobile presence.
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RFID:
(Radio-Frequency Identification) and NFC (Near Field Communication) are technologies like barcodes, which identify items and allow you to connect online with offline. The common wording is contactless. For example, you simply have to place your mobile within a few centimetres of a scanner. And the transaction is that easy. Some supermarkets and services such as transport are testing this solution at present. Check the case Coca Cola RFID on Youtube or by scanning
QR codes :
(Quick response) or any codes: a barcode-like feature that your Smartphone is able to scan in order to receive additional information. Check the case QR Codes Reporter Sans Frontires on Youtube or by scanning
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Operating Systems (OS):
the main program of a computer, a Smartphone or a Tablet that manages the other programs (e.g.: Windows for a PC, iOS for an iPhone,). Android is an OS available for different brands of Smartphone and Tablets (Google property)
The browsing part of mobile refers to the use of Mobile websites running on the browser of a device using standard internet technology (HTML) which can be fully accessed via a data connection. This concept is often opposed to mobile applications, which are (mini)programs created for a specific mobile platform that must be installed on the mobile.
Geo-localisation:
if you authorize your device, it can say precisely where you are in order to give personalised information specific to you (e.g.:AroundMe on iPhone) or for sharing with your Social Network (e.g.:Foursquare / Facebook Places)
Augmented Reality:
based on the image produced by the camera, your device adds additional information to the screen (e.g.: directions of metro lines, name and history of a building)
Cloud computing:
the use of computer programs on the Internet rather than on your own computer (source: Macmillan Dictionary). All of your data, settings and programs could be hosted on the internet rather than on a computer so that you could access them from anywhere, not just on your computer.
HTML5:
an informatics language that allows programs to run through a Web browser rather than a specific Operating System. This means consumers will be able to access the same programs and cloud-based content from any devicea personal computer, laptop, Smartphone, or Tabletbecause the browser is the common platform. (source: McKinsey quarterly)
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1. In terms of your advertising message, bear in mind that a mobile screen is most
there are a lot of different screen sizes, your banner and landing page should be adaptable to each size. Fortunately, there are automatic ways to do this.
2. Optimise your banner and landing page for mobile consumption! Indeed, as 3. For advertising on Tablets such as the iPad, try to take advantage
of the fully interactive possibilities of this device to offer more immersive advertising experiences (video, sound, touch screen, etc). For inspiration, check the case called Creative iPad Ad VGT on Youtube or by scanning this QR Code.
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4: with whiCh kind of Content?
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afternoon
evening
Selectivity
100 50 0 before 9 AM 9h - 12h 12h - 14h 14h - 18h 18h - 19h after 7 PM
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Lets take a look at this comparison dashboard. Here is how the brand Le Soir developed its mobile presence, step by step: Immersive game More user friendly interface Selling a product and services Spring January May June une April in progress Site Mobile m.lesoir.be Application iPhone Application Androd Application iPad Application Blackberry Symbian Windows Phone 7 HTML5 Interaction with hardware Appstore search optimisation (ASO) Multi devices compatibility Reach Content freedom Needs installation Application Mobile website X X X X X
4 4 4 4 4
X X X
4 4 4
X
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5: on whiCh Mobile plAtforM?
iphone 62%
Symbian OS 12% Windows 4% Android 3% Blackberry 3% Others 3% ipad 38% iPod Touch 13%
ipad 38%
iPhone 37% iPod Touch 6% Windows 0,5-1% Android 10% Symbian OS 4% Blackberry 2% Others 2%
Q1 2010
Q1 2011
Number of visits to a selection of representative Belgian websites. Source: iProspect (SEM department of Aegis Media Belgium)
Since the beginning of 2010, surfing from mobile devices has increased considerably. The number of visits and number of page views has multiplied by 4 to 5 times.
In terms of volume, every device and Operating System is on the increase with double digit progression. In terms of Share of mobile surfing, the landscape is changing quickly and significantly: iOS, the OS of Apple (iPhone + iPod touch + iPad), has increased from 75% to 80%, mainly driven by the iPad which is now the main device for mobile surfing. Android, the main challenger, has grown from 3% to 10%, gaining a share of the market from iPhone and other Smartphones. Other brands (Windows, Blackberry, Symbian) are battling it out for the remaining 10%.
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1. Advertising
There are many ways to advertise on mobile from classical display to blind networks. The average CTR (click through rate) remains high at the moment and the conversion rate is significantly larger if the decision-making process can be completed within the mobile environment, i.e. mobile compatible across the whole consumption process. The promotion of your mobile presence can be carried out on mobile, online and offline!
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6: how do you wAnt to proMote?
1. Advertising
MAGAzIne
OUTDOOR Usage of QR code. You just have to scan the code with your Smartphone and you can receive additional information.
MOBILe DISpLAy example : promote an iPhone app via a banner on iPhone Media app
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3.Preinstalled approach
One of the best ways to generate traffic on a mobile website or app is the integration of your content directly on a device. Example: this is what Rossel did with Samsung. Netevents & Cinenews websites were integrated into the new Samsung devices so people who bought a Samsung phone could directly access the website with a widget on the mobile phones initial screen.
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6: how do you wAnt to proMote?
4.Partnership
Le Soir/the French portal lewebstore.fr. iPhone application
4. Partnership
OVI Store/NokiaE7/Le Soir
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5.SEO / SEA
With Google Adwords for mobile, you can target users of iPhone, Android, webOS & iPad while theyre searching on Google. To support the VOO iPhone application, Isobar and iProspect created an Adwords campaign (keyword based) targeting iPhone users only.
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6: how do you wAnt to proMote?
5.SEA
VOO iPhone application Users clicking on the ad were redirected to the download app page in the app store.
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Media consumption
One of the most advanced countries in the world when it comes to mobile measure authentication is France, with Mediamtrie. It uses a site and user-centric approach with cooperation between telecom systems. However, this measurement doesnt take into account wi-fi, iPad or Blackberry information. In Belgium, the CIM launched a mobile taskforce a few months ago. Its mission is to develop a model adapted to the Belgian mobile ecosystem based on other countries experiences (Mediamtrie in France, Comscore in UK, etc.).
Campaign measurement
Mobile Advertising can be measured in the same way as a classical digital campaign (impressions, clicks, CTR, etc.) with different tools available on the market. Delivering ads on mobile devices is not new and day after day, tools are becoming more and more powerful at achieving this. We have observed a shift from pure mobile ad servers to standard ad servers which are now able to deliver ads to phone devices. Big names such as Google Doubleclick, MediaMind, Medialets etc. are now fully able to provide classical and rich media ads to Smartphones and Tablets with ease. All digital channels are now integrated within these online platforms so that you can not only deliver all your campaigns via all the digital channels, but you can also do so using the same tracking method, which isnt the case when using different tools to deliver classical digital media campaigns and mobile campaigns. At Isobar and Rossel Advertising, we systematically measure all mobile campaigns using the most appropriate tools for each client.
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FIRST OF ALL,
keep a budget provision for the unexpected! Its better to plan ahead and be able to react quickly.
Keep in mind that you will have to regularly update your mobile content. See this as a new and constant opportunity to contact your audience. Keep your mobile website optimized even for new Smart Phones entering the market.
Decide which developer name to register the app under (Your company name? The developer name?) In the App Store it is difficult to change an existing app from one developer account to another. Determine who you want to hold ownership of the code and write this into the contract with the developer of your app.
If you plan to sell products or services as part of app purchases, dont forget the manufacturer fees in your business plan (e.g.: 30% for Apple).
Dont forget to invest time in making a great application logo and an explicit landing page. Make people want to download your app!
Specific to Apple: Validation of your app: Apple holds the final decision when it comes to the publication of your app, so take into account the validation time. An average validation time ranges from 10 days to 3 weeks.
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How did you manage the mobile presence of your brand (mobile website, apps, advertising, ) ?
In order to propose a solution for a large proportion of our clients base, we launched in June 2009 a mobile site that offers a good level of usability on most smartphones, especially iphones, HTCs and Blackberrys. Again, our mobile solution was not meant to capture a totally new audience but to offer an alternative channel to our existing audience as well as to differentiate versus competition. Our existing audience was of course informed thanks to our classic public and private websites [owned media]. Prospects that were particularly sensitive to the mobile aspect were targeted thanks to the sponsoring [paid media] of most mobile applications launched by Belgian media groups the last two years [Le soir, De Standaard, Le Knack, laDH, De Morgen RTL, Trends, ]. Our main message was: a mobile bank for mobile people, reinforcing our positioning of leader in online banking. We also enjoyed positive reviews in the press [earned media].When BNP Paribas Fortis launched its own mobile site 1,5 year later (with much more financial means invested in paid media), some journalists were kind enough to remind their readers we were the true innovators in that field with a solution that was covering both banking and trading services (while Fortis limited itself to basic banking functions).
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How did you manage the mobile presence of your brand (mobile website, apps, advertising, ) ?
The launching of a Mobile application is a important moment in the life of a company. Because once its done youll never go back. We decided to be present on mobile via an iPhone app in order to benefit from specific functionalities, as geolocalisation. The same app available for other platforms as Androd is a work in progress. There, I must admit that we made a mistake. We launched our application when it was not totally satisfying the customer expectations. In fact we launched the application knowing that critical functionalities were missing without informing our customer that those were coming a month later. We were too hasty for bad reasons. Now we are working on an advanced version of our application that should fulfill all expectations. After this experience, I would redo it this way: - Have an application that really bring something more to the customer and that is finalized - Send appropriate press releases - Communicate as much as possible on our own website - Give the possibility to the customer to react directly to you on your application allowing you to take corrective actions if needed
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Vespasius
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isobAr
Peoples relationships with brands have been radically transformed by technology over the past 10 years. In todays marketing communications, interaction and digital media play a pivotal role. Isobar is a digital agency powered by Aegis Media and linked with media agencies Carat and Vizeum. Digital media solutions are at the heart of our work. This work has evolved considerably these last few years, including Search optimisation, Social Media management and Mobile. Mobile is important to us as it is deemed to be an opportunity of Touchpoint, playing an efficient role within the entire MarCom strategy, both offline & online. The team IsobarMobile is particularly dedicated to this expertise. The centre of our reasoning is people: their behaviour, their usage and attitudes; as well as their relationships with media and brands. Technology is only a tool to enable and strengthen this relationship. Isobars purpose is to bring people and brands together like never before. (IsobarMobile: previously Marvellous & GateOne).
Contacts: Didier Ackermans - Digital & Marketing Services Director +32 2 663 51 65 - didier.ackermans@isobar.com Matthieu Vercruysse - Digital Strategic Planning Manager +32 2 663 51 24 - matthieu.vercruysse@isobar.com Nicolas Vanderseypen - Senior Digital Strategist +32 2 663 51 42 - nicolas.vanderseypen @isobar.com www.isobar-belgium.be www.facebook.com/IsobarBelgium
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rossel Advertising
Grabbing the consumers attention, canvassing for work, going beyond the traditional media plans, refining and enriching your understanding of the customer, being right at the cutting edge: in short, finding the right way. This is a conversation that Rossel Advertising suggests holding with you. Rossel Advertising comprises a team of editors, embedded at the very heart of the medias daily activities. Zoom in on the dynamism of our team. Our brands are strong because our titles move with the times. Our desire as publishers is to constantly offer our readership quality information and products. Every single one of our initiatives, whether editorial or marketing, gradually builds closer ties between the values of our brands and the expectations of our readers. For you as advertisers, they are your guarantee that your name will be associated with quality media, forming the very basis for a lasting and effective partnership. Rossel Advertising opens all the right doors for the professional, keeping its advertisers involved in all its initiatives, reflecting its dynamism and cross-media transversality. As a pioneer, Rossel Advertising has integrated mobile into its strategy since 2008 with the launch of mobile websites. Today, our brands are consumed via mobile devices, as well as via social media channels and printed matter. Our news brands are multi-touchpoint brands. So, mobile is as important as traditional media. Our organisation follows this trend. In fact, over the last months, we launched several projects (Mobile Internet study, iPad roundtables, mobile training sessions dedicated to the market, integration of a mobile specialised ad-server, creation of a mobile experts team and set-up of a mobile development structure app factory etc. ).
Contacts: Grgory Vandenschrick Digital Sales Manager +32 2 225 52 41 gregoryv@rossel.be France Skilbecq BtB Online Marketing Manager +32 2 225 52 41 france.skilbecq@rossel.be Frdric Martins Marketing and Business Development Manager +32 2 225 57 76 frederic.martins@rossel.be www.rosseladvertising.be
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