white paper Mobile

shAring leArnings for An effiCient Mobile internet strAtegy.

by isobar & rossel Advertising

repap etihw eliboM

tneiCiffe nA rof sgninrAel gnirAhs .ygetArts tenretni eliboM

A white pAper About Mobile - why?

Todays explosion in Mobile media, Mobile websites and Mobile applications is forcing advertisers to rethink their media strategies and raises the question of their brand presence in the mobile arena. We wrote this White Paper to help advertisers address the most important questions asked when going mobile. This paper covers the Mobile Internet in Belgium, including Tablets and Smartphones. We have identified 8 key questions that need to be considered when planning Mobile activity. We address each of these questions in turn to form a step by step guide to Mobile marketing. Of course, each strategy should be tailor-made and we would be happy to help you design the right Mobile experience to achieve your marketing communications objectives. In this paper, Rossel Advertising and Isobar wanted to share their Mobile Internet experience by giving two complementary points of view - the editor and media agency. A mobile strategy has to take into account two main targets the masses and the geeks. For several reasons, both target groups are important to your strategy. We have taken the same approach in this White Paper, addressing both beginners and experts alike.

Mobile internet, whAt is it?

Mobile technology continues to become more and more sophisticated (Operating System, Smartphones, data connection, etc.) and current mobile consumers are more transient, self-preoccupied, less brand loyal. Our goal is to make mobile simpler for you by demystifying the technical aspects and sharing best practice examples within this document. You dont have to go Mobile because its in, you have to go Mobile to EXIST!

Philippe Laloux, Digital Media Manager, Le Soir.

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!

Matthieu Vercruysse, Digital Strategic Planning Manager, Isobar.

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

whAt About Mobile in belgiuM?

Smartphones

20,2%

of the population 15-70 years old own a Smartphone

of Smartphone owners connect to internet through their mobile at least several times a week (10,2% of the population)

52%

connect everyday or nearly (6,2% of the population)

31%

of non Smartphone users plan to buy one

18%

Tablets

90,4%
of households own a Tablet

of the population know of the existence of Tablets

4%

plan to buy one short or mid-term

10%

Source: IsobarMobile - Chocolate Barometer - May 2011 - N = 500 Face-to-Face Representative of the population. 15-70 years old - Field : Research Solution

obile internet is not a www. experience in miniature!

Step by Step Guide to Mobile Marketing

the key questions

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)

10

1: whAt Are your MArCoM objeCtives?

To define your Marketing and Communication objectives, we recommend you consider the old AIDA Model. This marketing model describes the decision making process experienced by the consumer starting with

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.

11
1: whAt Are your MArCoM objeCtives?

A Awareness I Interest

D Desire

A Action

12

2: is your tArget Mobile?

After having determined your objectives, you must identify your target group and whether they are mobile. As mentioned before, the mobile audience that can be reached on Smartphones and Tablets is still a limited audience but they are far more engaged. They consume a lot of information, they want and need attention, they are power-users and they have influence. The mobile audience is part of your other audiences (TV, web, print, etc), they are not separate and the channels are complementary. According to recent mobile survey carried out by the OPA (Online Publisher Association), the Belgian Mobile Internet surfer is mostly male, evenly split between Dutch and Frenchspeakers. Tablets are more used by French speakers. Smartphone users are primarily between 18 and 34 years old and a little older for Tablets.

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%

17% of Smartphone users are also user a Tablet

76% of Tablet users are also user a Smartphone

Source: Online Publisher Association March 2011 Mobile &Trust

13
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%

# People in the household

1 2 3 4 5 6 NC 13,40 % 27,50% 18,70% 26,40% 10,60% 3,10% 0,30%

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.

14

3: whiCh Mobile presenCe do you wAnt to develop ?

Mobile fits into the Bought Owned Earned model:

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.

15
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

15
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)

Browsing (vs app):

8 things you should know before going to A business lunCh ...

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)

16

4: with whiCh kind of Content?

You need to think about the value offered to your audience. Start with your target needs and try to meet them with your content.

Bought media (Media buying)

likely to be very small. The first advice is KISS (keep it short and simple). Dont forget that Smartphone usage is immediate - people are looking for information; they expect to find it easily. Example: The majority of the traffic on the Le Soir iPhone application is generated by the homepage la une. When using mobile, people are looking for fast, breaking news.

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.

Owned media (your own mobile website, application or service)

Remember the KISS notion as mentioned previously. One way to create relevant content is to look at the activities on a mobile and select the most appropriate content for your target. According to the Rossel Advertising Mobile survey, the top five interests on a mobile website are: news, restaurants, cinema, social and concerts. For a mobile application, the top five are geo-localisation, social networking, news, gaming and radio listening. Another way to define your content is to look at the time of the day people use mobile devices. For example, iPads are used a great deal during the evening in living rooms (see chart on page 17). So you can offer more engaging content then because people have more time to consume it. To keep your content relevant, users expect you to update it frequently. So we recommend you make these content feeds as automatic as possible. To make this happen, select an efficient and capable IT partner. Tip: Offer something of value that your target group could pay for even if you give it for free.

17
4: with whiCh kind of Content?

17

MediA usAge during An AverAge dAy

morning
300 250 200 150

afternoon

evening

Selectivity

100 50 0 before 9 AM 9h - 12h 12h - 14h 14h - 18h 18h - 19h after 7 PM

print online mobile iPhone iPad

Source : Rossel Advertising internal research

18

5: on whiCh Mobile plAtforM?

After you define your mobile presence, you still need to define your approach for the mobile platform.

Bought media (Media Buying)

Do you need to advertise on a mobile website, mobile app, web app, a Smartphone app and/or a Tablet app? Depending on your message and the value of your proposition, your media agency and media sales house will help you to select the right mobile platform to advertise on. Two main approaches should be considered with regard to the objectives: Traffic to a mobile landing page - planning will be carried out by selecting media brands with a large mobile audience and affinity with the target audience. Traffic to an App in a market place - planning will be carried out according to the device environment. For example, while promoting a Nokia app, you will advertise on Nokia devices only. Click to call actions within the banner are powerful for generating traffic to a call centre. It is immediate and a mobile landing environment is not necessary.

Owned media (your own mobile website, application or service)

In the owned space, you can choose between A mobile website (running on the browser of the device using standard Internet Technology, HTML); An application (programs created for a specific mobile platform that must be installed) In the near future, there will probably be standardisation across the market. There wont be differences between OS, Smartphones and Tablets anymore. This is why the third option of a web app (using HTML5) can be also envisioned.

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

2008 2010 2011

4 4 4
X

19
5: on whiCh Mobile plAtforM?

the big five CoMpetition

Number of visits from mobile: X 4.8 Number of page views: X 5.4
iPod Touch 13% iPod Touch 6% iphone 62% iphone 37%

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%.

This is a highly fragmented and competitive market.

The future could bring more standardisation across the market. This is why a cross-platform strategy (HTML5) could be important. We recommend starting with a solution that has a large reach to your target audience. The iPhone is the most widely used Smartphone for the Internet (not a leader in terms of equipment share of market, but in terms of mobile page views).

Manufacturer Apple Google Ovi Nokia BlackBerry Microsoft

Operating System IOS Android Symbian RIM Windows Phone 7

App Market Appstore Android market Ovistore BB world Windows phone

# of available Apps 408.969 203.143 29.920 26.771 11.731

20

6: how do you wAnt to proMote?

Once you have developed your mobile presence, you still need to promote it. There are 6 approaches.

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!

2. Application stores optimisation (ASO)

This approach is limited to the promotion of an application (not applicable for mobile websites). Most application stores are based on rankings according to category, release date and, above all, user feedback. So, make sure you: - pay attention to the user experience in order to receive positive feedback - polish up your app description page (use screenshots, accurate explanations) - predict updates to capitalise on the newness effect. Just like SEO (Search Engine Optimization), Application Stores Optimization must have a clear strategy from the start.

21
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

2. Application stores optimisation

22

6: how do you wAnt to proMote?

Once you have developed your mobile presence, you still need to promote it. There are 6 approaches.

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.

4.Partnership /portal approach.

Use mobile portals to promote your application or mobile website. Example: Rossel used the French portal lewebstore.fr to promote the Le Soir iPhone app. This portal is dedicated to useful Mobile applications and websites for iPhones and offers users a ranking according to categories (news, lifestyle) and a search engine to find content optimized for their iPhone. To promote the Nokia E7, Nokia partnered with Le Soir and integrated the Le Soir tag line On aura toujours raison de louvrir to promote the newspaper app in the OVI Store.

23
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

24

6: how do you wAnt to proMote?

Once you have developed your mobile presence, you still have to promote it. We can summarise your possibilities in 6 approaches.

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.

6. Social Media and Public relations approach.

With social media apps ranking in the top 5 and a tech savvy user base, it is no surprise that social media plays an important part in mobile users lives. A main influencing factor for discovering an app is word-of-mouth. The launch of iPhone app Le Soir in January 2009 is good example: Thanks to the use of a PR campaign (press release & communication through our brands) and social networks (Facebook & Twitter), Le Soir became the number one app within 12 hours on iTunes in Belgium & Luxemburg. Overwhelmingly positive reactions were received from iPhone users on iTunes, lesoir.be, Belgium iPhone, Facebook and Twitter

25
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.

6. Social Media and Public relations approach.

NIVEA FOR MEN iPhone application using sharing buttons

6. Social Media and Public relations approach.

Le Soir iPhone app relayed in social media (15,000 downloads in the first 10 days)

26

7: whAt do you wAnt to MeAsure?

Measurement in the mobile space remains one of the biggest mobile challenges for many reasons.

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.

27

27

28

8: whAt do you need to AntiCipAte?

In the Mobile world, everything goes very fast ! So we recommend you anticipate as far into the future as possible. Consider your mobile strategy with a long term vision and a flexible approach. Mobile is not always a one-shot story (e.g. : Vuvuzela application); you could be in it also for the long haul (e.g. : Banking application). Here are some examples of what to anticipate:

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.

Some practical considerations:

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.

29

soMe Advertisers eXperienCes

How is mobile important for your company ?
The purpose of Keytrade Bank is to bring financial services through electronic means. Therefore, mobile has always been in the scope of our services delivery, even in the early hours of WAPNonetheless, the 2008 financial crisis has actually accelerated our intention to propose a full mobile solution. The reason is that everyone realized we entered into a new area of volatility (rapid fluctuation of stock prices on the financial markets). This implies that the private investor must be able to react immediately wherever/ whenever and not be bound to a classic web access. Previously, the need for mobile access was probably more the concern of the very active traders. With the crisis, even blue chip stocks owned by a large proportion of private investors could suddenly become very volatile. At the peak of the crisis, those who were on travel or in meetings could not sell or seize purchase opportunities on time. Mobile is therefore not meant to replace the more comfortable classic web access but to offer a robust alternative while on the go.

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).

How do you consider the mobile in a long term vision?

No doubt that internet will go mobile, and so will internet banking. Our choice of launching a mobile site first is not in opposition with the perspective of launching more ambitious applications in the future. It was just a matter of priority. On the contrary, we acknowledge that tablets are potentially definitive substitutes to laptops and therefore will necessitate services that fully exploit the features of tablets or more sophisticated smartphones. On the other hand, the proportion of mobile trades today is still marginal. As a matter of example, you could also have a look at the desk of a professional trader today: he needs four large screens to have all the info he needs at his disposal in just one look. Mobile financial decisions are not comparable to mobile consultations or e-purchases decisions, therefore I think that the comfort of a quiet desk equipped with a large screen will remain the preferred place to make your financial decisions for the next couple of years to come. Thibault de Barsy / Sales & Marketing Director at KEYTRADE Bank

30

soMe Advertisers eXperienCes

How is mobile important for your company ?
Mobile is very important for a company such as Delhaize for several reasons. Mobile can help grocery retailers to interact with their customer by providing them info (store locator, opening hours, ) and time saving services (smart grocery list, online ordering, recipes,) through Mobile application. On top of that and after some developments, it can be seen as an extended device for the customer with which he will be able to perform a lot of actions himself into the store (scan articles, find articles, get personalized promotions,).

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

How do you consider the mobile in a long term vision?

With smart phones Mobile will be more and more linked to the everyday life of the people. Mobile is then there to last and companies should take that into account. Louis Martin / Director E-Commerce at Delhaize

31

soMe Advertisers eXperienCes

How did you manage the mobile presence of your brand (mobile website, apps, advertising, ) ?
The brand NIVEA FOR MEN has launched a campaign (on and offline) aimed at men who like or play sport. The contest un cri pour un sponsor/1 kreet voor sponsor invites them to record their team cry with 3 friends, and to promote their cry to gain the most votes as possible. The team that receives the most votes win 3,000 to reflect its passion for SPORT. Isobar advised NIVEA FOR MEN to use a mobile application to facilitate this participation. In that way, people could record their cry via a Smartphone, wherever they wanted: near a sports field, in the changing room... In addition to recording during events at a SPORT Club or directly recording via the website, people can also register their team cry via the mobile application, which brings modernity to the brand. We decided to start with an iPhone app, as a matter of priority. The app has a limited lifespan, related to the planning of the communications campaign.

Audrey FLAMenT / Internet & Direct Marketing Manager at Beiersdorf

Vespasius

NIVEA FOR MEN iPhone application, Developed by IsobarMobile and Sinapse

32

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

33

33

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

MAny thAnks to
Deirdre McGlashan, Thibault de Barsy, Louis Martin, Audrey Flament, Hinde Kebbache, Benoit Michielsens, Laurent Kestens, Solange Delespes, Jrme Geneste, Philippe Laloux, Gaetano Alemanni, Fabian Tilmant, An De Clercq, James Gehrke, Marketum...

Brussels, June 2011

Designed by