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Marta Klepka
CEE Digital Director Publicis Groupe |VivaKi Regional Lead
Addressing the mobility by
tapping into human
expe...
Source: Survey Monkey, WW clients attending ZO/PFX digital days, London Nov 13
But…why?
with
Participant
Marketing
Framewo...
Mobileexperience
=Humanexperience
Addressthemobilitybytappinginto
humanexperience
OTHER
10%
36%
43%
4%
3%
4%
Human-centricapproachtomobile
Consumers = Participants are
screen agnostics
Mobile = how people...
Addressing themobility
MOBILITY
Personali
sed
Always
on
Local
Motivating
Adaptive
Conversa
tional
Right message
Right time...
Always on 1st mobile campaign for m-bank app
Educate customers and reach max downloads
Message focused on the accessibilit...
Local Significantly increase of sales of household
insurance via search campaign for Aviva Poland
Consumer research led to...
Revive the interest and increase sales of
Queen’s juice by creating viral buzz around the
first mobile application for bra...
MobileslowlyprovesitselfinCEE
0%
5%
10%
15%
20%
25%
30%
35%
1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012 8.2012 9.2012 10.2012 11.2012 12.2012 1.201...
0%
2%
4%
6%
8%
10%
12%
Phones Tablets PC
Source: gemiusTraffic, working day, 2013, Czech Republic
Shareofpageviews
Dailyus...
MobileinternetandappusageinBulgaria
69.6% use
mobile
Internet
everyday
58.3% use
applications
everyday
71% use
Social Medi...
Wehavemobilestrategy,andyou?
Sharing
Internal Mobile Steering
Committee of Global
Experts
Mobile Matters Newsletter
for ZenithOptimedia and
Performics ...
Makemobileusefulandsetyourselfachievable mobile
KPIs
50%of campaigns
with mobile
component
Test
and learn
Mobile search
st...
Thank You!
marta.klepka@vivaki.com
twitter.com/MartaKlepka
pl.linkedin.com/in/martaklepka
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Addressing the mobility by tapping into human experience - presentation from Webit CEE conference, Sofia 2014

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09.04.2014 Webit CEE Digital Summit, Sofia, Bulgaria
Goal: "Addressing the mobility by tapping into human experience" http://www.webit.bg/index.php
Short description: Loads was said about mobile. It is the future, it is now, it is irrelevant, it is .... Exactly what it is?
Marta Klepka will speak about mobile from the perspective of how people live their lives in a busy, hectic, always-on-the-go world. Yesterday's consumers are today's Participants. We do not have the mission of informing uninformed anymore. Participants expect seamless experience across all channels, it requires integrated planning and management.
How to do that? By tapping into human experience...

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Transcript of "Addressing the mobility by tapping into human experience - presentation from Webit CEE conference, Sofia 2014"

  1. 1. Marta Klepka CEE Digital Director Publicis Groupe |VivaKi Regional Lead Addressing the mobility by tapping into human experience Webit CEE, Sofia 09.04.2014
  2. 2. Source: Survey Monkey, WW clients attending ZO/PFX digital days, London Nov 13 But…why? with Participant Marketing Framework
  3. 3. Mobileexperience
  4. 4. =Humanexperience
  5. 5. Addressthemobilitybytappinginto humanexperience
  6. 6. OTHER 10% 36% 43% 4% 3% 4% Human-centricapproachtomobile Consumers = Participants are screen agnostics Mobile = how people live their lives in a busy, hectic, always- on-the-go world
  7. 7. Addressing themobility MOBILITY Personali sed Always on Local Motivating Adaptive Conversa tional Right message Right time Right place Right stimuli Agile Sharable
  8. 8. Always on 1st mobile campaign for m-bank app Educate customers and reach max downloads Message focused on the accessibility of the banking services via mobile (Android &iOS) 1st usage of slider banner in mobile environment Campaign reached 62% of internet population in Bulgaria (incl. display ads) Over 45k clicks 0.83% CTR (average CTR is 0.42%) Challenge Results Actions YOUR PHONE IS YOUR BANK Source: ZenithOptimedia Bulgaria 2014
  9. 9. Local Significantly increase of sales of household insurance via search campaign for Aviva Poland Consumer research led to choice of timing Focus on competitive advantages Optimised for desktop, mobile and tablets Click-to-call CTR higher 13,5% than standard ads 76% increase in no. of contact forms The number of driven calls = no of completed forms! Challenge Results Actions 70%of mobile searchers have used „the call button” Source: The Role of Click to Call In the Path to Purchase September 2013; ZenithOptimedia and Performics Poland 2013
  10. 10. Revive the interest and increase sales of Queen’s juice by creating viral buzz around the first mobile application for brand in Bulgaria. Branded mobile versions of the most popular email provider abv.bg & mobile ads on targeted websites (leading to app stores) Over 200k downloads and counting! The only application made by advertiser listed in Google Play top free suggestions in Bulgaria, no 4 local app on iTunes Challenge Results Actions Conversational Source: ZenithOptimedia Bulgaria 2014
  11. 11. MobileslowlyprovesitselfinCEE
  12. 12. 0% 5% 10% 15% 20% 25% 30% 35% 1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012 8.2012 9.2012 10.2012 11.2012 12.2012 1.2013 2.2013 3.2013 4.2013 CZ DK LV LT BG SK HU PL 31% 20% 12% 5,2% Source: gemiusTraffic, gemiusRanking Shareofpageviews Mobiletraffic share In 2014 for Bulgaria ~7% of local traffic was from mobile and tablet devices (*this is ONLY for sites tagged by Gemius)
  13. 13. 0% 2% 4% 6% 8% 10% 12% Phones Tablets PC Source: gemiusTraffic, working day, 2013, Czech Republic Shareofpageviews DailyusageofvariousplatformsintheCzechRepublic
  14. 14. MobileinternetandappusageinBulgaria 69.6% use mobile Internet everyday 58.3% use applications everyday 71% use Social Media everyday 71% use Social Media everyday Source: Pragmatica & Digitribe research December 2013; full report available http://digitribe.bg/
  15. 15. Wehavemobilestrategy,andyou?
  16. 16. Sharing Internal Mobile Steering Committee of Global Experts Mobile Matters Newsletter for ZenithOptimedia and Performics Clients Education Mobile Marketing Association Members Mobile Training Sessions Best of ZenithOptimedia and Performics Mobile Thinking and Partners Resources to make the Most out of Mobile Market Profile White Papers Speaking opportunities Case studies
  17. 17. Makemobileusefulandsetyourselfachievable mobile KPIs 50%of campaigns with mobile component Test and learn Mobile search strategy Owned mobile assets
  18. 18. Thank You! marta.klepka@vivaki.com twitter.com/MartaKlepka pl.linkedin.com/in/martaklepka

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