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Telenor, Online branding & Mobile marketing Online branding & mobile marketing Author: Jacob Netteberg, Online AD & Content Mangement, Telenor A/S (DK)

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Presentation on theme: "Telenor, Online branding & Mobile marketing Online branding & mobile marketing Author: Jacob Netteberg, Online AD & Content Mangement, Telenor A/S (DK)"— Presentation transcript:

1 Telenor, Online branding & Mobile marketing Online branding & mobile marketing Author: Jacob Netteberg, Online AD & Content Mangement, Telenor A/S (DK)

2 Telenor, Online branding & Mobile marketing Introduction Personal & Company presentation Telenor Online branding Banner types (product based, SIM-only & lead-generators) Brand recognition vs. Brand retrieval, presence and prefference Example of iPhone tactical campaign Contextual Branding the right message, delivered at the right receiver at the right time Major upscale in Mobile Marketing Application ownership Channels and hardware Traffic comparrison on devices and consumers Media choise; WAP, SMS, APPS, MiniWEB, 2D barcodes (QR Code), other? Q&A 2

3 Telenor, Online branding & Mobile marketing 3 Jacob Netteberg Online Art Director, Web Content Management (Btb) Telenor A/S (DK telenor.dk / selvhenter.dk / mobil2kr.dk / mobil.telenor.dk 12 års branche erfaring med grafisk online kommunikation (bureau, konsulent, retail) - 4 år i Telenor (Sonofon), nu DONG Energy A/S Besøg: ca pr. md. Views: ca pr. md. Telenor A/S (DK) Kunder (Tal fra december 2009) 2,038 mio. mobilkunder / DSL kunder / fastnetkunder Markedsandele 1. halvår 2009 Bredbåndskunder: 21% Mobilkunder: 20,5% Samtaletrafik: 23,4 % SMS: 19,4 % Omsætning Årlig omsætning i 2009 var på 6,6 mia. kroner

4 Telenor, Online branding & Mobile marketing Telenor Online branding Banner types (product based, SIM-only & lead-generators) 4

5 Telenor, Online branding & Mobile marketing Telenor Online branding Banner types (product based, SIM-only & lead-generators) A word on “CPM”, “CPC”, “CPL” and “CPA” Brand recognition vs. Brand retrieval, presence and preference in various channels and media types 5

6 Telenor, Online branding & Mobile marketing Telenor Online branding Example of iPhone tactical campaign January

7 Telenor, Online branding & Mobile marketing Contextual Branding the right message, delivered at the right receiver at the right time 7

8 Telenor, Online branding & Mobile marketing Contextual Branding the right message, delivered at the right receiver at the right time The story about Martin Lindstrom (author of “Buyology - Truth and Lies About Why We Buy”) in 2002 with a DoCoMo / NTT-network and StarBucks 8

9 Telenor, Online branding & Mobile marketing Contextual Branding Telenor 2010 doing major upscale in Mobile Marketing Use, and development of Applications and community exposure 9

10 Telenor, Online branding & Mobile marketing Contextual Branding Partnership with TV2 Beep, on Mobile application No 1 in App Store Exclusivity Editorial collaboration High click rates and converting rates 10

11 Telenor, Online branding & Mobile marketing Contextual Branding Partnership with TV2 Beep, on Mobile application No 1 in App Store Exclusivity Editorial collaboration High click rates and converting rates (Comparison figures indicates a leap from 0,5-2 to 3-5%!) 11 This is important!

12 Telenor, Online branding & Mobile marketing Contextual Branding 12 Loadscreen eksponering BannerLandingpage

13 Telenor, Online branding & Mobile marketing 13 Contextual Branding

14 Telenor, Online branding & Mobile marketing Contextual Branding Approach, and use of Mobile Marketing, Telenor Q2, 2010 Existing customers should be inspired, potential customers intrigued. Considering the low converting rate on mobile banner ads Branding value through ownership and partnerships 14

15 Telenor, Online branding & Mobile marketing Contextual Branding 15 Segmentation by operator Telenor-clientsnon-clients Platform segmentation iPhoneAndroidOviOtherNoneExcl. iPhoneNone Message Be inspired to new apps on your iPhone Be inspired to new apps from Android Market Be inspired to new apps from Ovi Market Free Facebook Mobile TV Video-on- demand Telenor clients have free Facebook rest of the year Switch to Telenor, and get free Mobile TV (*) Switch to Telenor, and get Video-on- demand Landing page Landing page containing 5 suggestion of apps with direct link to download from App Store Landing page containing 5 suggestion of apps with direct link to download from Android Market Landing page containing 5 suggestion of apps with direct link to download from Ovi Market All Telenor clients surfs free on Facebook with the mobile Click here to start.. (Direct link access to Facebook) As a Telenor client you can surf free on Facebook with the mobile Call us now, and get the exact subscription that matches your needs (Direct call button) As a Telenor client you can see Mobile TV on your device (list of content is confidential) Call us now, and get the exact subscription that matches your needs (Direct call button) As a Telenor client you can get Video-on- demand. (list of content is confidential) Call us now, and get the instant access to Video-on- demand (Direct call button) Relevant appsFacebook, etc. (confidential material)n/a

16 Telenor, Online branding & Mobile marketing Channels and hardware Traffic comparison on devices and consumers Media choice; WAP, SMS, APPS, MiniWEB, 2D barcodes (QR Code), other? 16

17 Telenor, Online branding & Mobile marketing Channels and hardware 17

18 Telenor, Online branding & Mobile marketing Channels and hardware 18

19 Telenor, Online branding & Mobile marketing Channels and hardware 19

20 Telenor, Online branding & Mobile marketing Other interesting aspects: Twitter YouTube Micro payments More and more and more.. Apps Other? 20

21 Telenor, Online branding & Mobile marketing Questions? 21


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