solomo university by mobilosoft - conference 1 - 23/11/2012

Powered by

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)

Powered by

An Introduction to SoLoMo Marketing

By Georges-Alexandre HaninMobilosoft

Powered by

Who …. ?

Powered by

Who …. ?

Powered by

Who …. ?

Powered by

Why… ?

Powered by

So Lo Mo

Powered by

Agenda

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

Powered by

Shopper that uses mobile and Social Networks while

shopping

Powered by

Social

Local

Mobile

Powered by

“Social Shopping”

Today, more than 60% of young

adults (15y-25y) share information while

shopping !

90% on FB!

Powered by

“Local shopping”

81% of smartphone users search for

local information while doing shopping!

Powered by

“Mobile Shopping”

85% of smartphone owners use it as a

shopping companion!

Powered by

A SoLoMo consumer is then:

• Ultra-connected• Media consumer

• Mobile user• Explorer• Amplifier

Powered by

Agenda

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

Powered by

What is your objective ?

Powered by

You must to this twice…

Powered by

Brand intimacy

Powered by

Traffic generation

Powered by

Traffic generation

Powered by

Transaction …

Powered by

It is the way to the hole !

Powered by

Agenda

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

Powered by

Devices

Powered by

Own media

Powered by

Social media

Powered by

Local directories

Powered by

Streets, kiosks, shops,…

Powered by

Agenda

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

Powered by

Problem

Powered by

Powered by

Agenda

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

Powered by

Open a new shop…

Powered by

Powered by

Powered by

24%

Powered by

Our business evolved

Centralise the data management

Automatically share across all media

Powered by

Leader in Belgium

Mobilosoft on the Belgian Market

• Started 15/09/11 with Mobile sites

• Profitable in 2011

• 40% market shares5.000POS

Powered by

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

Powered by

Powered by

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

F. Martins 23/11/2012

Powered by

Generate traffic to mobile websites

You know You need You download

Powered by

Agenda

1. Mobile websites2. Medias3. Ad formats

Powered by

Mobile experience – Le Soir

Powered by

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

Powered by

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)

Powered by

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

Powered by

1. WE NEED A MOBILE WEBSITE

How to generate traffic on a mobile website?

Powered by

We need a mobile website

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

Powered by

We need a mobile website

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

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

Powered by

2. WE NEED A MEDIA TO ADVERTISE

How to generate traffic on a mobile website?

Powered by

We need a media

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

Powered by

We need a media - reach

Powered by

We need a media - reach

Powered by

We need a media - reach

Powered by

We need a media - reach

Source : Adtech impressions

Powered by

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

Powered by

We need a media - expensive

CPM website news : 25€

CPM mobile website : 25€

1 week on m.lesoir.be : 12.500 €

Powered by

3. WE NEED AN AD FORMAT

How to generate traffic on a mobile website?

Powered by

We need an ad format

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

Powered by

We need an ad format

Solutions :- call to action

Powered by

We need an ad format

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

Powered by

We need an ad format

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

Powered by

We need an ad format

Powered by

We need an ad format

Powered by

We need an ad format

Powered by

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

Powered by

CONCLUSION

How to generate traffic on a mobile website?

Powered by

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)

Powered by

Q&A?

How to generate traffic on a mobile website?

Powered by

THANK YOU

How to generate traffic on a mobile website?

Powered by

Be local – Drive perfomances

Powered by

Who am I ?Amazing !

Powered by

Who am I ?

72%Don’t leave home without their smartphone

36%Google Search

550Movember Member

34%Local info research 1x a week

Powered by

Multi-tasking

90%@home cross media

Powered by

Multi-tasking

DrivingX%

Powered by

On the Go

DrivingX%

walkingX%

STIB /MIVBX%

70%On the go

Powered by

This is my Daily Go

Powered by

I need a barber NOW !

Powered by

Where is my opportunity?

Click to website

Click to call Click to map

PLACE TO BE

Powered by

2 networks

Powered by

Display Advertising

In app

Text or DisplayRich media

On site

Text or DisplayVideo ads

Rich media adsYoutube specific formats

Powered by

Let’s focus on Search

Powered by

Local Search matters

Powered by

Define your goals

Drive Trafic Generate visibility

Promote your AppImprove contact experience

Show your storesGenerate online Sales

Improve your customer experience

Generate offline Sales

Powered by

Build a strategy

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

Powered by

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.

Powered by

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.

Powered by

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.

Powered by

Google Address

Powered by

Learninghow your customers search you locally

Powered by

Learninghow your customers search you locally

Powered by

Choose the right targeting

Powered by

Choose the right targeting

Powered by

Be creative !

Airport targeting

Powered by

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

Powered by

Build a strategy

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

Powered by

Build a strategy

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

Track your download!

Powered by

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

Powered by

Hold the line please…

Powered by

Schedule your broadcasting

Powered by

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

Powered by

Do I Need a mobile website?

Powered by

CASE 1Generate Traffic thanks to mobile

Powered by

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€

Powered by

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€

SEPT 12: Trafic: 3500 CPC: 0,80€ Cost: 2800€

SEPT 12: Trafic: 7000 CPC: 0,08€ Cost: 560€

Powered by

Conclusion case 1

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

Powered by

CASE 2Generate Subscriptions thanks to mobile

Powered by

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%

Powered by

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%

SEPT 12: CPC: 0,18€ CPA: 1,91€ Conv Rate: 10%

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

SEPT 12: CPC: 0,05€ CPA: 1,22€ Conv Rate: 4%

Powered by

Case 2: Conclusion

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

Powered by

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

Powered by

What can we learn from Mobile users?

Olivier DelangreAmoobi

Powered by

The “connected” mobile user

Powered by

WHAT ABOUT WEBSITES?

Powered by

Qualitative vs quantitative

Powered by

Your mobile is the “cookie”

Powered by

Shopper funnel

Powered by

Powered by

A FEW EXAMPLES

Powered by

Powered by

New remodeling

Powered by

“Typical” paths

Powered by

Segmentation of shoppers

Stock up all

Quick trip

Unique and short visit

Frequent visitor, short mission

Frequent visitor, stock up food

Powered by

Powered by

Exposure vs sales

Powered by

Conversion rate

Promotion

Powered by

WHERE DOES IT FIT IN MOBILE STRATEGY? ONE EXAMPLE

Powered by

Showrooming

Powered by

Showrooming

Sales

Clients

Visitors

Conversion rate

Powered by

HOW IT WORKS

Powered by

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

Powered by

Powered by

Enhanced analytical tool directly available

Powered by

THANK YOU!

Olivier Delangreolivier.delangre@amoobi.com+32 477 811 752