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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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Who …. ?
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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
• The SoLoMo Customer• A 2-levels challenge• Everywhere• Data consistency• Case
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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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Traffic generation
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Transaction …
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It is the way to the hole !
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Agenda
• The SoLoMo Customer• A 2-levels challenge• Everywhere• Data consistency• Case
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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
• The SoLoMo Customer• A 2-levels challenge• Everywhere• Data consistency• Case
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Problem
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Agenda
• The SoLoMo Customer• A 2-levels challenge• Everywhere• Data consistency• Case
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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
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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
How to generate traffic on a mobile website?
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We need a media
- No reach- It’s complicated- It’s expensive Not really…
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We need a media - reach
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We need a media - reach
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We need a media - reach
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We need a media - reach
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
How to generate traffic on a mobile website?
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We need an ad format
Problems :- small size screens- multi sizes screens- different OS
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We need an ad format
Solutions :- call to action
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We need an ad format
Solutions :- call to action- multi sizes formats (optimized)
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We need an ad format
Solutions :- call to action- multi sizes formats (optimized)- ad server mobile
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We need an ad format
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We need an ad format
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We need an ad format
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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
How to generate traffic on a mobile website?
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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?
How to generate traffic on a mobile website?
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THANK YOU
How to generate traffic on a mobile website?
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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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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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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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Learninghow your customers search you locally
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Choose the right targeting
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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?
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?
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!
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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€
SEPT 12: Trafic: 3500 CPC: 0,80€ Cost: 2800€
SEPT 12: Trafic: 7000 CPC: 0,08€ Cost: 560€
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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%
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%
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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