Ok, am mancat un pic si ne-am uitat la ce se vede de pe Inter de la etajul 21:

Continuam. 🙂

Sesiunea 2: Publicitate mobila. Sunt telefoanele mobile instrumentul de marketing al viitorului?

Jasper de Vreugt, Head of Sales EMEA, MADS (Olanda): Mobile Advertising. Are Mobile Phones Really The New Marketing Tool Of The Future?
Who as ever clicked on a mobile banner? Not many people. So, what can you do with mobile advertising?

If you’re an advertiser you’re interested in: Reach (2 years ago we didn’t have that), Great targeting, Interactivity (with the end consumer), Cost-effectiveness.

If we do it the right way, consumers don’t mind.

How big the mobile advertising market? Some forecast… By the end of 2008 the value of the market will reach 11 billion euros.

Forget forecasts. Is there any reach? Yes. Mobile also increases reach of existing channels. And this reach is rapidly growing. Average growth per month – 23 percent.

Why is it growing? Bigger screens, reach media, better connectivity, a lot better content – good design, usability, fit for purpose content (weather news, sports news, news for people who are on the go).

Flat Rate Mobile Internet – advertising will skyrocket.

Interactivity: click-to-call, sms short codes. Lead generatoin. Or simplu branding (awareness, introductions).

And targeting is very personal, too. For the first time in marketing history, we can truly target one-to-one. Unlike other media, we know who is watching the screen. There is almost no clutter.

Content publishers provide context data. Telecom operators provide demographic and location data. Mobile ad servers provide behavioural data. This us unseen before.

Mobile advertising is more effective than other channels – very high click through ratios.

Consumers don’t mind (as long as the content is free). Much of the advertising on mobile devices is like Internet: Pull, Push with Opt-in.

Creating an Ecosystem for highly targeted, high-value adevertising. […]

You should start experimenting (other countries are ahead), claim a position, do thing by trial and error. If you do it know, in an year or so your business will fly.

Robert J. de Heer, Business Development PubliGroupe (Elvetia): Making Money with Mobile

2002: I-mode: the big opportunity? Nothing happened. Why didn’t it work? Because users… don’t like the phone; were not interested; internet was slow; datacosts were high / unpredictable; users didn’t want to pay for content.

6 years later… Curent market situation.
Everybody has handsets, but there are not so many 3g-phones and even less people are using them.

Where are the mobile websites? Just a few websites are optimised for mobile internet. Mobilodge.com creates a mobile version of your site.

How to make money with mobile content? – Do something with adult. Or: do something with SMS. Another example: do something with mobile video (not mobile tv). Your video should be simple, not complicated (see MovieFunnies).

Market for mobile will grow significantly.

How to make money? Just do Advertising. Mobile advertising can be highly targeted, highly relevant,permission based, ubiquitous. Advertiser: “We generated more leads from mobile advertising than we’ve expected”.

Multiplier effect: making the mediamix more powerful. (the combination of media is greater than the sum of its parts). You should try it.

Marian Costache, Fondator, Motion Vision Communication: “Intersectiile Albastre” ale Telefonului Mobil. Eficienta si Targetarea publicitatii prin Bluetooth.

Noile medii de comunicare vor stimula si alte simturi, nu se vor reduce la audio si video.

Piata de publicitate pe telefonul mobil e o afacere mica. In 2007 a existat un buget de un miliard de dolari (internetul a facut de 24 de ori mai multi bani). Totusi, avem 3 miliarde de telefoane si doar un miliard de computere.

Societatea actuala e orientata catre “comprimarea” timpului. Psihologic, oamenii se simt importanti si aparati daca sunt conectati.

Vezi Teoria Retelelor Sociale / Sociometria / Mark Granovetter => puterea unui individ depinde de modul in care este conectat si nu atat de mult de functia pe care o detine.

Tendinte: transfer al interesului publicului catre feedback imediat; scadere a interesului pentru continut. “Nu mai scriem povesti. La comunicare trebuie sa se raspunda imediat.”

Perspective: 20 miliarde USD pana in 2011. Extindere a nisei dinspre Internet. Gama extrem de larga de telefoane cu Bluetooth => peste 70% din telefoanele existente in prezent.

Tehnologia Bluetooth. Publicitatea bluetooth e o publicitate de proximitate.

Outdoor Mobil & GPS & Bluetooth. “Indiferent cat de vaste sunt abilitatile dpdv tehnic, in clipa in care dezvolti un capitol de business el trebuie sa fie absorbit treptat pe piata.

Panourile mobile pot difuza in proximitate un clip publicitar prin bluetooth – informatii suplimentare, clip publicitar s.a. Distanta de la momentul informarii pana la momentul vanzarii (in magazine din zona) se reduce foarte mult. Poti primi o harta prin bluetooth.

Galerii comerciale – Cluburi & Bluetooth. “Incercam sa dezvoltam retele dedicate.”

Comparatia costurilor (…) Eficienta sistemului: 5 kb – transmisia dureaza 2 secunde; 50 kb – 4 secunde; 100 kb – 6 secunde; 500 kb – 25 secunde. Un spot video comprimat (140 kb) poate fi descarcat in 7 secunde.

Targetarea: publicitatea este extrem de targetata; eficienta rezulta si din caracterul de proximitate. Exista variatie de format, targetare datorita locatiei. Publicitatea prin bluetooth nu este spam – serverul solicita acceptul.

Discutie: publicitatea prin sms e mult mai puternic dezvoltata decat cea prin bluetooth; in Romania se abuzeaza de publicitatea prin sms (dintr-o slaba intelegere sau proasta educatie, banii consumati pentru astfel de reclame intruzive au fost prost cheltuiti); serverul de bluetooth nu identifica sim-ul, ci codul telefonului.

Serban Goran (presedinte ARMAD): puteti sa va inscrieti pe o lista anti-spam.

Urmeaza o pauza de cafea si apoi:

Sesiunea 3: Web 2.0
Melanie Shah, Business Development Manager (Newsplex), IFRA: A multimedia convergence tour: trends, innovations and newsroom strategies

Ifra is an international news association based in Germany. I work with journalists and help them tell their stories using multimedia.

Every editor’s dream – people reading papers. Now there are multiple channels to choose from. Audience behaviour has changed. They expect: acces, content at all time, on any device. They follos the best-of-breed approach for media and services. They also want to be actively integrated.

There are so many ways to tell a story. Which one to choose?

Communication across media:
Event -> Mobile alert (crossreference to online) -> Breaking news online (more information); ask for more informations -> Broadcast: news flash (you use the online to announce your news flash) -> Print (promoted in your broadcast); you can also use your website to promote your printed version.

Then you use print to drive people to another broadcast or to the website. Through print and broadcast you can drive readers to vote on mobile and so on.

Finally, all the information can be used for a good in depth analysis in print. This has to create one single brand for your media house. You have to cross reference through the different channels.

Page 2 – the multimedia summary. Adding this to the cross references will drive traffic online.

The role of user generated content in multimedia convergence. Example: Verdens Gang (VG) Norway – Strategies to reach the audience:
-Use mobile Internet to transform passive readers into contributors (…)

VG community beats the news agencies on reporting about the tsunamy in Southeast Asia (2004). VG asked their community members to become reporters. They’ve also provided information to the victims (Norwegians stuck in Thailand).

UGC published in print and online: Kleine Zeitung were telling their readers how to take pictures and what to take pictures of (“let us know what we don’t know”).

The role of video and audio in multimedia story telling. In-house produced content / Web TV news / Syndicated content. Video embedded in online story – you don’t need to use video for every single story (movement, emotion).

Lifestyle features benefit greatly from video. Some things cannot be conveyed in print.

Audio & podcasts. Audio adds emotion to local online stories. Audio brings you closer to the story. In a small community this is very effective. It connects you more.

Audio slide shows. This is not something many news organizations do, but it’s a very powerfull tool and it’s very easy to produce. Multimedia features – print, web, audio slideshows. Moving pictures sometime take the emotion away.

New tools to look out for: Quick response (QR) codes. Scan the code with your mobile phone and it takes you to a site or a video. This is great for advertising too.

Social networking & micro blogging – Twitter, Facebook (developing applications for Facebook and other networking sites) (see NY Times daily news quiz; they’re going where their readers are going).

Media convergent journalism: audience orientation, delivering richer news and information services, communication (two way), breaking out of traditional formats, integratoin of newsflow management, cross training of journalists, developing a relationship with your reader, companywide repositioning and reorganization.

Danny Dagan, New Media Consultant, UK: Can I have one of those Web 2.0’s, please? Web 2.0: What is it? Do you need it? How to get it

What is Web 2.0? Refers to a supposed second-generatoin of Internet-based services – such as social networking sites, wikis, communicatoin tools, and folksonomies – that let people collaborate and share information online in ways previously unavailable.

Core questions about UGC:
– What’s it for and do I need it?
– How do I get it?
– If I get it, how do I manage it?

The Duh! Process
1. Analyse the market and see how new web 2.0 opportunities can help your specific business plans. Only when you define the business model you’ll be able to decide what you need.
2. Identify the best path to implementation
(…)

Novelty and “coolness” are great, but aren’t usually behind long-term scalable success. Good online products address a need or solve a problem.

Don’t promise your CEO to be the next Facebook… Think about your business model, think about what makes your proposition unique.

What kind of things can you do that a web 2.0 would help you?
On your site:
– Engage customers with rapid development cycles.
– Give the customer a voice, interact with them communally. (it’s easy for BBC to build communities, because people feel it’s theirs)
– Grow audiences and monetisable inventory.
– Use social reviews and recommendations, social eCommerce.
– Build a new product that everyone wants or create one for your demographic.

On existing social sites:
– Spread the word and build brand and apps (but don’t spam).
– Aggregate and integrate.

One of Dell’s users (Jeff Jarvis) had a realy bad experience with a Dell computer – Dell Hell. Dell took that one onboard. They said “we need to stop ignoring what customers are telling to us”. Created Ideastorm. The key here is: if you’re criticized on the net you shouldn’t ignore it.

How do I get it?
The rules of Web 2.0 Start-ups:
– If the techies are at the top, it’s usually better.
– The “let’s sell it to Yahoo” business plan is usually bad for your business.
Ask specific questions about scale, load and functionality.
– Be suspicious about buzz-words.

Ok, how?
– Build – spec up and build yourself.
– Open Source – Check licenses. Need in-house expertise, but full control, and rapid development plan
– White label

How do I manage it?
Important:
– If you can’t stand the heat, get out of the kitchen
– Show integrity – your users will not tolerate the corporate line
– Don’t spam
Also:
– Show users you care
– Get the big guns involved
– Get your usability and user-journey 110% right.

How to choose a hockey stick
– Since it is very difficult to control an oversized or undersized stick…

Think about what bloggers will say about you!

Lucian Despoiu, General Manager, Kondiment: Digital Strategy Optimization (DSO)

Digital Strategy for…?

Traim intr-o lume web 2.0. Frecventa vizitarilor site-urilor sociale / numarul de utilizatori de internet. E limpede spre ce se indreapta utilizatorii.

Market Validation / Valuation for SN Projects

Online Presence: Generalistic4Biz; Verticalized
Your Identity!: opening the first blog; own_domain, our recomamandation: seopedia.org; inside an existing social network
Online Activism! – Digital Personal Branding

exemplu: Radu Mazare – rata de click: CPM – 1-3 la suta in mod normal, declinarea identitatii online a dus la CPM – 17 la suta (in Cancan)

Clarify/Set your digital objectives
Ce vrem sa obtinem din activitatile digitale?
– Cresterea notorietatii
– Cresterea vanzarilor
– Startarea de dezbateri pe anumite teme
– Atragerea / Cresterea bazei de re-selleri (indirect sales)
– PR in randul viitorilor angajati
– Intretinerea relatiei cu investitorii
– Transformarea in centru de profit a operatiunilor pe internet

Aventura online incepe cu prezenta:
– MiniSite
– Presentation Website
– Portal
– Blog
– Channel in a social network
– Own social network
– Advergame

Decentralisation of user relations + Viral marketing = Strong economy of scale

Forester Research: level of trust in various forms of advertising: recomendations from consumers, brand web sites, email I signed up for, consumer opinions posted online (inainte de tv, reviste, radio).

Ce poti face: sa asculti, sa vorbesti, sa adrenalizezi (WOM referrals), sa oferi customer service, embracing (product development, members become contributors).

Online Communication Strategy
Visit (40 %)
SEO
Pay Per Click Campaigns
Online Media (Rich Media Banners)

Re-visit (20 %)
email marketing

Social distribution (40 %)
Viral Campaigns
SMO – Social Media Optimization

1. Strategie Digitala
2. Fii prezent online acolo unde sunt clientii tai
3. Comunica online! Strategic!
4. Fidelizeaza vizitatorii (scade costul revizitarii)
Invata de la vizitator! Lasa vizitatorul sa decida!
5. Intern – comunica si pentru colegi!
6. Pregateste echipa manageriala pentru revolutia web!
7. Optimizeaza permanent strategia digitala.

(…)

Ionut Oprea, co-fondator Blog Agency: Marketing si comunicare prin bloguri
Bloguri: personale, tematice, comerciale
Conversatii online: multe, simultane, interconectate intr-o mesura foarte variabila
Platforma low-cost

– Nu avem bloguri tematice de succes in Romania
– Problema, dar si oportunitate: crearea de bloguri tematice pentru acoperirea unor nise – anyone?
– In Romania inca poti crea comunitati
– Publicitatea pe bloguri: rezervata cunoscatorilor / companiilor online / agentiilor interactive
– PR pe bloguri: se rezuma la cateva simple testari de produse

– 50+ bloguri cu trafic semnificativ (minim 1000 vizitatori unici/zi), reach total peste 50 k unici / zi
– 1100 bloguri active in blogbrowsing.ro pentru campanii R-O-N (1.5 M afisari disponibile/luna), formate noi disponibile in curand fata de peel-away
– cateva bloguri tematice cu trafic semnificativ pana la sfarsitul anului
– cateva bloguri comerciale cu trafic semnificativ pana la sfarsitul anului
– formate posibile: leaderboard, skyscraper, formate specifice blogurilor (sidebar, interior)
– plata in regim sponsorship, nu la afisare

Campanii (blogvertising.ro)
– IBM (b2b), Heineken, BestJobs, PcGarage, Altfex, MagazinulDeCase, Discovery Channel.
– Nici o campanie din 2008 nu a atins pana acum bugetul si impactul campaniei realizate in 2007 pentru marketonline.ro (10k euro, 60% crestere)
– doar campanii de testare

O directie de marketing pe bloguri: oferiti-le continut util / distractiv pe care sa il foloseasca (sounds like PR, huh? 🙂 )
Exemplu: MagazinulDeCase – discutii pe bloguri (crestere de peste 30%)

Cititorii de bloguri prefera/raspund mai bine la:
– bannere interactive
– continut dinamic – criterii de context
– schimbarea bannerelor la intervale mai scurte
– elemente de advertising integrate cu blogurile pe care apar

Provocari:
– echilibru intre relevanta – reach – autoritate (nu doar instrumente de descoperire ca zelist, google blogsearch)
– maximizarea comunicarii prin blog/bloguri si a potentialului viral pe care il ofera;
– crearea de bloguri comerciale de succes
integrarea actiunilor de blog marketing / blog advertising in actiuni de marketing / pr / advertising (actiunile se pot sustine una pe cealalta sau pot pregati terenul una pentru cealalta)

2007-2008:
– 2007 a fost un an al experimentelor
– previziunile facute anul trecut s-au confirmat: avem instrumente de reach pe bloguri care au adus campanii de anvergura, avem proiecte de marketing online; pr-ul inca se teme de bloguri in Romania

Solutia?
– Beck’s au angajat bloggeri in Austria, ajungand la concluzia ca nu pot simula autenticitatea unui blogger.

Intrebari: (…)

Gata, plecam acasa! 🙂