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Mobilising print media: new paths to purchase

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  • 1. Data protection 2013 Friday 8 February #dmadata Supported by Mobilising print media: new paths to purchase Thursday 19 June 2014, DMA House #dmamobileprint
  • 2. 8.30am Registration and breakfast 9.00am Welcome from the Chair Virginie Kan, Head of supporter acquisition and marketing, Action Aid 9.10am Using consumer insights to improve your marketing decisions Danny Thompson, Head of product marketing, Experian 9.30am Clique Sales Platform: The transactional print opportunity for publishers Simon Samuels, VP commercial director, Clique Sales Platform 9.50am The Monarch Mountains – Using AR to elevate DM with an experience hungry audience Michael Nelson, Group account director, WDMP 10.10am Increasing your smart response to traditional media Alan 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
  • 3. Welcome from chair Virginie Kan, Head of supporter acquisition and marketing, Action Aid #dmamobileprint
  • 4. Using consumer insights to improve your marketing decisions Danny Thompson, Head of product marketing, Experian #dmamobileprint
  • 5. © 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
  • 6. 66© 2014 Experian Limited. All rights reserved. Experian Public. £107bn projected spend online by 2018
  • 7. 77© 2014 Experian Limited. All rights reserved. Experian Public. 44% of consumers use their Smartphone in store to compare prices
  • 8. 88© 2014 Experian Limited. All rights reserved. Experian Public. 61% of holidays are researched and purchased online
  • 9. 99© 2014 Experian Limited. All rights reserved. Experian Public. Listen to your customers
  • 10. 1010© 2014 Experian Limited. All rights reserved. Experian Public. One day last week…..
  • 11. 1111© 2014 Experian Limited. All rights reserved. Experian Public. Consistent targeting is key
  • 12. 1212© 2014 Experian Limited. All rights reserved. Experian Public. Measure
  • 13. 1313© 2014 Experian Limited. All rights reserved. Experian Public. Summary Understand TargetMeasure Identify
  • 14. © 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
  • 15. 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
  • 16. 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 presentation http://vimeo.com/74360296 #dmamobileprint
  • 17. Increasing your smart response to traditional media Alan Beesley, Managing director, Yoozap #dmamobileprint
  • 18. Increasing your smart response to traditional media Alan Beesley
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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….
  • 24. Easy to use campaign creation wizard PUBLISH PAYMENT VISUALS TEXT
  • 25. Full campaign analytics Analyse in real-time online or via our mobile app all aspects of your campaign.
  • 26. Demonstration www.actionnow.co/buy www.actionnow.co/give
  • 27. 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
  • 28. 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
  • 29. Put simply… 3 Steps to increased response Step 2Step 1 Step 3
  • 30. 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
  • 31. Thank you Alan Beesley YooZap Limited 27 Old Gloucester Street London WC1N 3AX alan@yoozap.com @YooZap
  • 32. 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 Laurance Mifsud, Media agency channels director EMEA, PowaTag #dmamobileprint
  • 33. Closing comments from chair Virginie Kan, Head of supporter acquisition and marketing, Action Aid #dmamobileprint
  • 34. DMA Awards 2014 www.dmaawards.org.uk Entries open – Now! Early bird deadline – 1 August Close of entries – 12 September Awards night – 2 December
  • 35. Upcoming events Introduction to data protection (Manchester) – 1 July 2014 – Book now Data works: connecting the data dots – 17 July 2014 – Register now A TV dinner (Manchester) – 15 July 2014 – Register now ZEDTalk 1: Creativity and ideas – 24 July 2014 – Register now