Alex Cernatescu Infinit - Keynote - Mobile Conference 2013

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Rompetrol mobile app launch case study. Tradigital strategy approach and digital ecosystem context.

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Alex Cernatescu Infinit - Keynote - Mobile Conference 2013

  1. 1. Mobile use as part of theTradigital brand ecosystem.Rompetrol mobile app case studyAlexandru CernatescuCEO & Head of Strategy
  2. 2. TRADIGITAL?What is and why
  3. 3. What does the client want?“ We need to have an integrated approach that willbring long term holistic value to all the digital assetsthat we are constantly building.The consumer is at the center of our branduniverse, he is digital and he is in charge. We wantto join our customers in they journeys and we wantto give them useful and usable information on alldigital channels.”Gabi CorbuDigital Marketing ManagerRompetrol Group
  4. 4. Theconsumerisnow• More informed• More tech-savvy• Mobile• Faster• Always on• IN CHARGE}http://pinterest.com/belembarbosa/digital-consumer-behavior/
  5. 5. Reality today- McKinsey Quarterly
  6. 6. TMapproach is needed.
  7. 7. Tradigital is• To mix state of the art technology and interactive serviceswith traditional advertising skills• To create compatible and scalable consumer-oriented branddigital assets - ( web & mobile, including social media andCRM )• To put them together to create digital-focused brandecosystems ( with the ultimate goal to create brand SingleSign On )• To run integrated multi-channel advertising campaigns withthese ecosystems in the centre.
  8. 8. ATLBTLMediaPROnline – Creative, Strategy and DevelopmentDigital In store/ ExperienceDigital Media / PerformanceOnline PR & Reputation ManagementMobile Apps and brand interfaceSocial MediaCROSS CHANNEL CONSISTENCY via DIGITAL ADVERTISING ECOSYSTEMAdvanced CRM / Loyalty across multiple channels and contact pointsLong term consumer engagement strategiesSeamless channel integration and roll-out of global large campaignsA whole new range of measuring performance across channels
  9. 9. • The tradigital approach to advertising empowers yourbrand ecosystem with every campaign or activation. Thisway it remains, lives on and delivers even after thecampaign is over.• This approach encourages the creating and sustaining largeactive communities.facts
  10. 10. Instance of the Rompetrol digitalecosystemCRM , Loyalty, SSO
  11. 11. • There cannot be “just mobile” anymore• Mobile can be maximized only by integratingit in a holistic approach• Mobile is going towards being used as themain brand single sign on device
  12. 12. THE ROMPETROL MOBILE APPIntroducing the mobile app part of the digital ecosystem
  13. 13. The mobile app will• Play a key role in the brand single sign on• Become a gateway of interaction andengagement between the consumer and thebrand• Give the consumer the opportunity to accesshis relation with the brand – loyalty• Become an “owned” media channel in itself+ +
  14. 14. Results• Lifetime total downloads: 230 downloads• Latest version (in just 2 weeks):– iOS 53 downloads, 2 very good reviews– Android 63 activations, average 4.5 rating
  15. 15. THANK YOU.Alexandru CernatescuCEO & Head of StrategySCAN THE QR CODES AND TRY IT NOW !
  16. 16. Full contact informationLinkedIn:http://www.linkedin.com/in/alexcernatescuFacebook:http://www.facebook.com/alex.cernatescuhttp://www.facebook.com/infinitsolutions.roTwitter:http://twitter.com/alexcernatescuSlideshare:http://www.slideshare.net/AlexCernatescuAlexandru Cernatescu – CEOEmail: alex@infinitsolutions.roBlog: www.alexcernatescu.comInfinit Solutions Agencywww.infinitsolutions.ro

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