SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012

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Welcome to the SoLoMo University

09:30 – 10:00: « An introduction to SoLoMo (Social, Local & Mobile) Marketing: what is key to successfully attract ready-to-buy shoppers within

your stores. » by Georges-Alexandre Hanin (CEO at Mobilosoft)

10:00 – 10:30: « How to use information medias to create traffic on mobile websites. » by Frédéric Martins (Marketing & Business Development

Manager at Rossel)

10:30 – 11:00: Coffee break.

11:00 – 11:30: « Adwords, the future battle field of local and mobile web marketing. » by Gaetan Godart (Account Manager at blue2purple)

11:30 – 12:00: « In-store geolocation to measure shop performance. » by Olivier Delangre (CEO Amoobi)

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An Introduction to SoLoMo Marketing

By Georges-Alexandre HaninMobilosoft

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Who …. ?

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Why… ?

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So Lo Mo

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Agenda

• The SoLoMo Customer• A 2-levels challenge• Everywhere• Data consistency• Case

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Shopper that uses mobile and Social Networks while

shopping

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Social

Local

Mobile

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“Social Shopping”

Today, more than 60% of young

adults (15y-25y) share information while

shopping !

90% on FB!

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“Local shopping”

81% of smartphone users search for

local information while doing shopping!

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“Mobile Shopping”

85% of smartphone owners use it as a

shopping companion!

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A SoLoMo consumer is then:

• Ultra-connected• Media consumer

• Mobile user• Explorer• Amplifier

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Agenda


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What is your objective ?

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You must to this twice…

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Brand intimacy

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Traffic generation

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Transaction …

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It is the way to the hole !

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Agenda


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Devices

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Own media

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Social media

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Local directories

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Streets, kiosks, shops,…

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Agenda


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Problem

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Agenda


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Open a new shop…

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24%

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Our business evolved

Centralise the data management

Automatically share across all media

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Leader in Belgium

Mobilosoft on the Belgian Market

• Started 15/09/11 with Mobile sites

• Profitable in 2011

• 40% market shares5.000POS

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Other Resources

• Scoop-it:– SoLoMo in french:

http://www.scoop.it/t/strategies-marketing-mobiles-gagnantes-dans-le-retail

– SoLoMo in English: http://www.scoop.it/t/mobile-marketing-in-retail

• Slideshare:– http://www.slideshare.net/mobilosoft/

• Our Blog: – http://www.mobilosoft.com/blog




http://www.scoop.it/t/mobile-marketing-in-retail

http://www.scoop.it/t/mobile-marketing-in-retail

http://www.slideshare.net/mobilosoft/



http://www.mobilosoft.com/blog

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How to generate traffic on a mobile website thanks to the medias

F. Martins 23/11/2012

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Generate traffic to mobile websites

You know You need You download

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Agenda

1. Mobile websites2. Medias3. Ad formats

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Mobile experience – Le Soir

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Mobile experience – Le Soir

June 2010iPad Appli

June 2008iPhone.lesoir.be1er optimized website

Spring 2008m.lesoir.be1er mobile website

January 2010Appli iPhone

May 2010Androïd Appli

July 20101e newspapersold on iPad, iPhone, Androïd

Spring 2011News digital offers – Digital edition on all devices – Redirection mobile website (device)

April 2011Blackberry Appli

2012Windows phone – Windows 8 – New website

Coming s0on : 17h edition new iPad Appli

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Mobile experience – Today

Website : 2.200.000 U.V. /monthMobile website : 91.000 U.V. / month

Source : Google CIM Metriweb Analytics , september 2012

app lesoir androïd5%

app lesoir iPad13%

app lesoir

iPhone27%

lesoir mobile

m.lesoir56%

Mobile UV (all)

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We need a media - reach

Source : Rossel Study 2012

Mobile audience = selective audience

- 81% are men- 42 average age- 52% are 35-54 - 31% are executives- 57% are PRP

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1. WE NEED A MOBILE WEBSITE

How to generate traffic on a mobile website?

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We need a mobile website

- small & multiple sizes screens- slow connection- url typing Solutions?

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We need a mobile website

- small & multiple sizes screens- slow connection- url typing

MobilosoftResponsive (html5)M. & mobile URLRedirection (TeraWURFL)

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2. WE NEED A MEDIA TO ADVERTISE


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We need a media

- No reach- It’s complicated- It’s expensive Not really…

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Source : Adtech impressions

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We need a media - complicated

Manufacturer

(Company)

OS(Operating

System)

(Software)

MobileWebsite

Application

MobileConte

nt

Browser

App. stores

DataConnexion

(Hardware)

User’s device

Or WiFiOr Wifi

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We need a media - expensive

CPM website news : 25€

CPM mobile website : 25€

1 week on m.lesoir.be : 12.500 €

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3. WE NEED AN AD FORMAT


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We need an ad format

Problems :- small size screens- multi sizes screens- different OS

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Solutions :- call to action

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Solutions :- call to action- multi sizes formats (optimized)

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Solutions :- call to action- multi sizes formats (optimized)- ad server mobile

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We need an ad formatResults

Campaign 1- 2 weeks- 500 000 delivered imp.- 4 000 clicks- CTR = 0.87%- iPhone Le Soir + Cinenews

Campaign 2- 2 weeks- 300 000 delivered imp.- 3 800 clicks- CTR = 1.17%- Le Soir App Android, Iphone, Mobile site

Campaign 3- 2 weeks- 167 000 delivered imp.- 1 700 clicks- CTR = 1.01%- Le Soir App Iphone

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CONCLUSION


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Conclusion

- You know choose a media/support adapt your ad format

- You need make your mobile content an experience valuable for the consumers

- You download make your content easily accessible on m/mobile (redirection)

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Q&A?


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THANK YOU


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Be local – Drive perfomances

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Who am I ?Amazing !

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Who am I ?

72%Don’t leave home without their smartphone

36%Google Search

550Movember Member

34%Local info research 1x a week

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Multi-tasking

90%@home cross media

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Multi-tasking

DrivingX%

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On the Go

DrivingX%

walkingX%

STIB /MIVBX%

70%On the go

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This is my Daily Go

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I need a barber NOW !

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Where is my opportunity?

Click to website

Click to call Click to map

PLACE TO BE

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2 networks

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Display Advertising

In app

Text or DisplayRich media

On site

Text or DisplayVideo ads

Rich media adsYoutube specific formats

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Let’s focus on Search

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Local Search matters

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Define your goals

Drive Trafic Generate visibility

Promote your AppImprove contact experience

Show your storesGenerate online Sales

Improve your customer experience

Generate offline Sales

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Build a strategy

Click to map Click to download Click to call Click to website

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Click to map

What is it? Location extensions can help grow your business by bringing more customers through your doors. They feature your business phone number, clickable directions to your business and can also show how far the person is from your store.

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Google Address

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Learninghow your customers search you locally

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Choose the right targeting

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Be creative !

Airport targeting

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Click to download

What is it?

Promote your mobile apps in Google search results and on sites These ads link directly to your Google Play Store or iTunes App Store page

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Build a strategy

What is it?


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Build a strategy

What is it?


Track your download!

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Click to call

What is it? With Click-to-call you can include a click-to-call phone number in your mobile ad so users can call your business direct. Your phone number appears as an extra line in the ad.

8% higher CTR

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Hold the line please…

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Schedule your broadcasting

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Click to website

Connect more customers with what they want by using Sitelinks to help people get straight to a specific page on your mobile site.

% of mobile querries

in 2013 More users using the internet via mobiledevices than via desktops

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Do I Need a mobile website?

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CASE 1Generate Traffic thanks to mobile

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CASE 1: Traffic JUNE 2012

Objective: Generating a maximum of traffic with a determined flat monthly budget

Launch of the campaigns in June desktop website only

Trafic: 2500 CPC: 0,70€ Cost: 1750€

Trafic: 8000 CPC: 0,50€ Cost: 4000€

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SEPT 12: Trafic: 17500 CPC: 0,25€ Cost: 4375€

CASE 1: Traffic SEPTEMBER 2012

Launch of the mobile website in september

Objective: more and more traffic !

JUNE 12: Trafic: 2500 CPC: 0,70€ Cost: 1750€

JUNE 12: Trafic: 8000 CPC: 0,50€ Cost: 4000€



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Conclusion case 1

- Very low CPC- Very low competition- Huge inventory- Adwords full integration- Multiple ads formats

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CASE 2Generate Subscriptions thanks to mobile

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CASE 2: Cost July 2012

Objective: SubscriptionLaunch of the campaigns in July New Mobile WebsiteClient’s Sector: Dating (Google policy: all public)

CPC: 0,16€ CPA: 1,52€ Conv Rate: 10%

CPC: 0,26€ CPA: 2,33€ Conv Rate: 11%

CPC: 0,09€ CPA: 1,31€ Conv Rate: 7%

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SEPT 12: CPC: 0,20€ CPA: 1,49€ Conv Rate: 14%

CASE 2: SEPTEMBER 2012

Objective: more Subscriptions!

JULY 12: CPC: 0,16€ CPA: 1,52€ Conv Rate: 10%

JJULY 12: CPC: 0,26€ CPA: 2,33€ Conv Rate: 11%


JULY 12: CPC: 0,09€ CPA: 1,31€ Conv Rate: 7%


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Case 2: Conclusion

- Very low CPC- Very low competition- Lower CPA- Slightly lower Conversion Rate- Multiple ads formats

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① Mobile internet use is booming – be there or someone else will take the spot

② Mobile Advertising offers you a lot – define your goals and be strategic

③ If you do not feel ready – start slowly but be there anyway !

Conclusion

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What can we learn from Mobile users?

Olivier DelangreAmoobi

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The “connected” mobile user

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WHAT ABOUT WEBSITES?

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Qualitative vs quantitative

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Your mobile is the “cookie”

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Shopper funnel

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A FEW EXAMPLES

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New remodeling

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“Typical” paths

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Segmentation of shoppers

Stock up all

Quick trip

Unique and short visit

Frequent visitor, short mission

Frequent visitor, stock up food

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Exposure vs sales

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Conversion rate

Promotion

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WHERE DOES IT FIT IN MOBILE STRATEGY? ONE EXAMPLE

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Showrooming

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Showrooming

Sales

Clients

Visitors

Conversion rate

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HOW IT WORKS

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Our uniqueness is in the ability to position a large sample of visitors without any interaction with them thanks to their mobile phone

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Enhanced analytical tool directly available

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THANK YOU!

Olivier [email protected]+32 477 811 752

mailto:[email protected]

SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012

Business

Transcript of SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012