Tal como prometido, aqui ficam as notas das sessões a que assisti no primeiro dia do Cross Media 2013. Se tiverem alguma questão, terei todo o gosto em tentar responder. Amanhã partilharei as do segundo e último dia. 23 Outubro 2013 ========== The Importance of Including Print in Your Content Marketing Strategy Kasper Cross InfoTrends ========== * Outbound is becoming Inbound * Content gives permission to sell * Mobile is growing in enterprises * Print is a very trusted media * Studies show that people still love print * Emotional value * Reaches offline users * New marketers dont understand the value of print * Combining campaigns equals better response - Cross-Media * It takes 6 to 8 touches to get to a customer that hasnt heard about your company or product * Direct mail is ideal for content marketing * Segmentation * 1to1 * Variable data printing * Combine with online * Purl - Personalised Landing Pages * QR Codes * Augmented reality * NFC * Web keys * OLED display * Seen as premium by customers * IKEA using Augmented reality * Puts forniture in your leaving room * Smartphones * Younger generations use smartphones * Adoption in older generations is slower ========== Putting Print Back on the Map... by keeping it creative, engaging and relevant Justin Caims Donna Brown OgilvyOne Worldwide ========== * While digital allows for instant feedback, print leaves a lasting presence * Use the channels that works * Campaigns * Print 2.0 * Cross Media campaign * Personalised web key by KYP * Print invite > Purl > Email confirmation > SMS reminder > biscuits and newspaper * BA Mosaic * Invite members to participate in global campaign * Members sent picture and reason for joining * Images created in mosaic using the pictures of the members * IBM Wimbledon * Data driven souvenirs * Dishoom * Get Indian people to eat there * People from India created plates with stories from eating in India * Stories made into real plates * Social media told the stories * They keep putting stories in to the plates * BA Details * 500 personalised books * Publication with micro print in it * Needed a magnifying glass to read * Back to Vinyl * Vinyl sent to clients * Sent a record player out of cardboard * Plays the music using a mobile app * Nivea Solar * Printed solar panel for charging phones * Advice * Be a creative and inspire people * Understand and embrace creative ideas * Use print to start the conversation * See the positive advantages of printed words and objects * Accept and believe that people love and respect print * The future of print * Start the conversation * Print will standout ========== Augmented Reality for Printers and Publishers - An Insight into Clickable Paper by Ricoh Lee Todd Just Regional Julian Barnwell Barnwell Print ========== * Social-mobile or SoMo * QR Codes havent been used properly * Not centered in content * 50% of searches are done using phones and tablets * Many newspapers are now free * Crowded market again * Printable paper * Extra content * Enhance magazine * Retain advertisers * Analytics to prove ROI * Data shows what is working * Now the local nespwspaper is also the local tv network * Great for books as well * Cooking book * Mechanics * Education * Packages * Perfect for SoMo * Center everything in content and you cant go wrong ========== Integrated Marketing - Bringing Online and Offline together to Creat a Poweful Marketing Mix Julia Cole HP Kate Mason HP ========== * What % of 18-24 prefer to read from paper than from a screen? 83% * Study by Twosides * Trust is most important in marketing * Print is more tangible and trustworthy * Study by fastMap * Print material is more memorable than screen information * Bangor University study for the Royal Mail * Campaigns * Queenss Jubilee celebration * Pantone book using the Queens clothes * Pantone Queen Guide * Wallpaper * You could Design your own Magazine Cover * Sponsored by Swatch * Albion * Season ticket renovation * Personalised poster sent by direct mail * Coca-Cola * Personalised labels * 32 countries * 800 million labels * Heineken * Personalised bottles * Aurasma * App * Image recognition technology * Overlaying clickable buttons by augmented reality onto the page * Interactivity * Take picture with model ========== New innovations in Delivering Personalised Content Jamie Brighton Adobe Martin Smith Neolane ========== * Why personalise? * New client aquisition * Increase brand loyalty lifetime value * Increase engagement * What does personalization looks like? * Personalised experience is driven by * Data * Content * Response * Personalization should be part of the strategy and not a gimmick * Steps * Visitor segmentation * Market driven sites by studying segments * First page experience * Sophisticated approaches * Dynamic marketing content * Big investment in developing a website but not in learning with the users of the website * Adobe CMS * Campaigns * Style your own beard * Website with augmented reality to try different beard styles * Able to download and share picture * RSA * Pets insurance * Tested various treatments of their more than pet insurance quote and buy process * Matching the bread of the pet with the animal to be insured increased sales in 4% * Testing and changing the checkout CTA increased sales in 2% * Laithwaites Wine * Funding by reducing 77% budget from CCP * Started showing the last 3 wines on the home page * Under Armor * 300% lift in conversion by re-engaging customers that abandoned a sale * Barnes and Noble * Drive more relevant and event triggered messaging * Sales per email doubled * Cspire Wireless * Personalise costumer communications across email, call center, SMS, mobile app, POS * Open rates 41% & CRT by 25% * Email efficiency by 11x * BMW * App * Utilizing location based services * Across all aspects of customer touchpoints * Personalised messaging and content * GiffGaff * Personalised Facebook app containing information from: * Declared & inferred * Consumer knowledge * Community news feed * Billing and provisioning * How to do it * Finger print the customer actions * What they do and how * Compelling content * Relevant content * Great data * 7x more sales by a known customer * Data from anonymous to verified identity * Content from general to personalised * Ability from manual to automated * Across all touch points ========== Email Conversions and Subject Lines Parry Malm Parrymalm@gmail @parrymalm Plus.to/parrymalm Adestra ========== * Subject lines are not supposed to make everyone open but to help you decide if it is for you or not * Leave a positive brand impression * Being seen is almost as important as being open * Movable ink * Inbox branding strategy * Dont measure success in email by open and clicks * Sending more emails works better * Findings * Free and cheap are negative * Alert and breaking boosts open rate * adestra/subjectlines * The Future of Email * Content led Custom Audience targeting * MD5 Hash * Pre-market * Campaign * Upload attribution list * Pre-market the campaign * Send a serie of emails * Make 5 tests * Send best one and send to everyone that didnt open * Retargetnoon-openers with hard sales creatives via CAs * Use best in next campaign and make 5 new tests * Take AIDA into account * Reconnect before they disconnect * Find out when each customers begins disconnecting * Email them more * Make them engage or unsubscribe
Posted on: Thu, 24 Oct 2013 00:49:51 +0000
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