30 | IDG MOBILE PLAYBOOK

Why TDC decided to invest in mobile marketing

“We have won many new customers through our mobile marketing campaigns and it has helped TDC to grow as a brand” says Helen Oxhammar, CEO of marketing and communications, TDC, Sweden. ”As for now, our focus is on mobile advertising.”

IN THEREALWORLD

HOW WERE THE ADVERTISING CAMPAIGNS FORMED? At TDC, we think long term to build a brand that will be distin-guished from other larger IT and telecom suppliers in a more mature market. We want to be known as a brand that puts communication at the heart of what they are doing and

our campaigns focus on finding out more about the IT and tel-ecommunication challenges faced by Swedish companies. We are raising more important and major questions rather than advertising our prices and products. “What are the pros and cons and the consequences for IT and Telecommunications, as well as for the people working there? What are some of the challenges we might face within a five-year plan? What are the resources to help solve those?” These are questions our campaign has raised since 2011.

The research has been conducted by us in cooperation with TNS Sifo, Kairos Future and the results have worked as the basis for all communication. The idea was to help the IT Manager and to inspire, instead of only delivering hardware and software. As an IT and Telecoms business, we are obli-gated to be one step ahead.

WHY DID YOU CHOOSE TO ADD MOBILE IN YOUR MEDIA MIX?From the beginning it was a combination of being curious but also obligated as an IT and Telecoms business to be one step ahead to the rest of the market when it comes to ways of com-munication. Nevertheless, we knew our target audience were active smartphone users and they expect relevant information to be available 24/7, especially on the tablet or smartphone.

WHAT ARE THE RESULTS FROM THE CAMPAIGNS? In the past two years we have noticed a tremendous growth in brand awareness and in our new customer base.

For all campaigns we paid close attention to what channels we used and how well they have worked. We noticed appre-ciation from our customers by having higher number of new visitors, spending more time on the campaign sites as well as the growing knowledge of the brand.

REALWHAT ARE SOME OF THE LESSONS LEARNED FROM THIS CAMPAIGN? We have learned it is hard to stay ahead in our space and you have to constantly measure, learn and find new solutions. We were right that the target group were diligent mobile phone users. 50% of all visiting prospective customers on the cam-paign site came through mobile! We had custom-made our message to the mobile phone through advertisements and QR codes; it seems to be very successful.

WHAT WILL BE DONE DIFFERENTLY NEXT TIME?

The use of mobile marketing will definitely be at the top of the list. Our first campaign was produced to facilitate first interaction and response from the customers. However, as we’ve learned, half of all visitors come through the mobile phone, we have invested in the optimisation of our destina-tion site. In this year’s campaign, we made sure to have a mobile friendly site and feedback has been great.

DO YOU HAVE ADVICE FOR OTHER COMPANIES WHO WANT TO ADVERTISE ON MOBILE?

You have to test, analyse, change and then do it again until it works. Short messages that will catch people’s attention will lead to curiosity and further interest to visit the full website. However, it is very important that the landing page is mobile optimized when running mobile advertising campaigns.

M O B I L E M A R K E T I N G C A S E S T U D I E S

TDC A/S (formerly Tele Danmark) is a Danish telecommunications company dating back to 1879. As of today, TDC is the largest telephone company in Denmark with approx. 8.9 million customer relations (2010[2]) within telephony, broadband, and television. The company's headquarters are located on Teglholmsgade in Copenhagen. Even though the Danish home mar-ket is the primary focus of business, TDC is also represented as a market challenger in Norway, Sweden, and Finland through the business unit TDC Nordic.

HP Enterprise ServicesResponsive Design Content Hub

M O B I L E M A R K E T I N G C A S E S T U D I E S

CHALLENGE Drive more sustained relationships with HP Prospects after HP face-to-face events, achieve ongoing thought leadership and expand the HP ES messaging.

SOLUTION Launch of the HP Business Value Exchange platform in partnership with IDG. Multi-authored, multimedia blog with a variety of written, social and video content.

RESULTS 681,000 page views, 20% of all traf-fic through mobile. Average video time played on mobile 2:10 minutes.

SOCIAL ACTIVITY Twice as many mobile users are referred to the BVEx site through social activity (eg. LinkedIn or Twitter chats).

MARKETS United Kingdom FranceGermany Spain Italy

TIME-FRAME Live since May 2013

McAfeeTablet iZone

M O B I L E M A R K E T I N G C A S E S T U D I E S

SOLUTION IDG Global Solutions created an exclusively branded McAfee iZone within IDG Connect's award winning 'IT Bookshelf' Whitepaper tablet app. The app allows vendors to showcase their latest technology focused content and video. It offers full access to IDG Connect's library of over 6,000 white papers, case studies, and analyst reports.

An IDG iZone is a highly intuitive and innovative platform that allows marketers to engage with their core audience via a tablet device.

MARKETS EMEA

CHALLENGE McAfee wanted to promote their security solutions and generate valuable and highly targeted sales leads. The client’s advertising platform of choice was the tablet.

PERFORMANCE Exceeding all expectations, the McAfee iZone generated over 2,500 targeted and qualified leads, and hundreds of video views.

Microsoft Office365IDG TV

M O B I L E M A R K E T I N G C A S E S T U D I E S

CHALLENGE Office365 was the exclusive sponsor of IDG.tv’s launch. The goal of the launch was to place the Office365 brand and message exactly where tech enthusiasts and professionals are consuming video content.

SOLUTION Exclusive All-in Site Sponsorship (Global), Cloud & Mid Market Channel 30 seconds Pre-roll (US only), Microsoft Video Channel (Global) exclusive video content channel housing editorial curated videos focused on Microsoft products and services.

RESULTS 17 million delivered pre-roll ads, 85% average completion rate, 0.3% CTR.

TIME FRAME November 13 - May 14

International Data Group (IDG) is the world’s leading technology media, events and research com-pany. Founded in 1964 and head-quartered in Boston, Massachu-setts, IDG products and services reach an audience of more than 280 million technology buyers in 97 countries.

IDG Communications’ global media brands include Channel-World®, CIO®, CSO®, Computer-world®, GamePro®, InfoWorld®, Macworld®, Network World®, PCWorld® and TechWorld®. IDG’s media network features 460 websites, 200 mobile sites and apps, and 180 print titles spanning business technology, consumer technology, digital entertainment, and video games worldwide. The IDG TechNetwork represents more than 500 independent web-sites in an ad network and ex-change complementary to IDG’s media brands.

With expertise in branding, lead generation and social media mar-A

BO

UT

IDG keting, IDG marketing services

programs are strategically de-signed and implemented to influ-ence technology vendor prospects worldwide.

A recognised leader in conference and exhibition management, IDG produces more than 700 globally branded technology and enter-tainment conferences and events in 67 countries.

International Data Corporation (IDC), a subsidiary of IDG, has more than 1,000 analysts who provide global, regional and local expertise on technology and in-dustry opportunities and trends in more than 110 countries.

For more information about Mobile@IDG, please contact:

Christina CarstensenGroup Client Business Director

T | +44 1784 210 341M | +44 7990516014E | Christina_carstensen@idg.com

Bangalore | Beijing | Boston | London | Miami | Munich | San Francisco | Seoul | Singapore | Tokyo