MME Marketing. More. Effective. (E) by PubliGroupe

MME : 20 12

Contents

MME

Contents

With MME, we intend to create a platform for knowledge sharing dedicated to the topic of marketing effectiveness.

PubliGroupe offers this platform as a leading company for marketing and media sales services and will continue to expand it on a step-by-step basis. An initial step is the launch of the MME website at www.marketing-more-effective.com and the iPad app which we offer through iTunes. A second step is the publication of this document. More will follow. MME 24 hours, everyday MME is built on the idea that effective marketing allows and knows no respite. Depending on your activity, marketing effectiveness must be reached 24 hours a day. From 2012, further contributions, articles and interviews will be presented, both online and offline. Do you have any questions, suggestions or contributions? Please contact us directly at mme@publigroupe.com

Editorial Why MME?

Media Sales

Trends 12 trends for Marketing. More. Effective.

Media Sales “Does digital marketing promote the value of the brand?”

Search & Find

Search & Find Mobile advertising works!

Search & Find SMEs are successful with “Mobile First”

Media Sales The refreshingly different campaign of Sympany

Media Sales AdMarket – A breath of fresh air in the media world

Media Sales The “AdMarket Family”

Digital & Marketing Services

Digital & Marketing Services Mobile commerce in the overtaking lane

Digital & Marketing Services Mobile sales information in real time – the Phonak iPad Sales-App by Namics

Know-how Web apps make the running

Interview Measuring Social Media

Editorial

Why MME? Dear Readers, The question of orientation and the choice of marketing tool was never so complex – this is the result of an explosion of possibilities and advertising channels through which consumer attention is to be atatracted and held. PubliGroupe’s guiding principle is “Marketing. More. Effective.” We are launching a range of publications, articles and information dedicated to the efficacy of marketing in all its aspects. Whether it’s about mobile marketing, lead management, performance-based marketing or the contribution of the internet domain on brand use, specialists from all areas of our Group will explain their beliefs as well as respond to questions and key articles thereby allowing clients to optimise the efficiency of their advertising. Catherine Gailloud, Lausanne

We wish you a pleasant read and would be pleased to welcome you back regularly to our website www.marketing-moreeffective.com. There you will find contributions from our Group and from external specialists which allow an exchange on all subjects of interest to advertisers, whether large or small, in Switzerland and abroad. PubliGroupe Marketing. More. Effective.

Hans-Peter Rohner

Chairman and CEO PubliGroupe

04 4

Trends

12 trends for Marketing. More. Effective. We see everyday in the contact we have with our clients what marketing can achieve and what makes it successful. For 2012, we have condensed this down to 12 trends which we include on the MME app. Mobile marketing, lead management, performance-based marketing, domain branding; our specialists discuss all areas of marketing and put their beliefs, knowledge and assessments to discussion. Download the MME app from the iTunes store and see for yourself what will move marketing in 2012 from PubliGroupe’s perspective.

01 Yves-Alain Schwaar Head of Digital Development, PubliGroupe Social media make strong brands

04 Chris Loonan Director of Operations zanox Inc, San Francisco Mobile commerce in the fast lane

07 Chris Morgan Head of Digital, Publicitas Digital and print – a powerful combination

10 The MME 12 TRENDS app This offers direct access to all MME content. Download the app for your iPad from the iTunes store free of charge and take a look at its contents: 12 trends for 2012.

Mike Weber Head of Strategic Projects, PubliGroupe Web apps make the running

02 Henning Langer eprofessional GmbH Increased use of LBS

05 Ricco Griglio Head of Electronic Media, local.ch Advertising on the move

08 Mirko Marr Head Marketing Research, Publicitas Online research quality before quantity

11 Ueli Weber COO Publimedia Online moves up to second place

03 Andreas Gedenk CEO Publimedia AdMarket gives print market a shot in the arm

06 Marc-Olivier Pittner CIO Office, PubliGroupe Uncover potential leads

09 Kevin Edwards Strategic Director, Affiliate Window Mobile strategies for the affiliate programme

12 Jürg Stuker CEO, Namics Cross-Channel for real-time product data

Search & Find

06 38 :

“Mobile First” by local.ch ensures that Taxi Renens receives early in the morning the first orders for taxi journeys, which will generate a higher turnover than planned.

“Search & Find” produces and distributes media which allow the user to search for people, companies, products and services on local markets. The printed or interactive local.ch directories (telephone books, internet and mobile) are the basis for the “Search & Find” platform, Switzerland’s leading marketplace bringing together local demand and supply. The platform will be continually updated with offers of further services such as leisure information, classifieds, etc. Since February 2011, partner companies of PubliGroupe and Swisscom have joined together in the “Search & Find” business under the local.ch brand.

Search & Find

11: 38

“The app by local.ch was downloaded 1.4 million times and is among the three most popular mobile applications in Switzerland. local.ch offers free apps for the most popular mobile phone models: iPhone, Android, Nokia, Windows Phone 7 and BlackBerry.”

Thanks to Mobile First, the search for a good restaurant has again led to a full house at “STUDER’S Speisewirtschaft & Bar” during the lunch hour.

Edi Bähler, CEO, local.ch

Mobile advertising works! Mobile internet use in Switzerland is booming. Almost a third of Switzerland’s population goes online with a Smartphone or tablet PC. These practical mobile devices are now an integral part of modern society; a society which increasingly organises itself whilst on the move. Whether it be to order a taxi, book a table at a restaurant, buying everyday goods or looking for a new apartment. For companies, this means that they can now reach their clients while they’re out and about.

A first and low-cost step is targeted mobile advertising, as in online directories such as local.ch.

SMEs are successful with “Mobile First”

Every month, around 6 million searches are carried out from mobile devices. And the trend is increasing. This brings clients to companies. Mobile advertising on the local.ch app is booming. The “Mobile First” advertising format was launched last year and already sold over 2,700 times.

Two examples of how “Mobile First” works in local.ch’s mobile directories: “STUDER’S Speisewirtschaft & Bar” in Zurich booked a “Mobile First” at local.ch. Within three months, STUDER’S entry was viewed around 2,000 times on the local.ch app, many more times the number of contacts previously generated by STUDER’S.

local.ch brings together providers and clients – simply, quickly and accurately. Whether it be a simple telephone number or more comprehensive information on a business: Switzerland finds what it’s looking for at local.ch. Here, the user has a choice between the official printed telephone book, the web search on www.local.ch or the mobile search – easiest on the local.ch app. Only local.ch offers such a broad range of top quality directories.

Mobile advertising by STUDER’S on the local.ch app

Taxi Services Sàrl in Renens near Lausanne also uses “Mobile First”. In this case, the taxi company recorded more than 300 calls through the local.ch app within the first four months alone. With an average tariff of CHF 40 per taxi journey, the taxi company therefore generated CHF 12,000 with “Mobile First” over this period. Parallel to the sharp rise in mobile searches on local.ch, “Mobile First” is also booming on the local.ch app which since its introduction at the beginning of 2011 has already been bought around 2,700 times. Successful SMEs today include “Mobile First” together with advertisements on www.local.ch and in local.ch telephone books in their advertising mix.

Media Sales

09 13 :

The new leisure campaign by SBB has already attracted the hundredth prospective client to www.sbb.ch where he or she can plan or buy his or her next rail excursion.

“Media Sales” companies all pursue a joint goal: to be the globally preferred partner for media providers and advertisers – by selling advertising space by effective and efficient means. Long-term partnerships with media providers and advertisers guarantee good product knowledge whilst the unique network of locations across the world ensure proximity to the advertising client. The company continues to make steady and innovative investment in its media competence, in the development of interactive and digital services, in the optimisation of technological processes as well as in the growth of selected markets. Publimedia is the best performing media service provider in Switzerland.

Media Sales

01:38 “Online-Marketing has immense growth potential. If you succeed in combining digital with print in an intelligent manner you will achieve a tremendous combination.”

©iStockphoto.com/ryasick

Chris Morgan, Head of Digital, Publicitas Digital

“Does digital marketing promote the value of the brand?”

Secondly: Advertisement campaigns may be implemented in a more cost-effective manner.

If you ask 50 experts what digital marketing is all about you will receive 50 different answers. This is because options for using new technologies are extremely versatile and are permanently growing. If you want to be successful in digital marketing you need a concept and a strategy, which combine all the different channels. For example: By using a combination of print and digital Starbucks succeeded in increasing their advertising effect by 65 percent. However, costs for such a combined campaign were only slightly higher than for a mere print campaign.

Publicitas Digital in collaboration with Publici-

In 2012 video advertising will play an important role and will be specifically used for developing new brands. Transferring brand advertising to the online area will open up exciting and promising perspectives.

Yes, because … Firstly: New advertisement channels are available, which lead faster and more directly to the target audience.

Sympany’s image campaign which ran for 3 weeks generated 10 million page impressions. The link led to a landing page containing information and an online competition.

Refreshingly different Over a period of three weeks it was intended to develop brand awareness and trust within the Swiss population of persons over 25 years of age. For this purpose an existing TV spot was to be exploited in a targeted fashion across digital channels in order to further enhance brand awareness and to generate traffic onto the landing page. Publicitas Digital relied on a classic display campaign and in addition thereto on innovative emotional advertising forms such as Video Ad and passenger tv for the purpose of targeting a high range as well

“Our figures based on experience are quite new. The results achieved have exceeded our objective target by far and we intend to further expand our activities in 2012. In doing this we will rely on our partner Publicitas Digital.” Heidi Herzog, Head of Marketing, Sympany

as interaction. By realizing an average click rate of more than 0.35 percent, the campaign obtained an excellent performance. passenger tv reached more than 6 million passengers during that campaign.

tas Swiss and international sales organizations develop and sell digital products. For efficient and performance orientated digital marketing we

offer innovative products and services to local, regional, national and international advertisers and media providers.

1. Adaption of the existing TV spot 2. Classic display campaign

Publicitas Digital – simple.advertise.digitally.

3. p assenger tv, a digital news and advertising medium in public transport

Media Sales

“With AdMarket Publimedia offers its partners an attractive and efficient online marketplace on which to find adequate solutions for their print, online, mobile and tablet needs. In order to increase the appeal of AdMarket, regular releases are planned which will place feedback from the market at the foreground of development of the advertising marketplace.” Andreas Gedenk, CEO, Publimedia

AdMarket – A breath of fresh air in the media world Information, planning, booking and reporting: all on offer from the first Swiss online advertising platform with an innovative tool landscape. AdMarket (www.admarket.ch), launched on 12 October 2011, offers companies advertising on a national or regional level as well as media, advertising and web

Publimedia is the key account unit of PubliGroupe and Publicitas for companies with national and regional ad-campaigns as well as their advertising and media agencies. As well as comprehensive consultation experience in print, online, mobile and tablet media, Publimedia also offers customised services (Media, Marketing, Special and Network) as well as tools for planning, execution and management of campaigns.

agencies the opportunity to plan and execute their campaigns in one single process. By intelligently linking offline (print) and online media (web/mobile/tablet) as well as providing information, planning, booking and reporting services, it allows companies to increase their efficiency and added value.

AdStore › Free access

AdReporting AdStore

AdReporting

› Print, online, mobile and tablet ratecards

› Visualization › Market data and studies › I ntegration of external data sources

› Price and content specials AdPlanning

AdCampaign

AdPlanning

AdCampaign

› Worldwide unique

› Added value analysis

› Linked to research

› Webbased

› Movie trailers

› Double bookings control

The AdMarket Family: AdStore, AdPlanning, AdCampaign and AdReporting AdStore – offers free access to ratecards for print, online and mobile media. Supplemented by current content and price specials, AdStore is the starting point for campaign planning. Various search functions simplify the finding process. Overall, over 3,000 print, 300 online and 60 mobile tariffs are available. And over 250 price and content specials are listed by media providers. AdPlanning – an interactive planning tool and marketing instrument for the profes sional compilation of market and media analyses as well as for media planning for print, internet and cinema. The functions and interfaces to AdCampaign allow plans to be imported directly. The results are represented in table and graphic form and are exported. MediaPerformance has already been integrated, MA Strategy to follow. This allows additional possibilities for assessment for the user.

AdCampaign – from planning to reporting. Plan individual detailed print campaigns with AdCampaign. Collisions are immediately identified and can easily be avoided. Since this is web-based, the most up- to-date information is always available. All media can be represented with the AdCampaign tool. AdReporting – comprehensive reporting in relation to print and online campaigns. Joint representation of data from planning and booking tools as well as from external data basis. Ratios, financial information, market data and receipts are represented simply and informatively across the dashboard. Various illustrations and charts provide the relevant information to the user. The AdReporting system generates individual reports based on the look and feel of the client or agency.

Digital & Marketing Services

05 13 :

Thanks to the integrated affiliate marketing campaign of Expedia.de, one of several hundred searches on the day attains its goal and the subsequent booking of a trip.

â&#x20AC;&#x153;Digital & Marketing Servicesâ&#x20AC;? unites a portfolio of leading international marketing and technology service companies which help advertisers use their marketing budgets more effectively. To this end, they provide innovative professional services using digital tools for added value and marketing information. zanox is Europeâ&#x20AC;&#x2122;s leading Performance Advertising network.

Digital & Marketing Services

01: 38

PM The Phonak iPad Sales-App knows no respite. It turns use on the road into an experience both for the sales representative as well as for the client (Information at your fingertip).

“The number of mobile commerce transactions is exploding – with annual growth rates of almost 600 percent.” Chris Loonan, Director of Operations, zanox Inc, San Francisco

Mobile commerce in the fast lane Mobile commerce is speeding along in the fast lane. According to the zanox “Mobile Performance Barometer” the number of mobile commerce transactions increased six-fold between July 2010 and July 2011. The number of transactions made on mobile devices increased by around 600 percent between July 2010 and July 2011. The increase in e-commerce transactions over the same period was around 70 percent. Fee and commission revenue has increased five-fold over the same period.

With more than 600 employees worldwide, the zanox Group – comprised of the companies zanox, Affiliate Window, buy.at, M4N and eprofessional – provides support to a whole range of companies spanning all sectors and sizes with the efficient marketing of products and services on the Internet. In zanox’ transaction-based business

zanox “Mobile Performance Barometer”: The yardstick for m-commerce and e-commerce Over 3,800 advertisers generate sales in 12 countries and 14 languages through the zanox network. In 2010, 70 million transactions were completed over the network – in Germany alone 1.5 million fashion articles were sold in 2010 together with one million flights and 300,000 DSL connections. With its transaction-based business model, the international zanox network forms the biggest and most relevant European platform for the analysis of trends and develop ments in the field of e-commerce and m-commerce. The results of these analyses are compiled and prepared in the zanox “Mobile Performance Barometer”. They provide crucial tips on developments, changes in market share and user habits in the field of mobile shopping.

Mobile sales information in real time – the Phonak iPad Sales-App by Namics Phonak sales representatives are particularly dependent on data-supported argumentation in consultation or sales meetings at hearing care clinics. In order to improve the client dialogue, Namics has developed an iPad-based “Single Point of Truth”, with which the vendor can access all product, client and market information. The CRM functions are supplemented by the imme diate and direct transfer of orders to the centre. External sales staff were impressed immediately on introduction of the application. The Phonak iPad Sales-App is an

innovative solution which doesn’t only support the seller, but also shows his current performance in relation to his targets. As a result, use goes way beyond helping with the sale. The Phonak iPad Sales-App is a highly effective management tool for market cultivation and management of external sales.

Online. Namics. Namics is Switzerland’s leading provider and one of Germany’s most successful providers of professional internet services. At its core is the

The Phonak iPad Sales-App supports the sales

measurable success in their online advertising

realisation of complex e-business solutions and

people not only regarding the dialog with the client,

activities.

web projects.

it also shows which products are available and how

model, advertisers pay only in the case of

far their sales objectives have been reached.

Know-how

“A lot of native apps can’t be refinanced, and eke out an unused existence on the most personal of all media – the mobile phone. That’s why 2012 will be the year of the web app: web apps offer key advantages in terms of customer appeal.” Mike Weber, Head of Strategic Projects, PubliGroupe

Web-apps make the running Web apps make the running – Checklists for a successful development and commercialisation of your App A hit despite the poor figures? The figures seem to prove it: Apps are a big hit in mobile business. 500,000 apps are available from Apple’s AppStore. 100,000,000,000 apps are being down loaded every month and 48 percent of iPhone users spend at least 30 minutes a day on their apps. On the other hand 54 percent of apps fail to reach the threshold of 1,000 downloads and 90 percent of app developers fail to generate a significant return on investment. So why invest in apps? Apps – especially when they are offered free of charge – are a very good way of generating awareness of and empathy with your brand. There has been huge growth in the number of stores and platforms. Apple’s iTunes has now been joined by Android, OVI, BlackBerry, WindowsPhone 7, and Bada. Apps can also link print media to electronic media via QR codes and SmartAds, and have now established

themselves on TV screens, in car electronics and on netbooks. A lot of companies still haven’t recognized the huge opportunities created by this dynamic offshoot of mobile internet use. And only around 2 percent of available apps are actually easy for clients to find. What makes an app successful? Apps can be divided into two basic types: 1. Apps for saving time (e.g. store finders, mobile CRM, etc.) 2. Apps for killing time (e.g. games, entertainment, etc.) The fact that they can be used any time, in any place makes apps in general an attractive proposition. But if it isn’t useful or not well enough publicized, your app will not be used – or even found – by the target group, and all the expensive programming that went into it will be wasted.

Checklist – What to remember when developing an app

Checklist – What to remember when marketing an app

› Elegant solution, convenience

› Keywords: must be possible to find app with

› Actual added value (NB: app ≠ mobile website) › If possible, be unique (have a clear USP) › Clearly defined style

› Cross promotion and promotion in-store › Blog posts › Social integration (social communities, forums

› Simple as possible to use

› Advertising/ad networks/game networks › Set up landing pages (website) › Write news pieces about the app even during

(e.g. solves user’s problem)

(be stylish, have a wonderful design) (e.g. clean layout, speed of use)

› Attractive icon (e.g. high quality, tell a story) › High fidelity user interface › Dynamic content and clear overview of app content › Animation › Interaction (sneak peek, splash page, teaser videos) › Fast interactions › Sound › Intelligent use of technical possibilities (be creative!) › Which category will you publish your app in? › Industry/competitor comparisons? Client resonance? › Beta releases/preview releases › Polish (e.g. landscape mode [calculator], search, push)

› Clear Application Definition Statement (ADS): your differentiator

simple search terms

and engineering)

›

development

Video demos (Youtube, Facebook and for integration on website landing page)

› Regular store updates › Invitation to closed user groups ›

(invite visitors to website to act as testers)

Buzz marketing (almost half of all downloads are on friends’ recommendations)

› In-app advertising

Interview

“In their social media strategy, companies have to determine what kind of interactions should be reached by the social media activities and for which business objective.” Dr. Alexander Rossmann, Institute of Marketing, University of St. Gallen

Strategic Social Media Measurement

Return on Social Media In order to judge the effective-

Return on social media

ness of social media activities, social media goals – based on

Business objectives:

Image Client branding satisfaction

Influence

Offline Sales

Online Sales

business aims – need to be defined. For example: if a company wants to increase its online sales, the aim should

Measuring Social Media How effective are your company’s social media activities? Dr. Alexander Rossmann of the University of St. Gallen believes new ways of measuring are required to answer this question. He also thinks that companies need to realize that social media activities have to be strategically focused. Otherwise they will not achieve the desired business aims. You say that statistics such as the number of followers or fans are no longer enough to measure the effectiveness of social media activities. Why not? They have never been adequate. They say nothing about whether social media activities are contributing to a company’s business aims. What use are 8,000 fans on Facebook? These contacts are only of any value if the people behind them are active – telling their friends about the company and recommending it to others.

So if this is no good, how should you measure effectiveness? By formulating a clear social media strategy. If a company doesn’t know where it wants to go, it won’t be able to measure the effect of its actions later on. If a business is planning social media activities, it needs to ask how these are going to help it meet specific business goals. Do you have an example of how this works in practice? Take a telecommunications company that uses social media as part of its customer service. Customers with questions or problems can now seek solutions and help not just via a telephone hotline but also via Twitter or Facebook. In its social media strategy the company must set out which interactions it wants to have through social media, and what business aims these interactions are supposed to serve. In the case of a telecommunications company, the aim could be for customers to find information independently about technical issues through social media channels (number of leads) and, thanks to this publicly accessible knowledge database, arrive at solutions more quickly. This helps

Social media objectives:

Positive Buzz

Proposals/ Solutions/ Problems

Page Rank

reduce customer service costs. It should also increase customer satisfaction and referral rates, and thus ultimately help acquire new customers. In this case, social media activities are contributing to two business aims: “reducing the cost of customer service” and “acquiring new customers”.

Increase of sales

Leads / turnover

be for social media to generate new leads.

Checklist – for more effective measurement of social media activities.

1 Define what business aims you want to meet with your social media activities. Possible business aims are: spreading awareness of the company, raising customer satisfaction or increasing online sales.

And how specifically does a company measure a rather vague aim like customer satisfaction? In addition to measuring the number of interactions and recommendations, you need to ask further questions if you want to measure customer satisfaction properly. Obviously this involves additional costs, but it’s worthwhile if it allows a company to evaluate the return it is getting on its social media activities.

2 Describe the effect you expect your social media activities to have. It will help here to define the chain of cause and effect and clarify assumptions: if I implement a social media activity, I expect it to fulfil a specific aim because …

3 Building from this foundation, define your social media goals. The goals could be: create a positive buzz, provide solutions to problems, or generate leads and revenue.

4 These specific goals allow you to define your measurement tools. Think about what you can already measure within the company. What data in

Dr. Alexander Rossmann works at the Institute of

the company can you already access? Where

Marketing at the University of St. Gallen, where he is

should new data be collected from? And is the

researching the use of social media for marketing

company prepared to finance the additional costs

and corporate communication.

involved? Carry out measurements on this basis using traditional market research tools such as surveys, etc.

Notes

Group

Contacts www.adnative.net www.admarket.ch www.affiliatewindow.com www.denon.ch www.eprofessional.de www.home.ch www.instanz.ch www.local.ch

Notes

www.local.fr www.marketing-more-effective.com www.namics.com www.publicitas.ch www.publicitas.com www.publigroupe.com www.publimedia.ch www.svbmedia.nl www.zanox.com

Impressum Publisher

The MME Blog

PubliGroupe Corporate Communications

One of the next steps under the MME label will be a blog. Here, we will publish and comment on ideas

Concept and design

from PubliGroupe companies, from the marketing

Wirz Corporate AG, Zurich

community and research and will pursue these ideas further through a dialogue with our readers.

Druck Neidhart + Schรถn AG, Zurich

www.marketing-more-effective.com

PubliGroupe Ltd Avenue Mon-Repos 22 CHâ&#x20AC;&#x201C;1002 Lausanne www.publigroupe.com www.marketing-more-effective.com