Data protection 2013

Friday 8 February

#dmadata

Supported by

Mobilising print media: new paths to purchaseThursday 19 June 2014, DMA House#dmamobileprint

8.30am Registration and breakfast

9.00am Welcome from the ChairVirginie Kan, Head of supporter acquisition and marketing, Action Aid

9.10am Using consumer insights to improve your marketing decisionsDanny Thompson, Head of product marketing, Experian

9.30am Clique Sales Platform: The transactional print opportunity for publishersSimon Samuels, VP commercial director, Clique Sales Platform

9.50am The Monarch Mountains – Using AR to elevate DM with an experience hungry audienceMichael Nelson, Group account director, WDMP

10.10am Increasing your smart response to traditional mediaAlan 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

Welcome from chair

Virginie Kan, Head of supporter acquisition and marketing, Action Aid

#dmamobileprint

Using consumer insights to improve your marketing decisions

Danny Thompson, Head of product marketing, Experian

#dmamobileprint

© 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

66© 2014 Experian Limited. All rights reserved.

Experian Public.

£107bn projected spend online by 2018

rise in mCommerce

77© 2014 Experian Limited. All rights reserved.

Experian Public.

44% of consumers use their Smartphone in store to compare prices

88© 2014 Experian Limited. All rights reserved.

Experian Public.

61% of holidays are researched and purchased online

99© 2014 Experian Limited. All rights reserved.

Experian Public.

Listen to your customers

1010© 2014 Experian Limited. All rights reserved.

Experian Public.

One day last week…..

1111© 2014 Experian Limited. All rights reserved.

Experian Public.

Consistent targeting is key

1212© 2014 Experian Limited. All rights reserved.

Experian Public.

Measure

1313© 2014 Experian Limited. All rights reserved.

Experian Public.

Summary

Understand

TargetMeasure

Identify

© 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

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

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 presentationhttp://vimeo.com/74360296

#dmamobileprint

Increasing your smart response to traditional media

Alan Beesley, Managing director, Yoozap

#dmamobileprint

Increasing your smart response to traditional media

Alan Beesley

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

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

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

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

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….

Easy to use campaign creation wizard

PUBLISH

PAYMENT

VISUALS

TEXT

Full campaign analytics

Analyse in real-time online or via our mobile app all aspects of your campaign.

Demonstration

www.actionnow.co/buy

www.actionnow.co/give

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

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

Put simply… 3 Steps to increased response

Step 2Step 1 Step 3

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

Thank you

Alan Beesley

YooZap Limited

27 Old Gloucester Street

London

WC1N 3AX

alan@yoozap.com

@YooZap

Q&A

Danny Thompson, Head of product marketing, ExperianSimon Samuels, VP commercial director, Clique Sales PlatformMichael Nelson, Group account director, WDMPAlan Beesley, Managing director, YoozupLaurance Mifsud, Media agency channels director EMEA, PowaTag

#dmamobileprint

Closing comments from chair

Virginie Kan, Head of supporter acquisition and marketing, Action Aid

#dmamobileprint

DMAAwards 2014

www.dmaawards.org.uk

Entries open – Now!

Early bird deadline – 1 August

Close of entries – 12 September

Awards night – 2 December

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