mobilising print media: new paths to purchase
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TRANSCRIPT
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Data protection 2013
Friday 8 February
#dmadata
Supported by
Mobilising print media: new paths to purchaseThursday 19 June 2014, DMA House#dmamobileprint
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8.30am Registration and breakfast
9.00am Welcome from the ChairVirginie Kan, Head of supporter acquisition and marketing, Action Aid
9.10am Using consumer insights to improve your marketing decisionsDanny Thompson, Head of product marketing, Experian
9.30am Clique Sales Platform: The transactional print opportunity for publishersSimon Samuels, VP commercial director, Clique Sales Platform
9.50am The Monarch Mountains – Using AR to elevate DM with an experience hungry audienceMichael Nelson, Group account director, WDMP
10.10am Increasing your smart response to traditional mediaAlan Beesley, Managing director, Yoozup
10.30am Q&A
Danny Thompson, Head of product marketing, Experian
Simon Samuels, VP commercial director, Clique Sales Platform
Michael Nelson, Group account director, WDMP
Alan Beesley, Managing Director, Yoozup
Laurence Mifsud, Media agency channels director EMEA, PowaTag
11.00am Closing comments from chair
Virginie Kan, Head of supporter acquisition and marketing, Action Aid
11.10am End
Agenda
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Welcome from chair
Virginie Kan, Head of supporter acquisition and marketing, Action Aid
#dmamobileprint
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Using consumer insights to improve your marketing decisions
Danny Thompson, Head of product marketing, Experian
#dmamobileprint
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© 2014 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Limited. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this
copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Know your audience
Danny Thompson
Global Product Manager
Experian Marketing Services
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66© 2014 Experian Limited. All rights reserved.
Experian Public.
£107bn projected spend online by 2018
rise in mCommerce
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77© 2014 Experian Limited. All rights reserved.
Experian Public.
44% of consumers use their Smartphone in store to compare prices
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88© 2014 Experian Limited. All rights reserved.
Experian Public.
61% of holidays are researched and purchased online
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99© 2014 Experian Limited. All rights reserved.
Experian Public.
Listen to your customers
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1010© 2014 Experian Limited. All rights reserved.
Experian Public.
One day last week…..
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1111© 2014 Experian Limited. All rights reserved.
Experian Public.
Consistent targeting is key
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1212© 2014 Experian Limited. All rights reserved.
Experian Public.
Measure
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1313© 2014 Experian Limited. All rights reserved.
Experian Public.
Summary
Understand
TargetMeasure
Identify
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© 2014 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Limited. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this
copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Know your audience
Danny Thompson
Global Product Manager
Experian Marketing Services
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Highlighting the current focus on the platform and not just the magazine as a showcase to the platform
Simon Samuels, VP commercial director, Clique Sales Platform
#dmamobileprint
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The Monarch Mountains – using AR to elevate DM with an experience hungry audience
Michael Nelson, Group account director, WDMP
Follow the link to access the video from the presentationhttp://vimeo.com/74360296
#dmamobileprint
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Increasing your smart response to traditional media
Alan Beesley, Managing director, Yoozap
#dmamobileprint
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Increasing your smart response to traditional media
Alan Beesley
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Context
• The Brits love their mobile devices
– 80% check device within 15 mins of waking
– 65% own a Smartphone
– 40% own a tablet
– 61% use them to research or buy
• However
– 70% of commercial activity still happens in the real world
Source: Google Trends, IPOS Mori
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Interactive response is rising
In response to advertising
– 11% of adults scanned a QR code (5% LY)
– 13% downloaded an app (6% LY)
– 20% went online to buy (14% LY )
For out of home media
– Customers are 32% more likely to buy from an advert if it has an instant purchase mechanism such as short URL or QR code
Source: Interactive Europe, Kantar media
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The offline/online opportunity
• Trial and error defines the last 3 years for consumers, agencies and marketers
– Discovery, novelty and distraction
• The next generation of “trans-media” campaigns must be
– Relevant (direct and to the point)
– Responsive (device agnostic)
– Transactional (reward the interaction)
Source: Millward Brown, Google trends
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YooZap direct response
• A device friendly page with text, images, video, forms and a purchase or donation facility that can be amended 24/7.
• Sells products or accept donations by Card, PayPal or Direct Debit in 26 currencies.
• No consumer app required. Every page is dynamically optimised for any smartphone, tablet or PC.
• Add a custom URL, NFC Tag or QR Code to a flyer, letter, poster, magazine or webpage to ensure the optimal supporter experience.
• Every advert and it’s location is measurable with our detailed analytics.
Note: PayPal have 18 million active accounts in the UK alone and offer a fixed 1.4% +20p per transaction processing charge for charities and NGO. Example Direct
Response page
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The moment the advert is seen
A customer spots an advert
1. Enter the URL, touch NFC or scan a QR
2. View text, images and video
3. Give, Buy, Save, Share or Subscribe.
Carry on with the day….
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Easy to use campaign creation wizard
PUBLISH
PAYMENT
VISUALS
TEXT
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Full campaign analytics
Analyse in real-time online or via our mobile app all aspects of your campaign.
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Demonstration
www.actionnow.co/buy
www.actionnow.co/give
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Case Study – Sparks “Bakes for Bumps”
Digital response mechanic
• Registration form
• Donation page
• National advertising on train and tube posters and flyers
• DM packs sent to all subscribers with additional digital donation mechanics
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Supporters Card and donation page
• Every supporter given a secure way to accept payments. With the money going direct to Sparks, instantly.
• The branded landing pages were adapted during the campaign.
• Donation in 3 clicks with instant Gift aid mandate.
• Automatically captured the donator and supporters name, address and email.
• Branded receipts and thank you emails were automatically sent for every signup and donation.
• Supporters unique URL’s available for sponsorship forms, shirts etc. Example Payment
Terminal
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Put simply… 3 Steps to increased response
Step 2Step 1 Step 3
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Maximising your smart response
• Include digital response as standard on all offline media
• Offer multiple response options
– URL, QR, NFC
• Tell customers what to do
– “type, scan, touch”
• Tell them what they’ll get
– “to buy, to give, to register, to enter”
• Deliver a responsive landing page
• Enable responders to transact in less than 3 clicks
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Thank you
Alan Beesley
YooZap Limited
27 Old Gloucester Street
London
WC1N 3AX
@YooZap
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Q&A
Danny Thompson, Head of product marketing, ExperianSimon Samuels, VP commercial director, Clique Sales PlatformMichael Nelson, Group account director, WDMPAlan Beesley, Managing director, YoozupLaurance Mifsud, Media agency channels director EMEA, PowaTag
#dmamobileprint
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Closing comments from chair
Virginie Kan, Head of supporter acquisition and marketing, Action Aid
#dmamobileprint
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DMAAwards 2014
www.dmaawards.org.uk
Entries open – Now!
Early bird deadline – 1 August
Close of entries – 12 September
Awards night – 2 December
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Upcoming events
Introduction to data protection (Manchester) –1 July 2014 – Book now
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