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In the world of marketing, the performance-based approach and the branding-based approach are often considered to be mutually exclusive. However, these are two systems that can, in fact, complement each other and work well together. Branding carries at least as much importance as the conversion target. Generally speaking, it’s difficult to have one without the other. To run a successful branding campaign and be visible to potential prospects, therefore, you need to base your approach on native content combined with carefully thought out promotional actions.

Why go down the branding route?

These days, we don’t just simply buy products or services. We buy a brand and experience. Developing your branding is, therefore, an important strategy first when it comes to building your reputation. Also for having a presence in a competitive market. And then being recognised by or identifiable to consumers. A brand is actually much more than just a simple logo. It’s a way of existing and being present through a recognisable set of graphical elements and conventions; a set of strong values; a specific editorial line, and it’s the generation of loyalty amongst the members of a community built around your product or service.

To work successfully, branding must first and foremost be a living thing. It evolves, adapts and enriches the experience lived by the customer. And it’s precisely here that content has a key role to play. Whether it’s on your blog, your mobile app or your social networks, content that’s properly adapted to your personas can enrich the customer journey and the overall experience. This means that when a person switches from one channel to another, they need to be able to recognise where they are and understand that they’re still in the same environment.

Branding also has its place in major marketing campaigns. From the video right through to the SEA, the SMA, and the poster campaign, branding requires a two-fold approach: the inbound aspect, to bring the customer to you, and the outbound aspect, to strengthen the key messages and grow your brand.

Traditionally, branding has been seen as something used mainly by big brands and major groups with considerable resources at their disposal. However, it’s something everyone can (and should) get involved in. By investing just a few thousand euros in the right way — especially on social platforms — it’s easy to get your brand fully alive and kicking.

Mobile branding, a underestimated marketing lever

Today, smartphones have become the main screens people use. All branding campaigns, therefore, need first and foremost to be adapted for mobile technology or optimised for mobile use. Mobile branding comes in various forms and depends primarily on your own specific targets and messages. Nevertheless, It is possible to cite a few specific examples:

The reinvention of the desktop through layout and design

Mobile devices are, of course, now ubiquitous and accompany us everywhere we go throughout the day, but the conventional computer (the famous desktop) is still very much alive and kicking. At home or in the office, their large screens provide unparalleled browsing comfort. We don’t pick and sift through content on desktops in the same way we do on mobile devices. We take the time to read, absorb information, make purchases and watch videos in high quality.

This is where site layout becomes particularly relevant. It enables to display the branding content at the top or sides of a page. The goal is to ensure its non-intrusively alongside premium creative content. The branding content can also be interactive, include integrated CTA and videos,. It could be designed to encourage engagement.

User-generated content: when the brand benefits from its own community

User-generated content (or UGC) is content created by the users themselves. It is a formidable branding tool that develops naturally around the brand, helping to showcase it and get your products and services talked about. UGC is also a good KPI for measuring customer satisfaction and the likelihood of recommending. Some examples:

Branding remains a powerful tool for injecting vitality into a brand and reaching a wide audience. Whether on desktop computers or mobile devices, and whether created by yourself or your community, the entirety of the content produced converges into a set of omnichannel messages, thus creating an attractive and effective pre-sale experience. Our team of experts can help you with all your branding campaign requirements. Contact them today!

Drive-to-store is the local version of e-commerce. The goal is to use all the digital levers available to advertisers to transform geolocalised data and the almost constant use of smartphones to encourage customers to come in the store. Whether to make a purchase or collect a parcel, drive-to-store “physicalizes” the customer experience and offers new opportunities to develop one’s business. But you have to know what you’re doing.

When digital technology can be used to boost physical in-store sales

Today, opposing e-commerce and traditional commerce no longer make much sense. The two must work together in an omnichannel logic to personalize customer experiences. As it happens, drive-to-store offers a solution that combines online and physical networks.

In-store shopping is far from being replaced by the web. The latest report by FEVAD (the French Federation of e-commerce and distance selling) highlights that 91.5% of purchases in retail are still made in store.

However, retailers must continuously reinvent themselves to be more flexible and agile. With drive-to-store, digital technology encourages customers to come in store for purposes that vary depending on the strategies used. Here are some examples:

Order online, collect in store

This is the “click and collect” principle that was made popular by large-scale distribution with the “drive” concept. Customers can buy a product online and collect it a few minutes or hours later. As such, they have immediate access to their order, save time, and can later add more products or additional options. It is a cross-selling or upselling strategy that can play a significant role for retailers. Today, 38% of brands offer this logistics solution, according to FEVAD.

Order online, collect from a third-party point of sale

This is the parcel collection point system, whereby businesses agree to receive orders on behalf of other brands. While it is true that businesses usually take a small commission for this service, it is above all an opportunity for them to welcome customers who may have never set foot in their store otherwise. Today, 86% of e-retailers offer this logistics solution.

Book online, experience in store

Customers can make appointments online using a mobile app, a chatbot, or the website, then come in store to enjoy the experience. Whether customers want to try on clothes already picked out and ready upon their arrival, undergo a cosmetic treatment, book a table in a restaurant, or test drive a new car, the smoother the mobile process is, the more they will enjoy the experience. The approach is likely to lead to strong recommendations on social media.

The keys to drive-to-store

Optimising your drive-to-store approach involves mastering several marketing levers. We have identified a few of them to help you:

Local search in major platforms

Google MyBusiness, Yelp, TripAdvisor, Uber Eats… They cannot be underestimated. These tools and intermediation platforms play a key role in establishing relationships between advertisers and potential customers. For retailers, it is therefore essential to rank high in search engine results, to have a strong focus on customer service (importance of ratings), to share tailored content (photos, videos, descriptions), and above all to ensure that all information is always up to date (opening times, store contact details, etc.).

Localized advertising

Targeting the right people depending on their commuting and travel habits or their geographical location is essential when it comes to drive-to-store solutions. Geolocation is a strategic lever in such cases. You want to reach out to customers from the surrounding area who are likely to be able to visit your store easily. Whether you are using SMA, SEA or RTB, the more targeted your advertising, the more relevant it will be.

Notifications and mobile apps

If you have a mobile app, geolocation helps better communicate with people near your store. The most common good practice is an embedded store locator for brands that have several stores. Whether customers are looking to enjoy a coffee in Starbucks or purchase a lawnmower in a supermarket, the ability to connect them with a store provides strong added value.

Connecting to third-party data

Weather, news, new collections… Every store can devise personalized emails or text messages according to specific triggers. The task requires creative storytelling and can speak to your customers to encourage them to visit your store.

CRM Onboarding

CRM Onboarding is a technology that matches transactions to in-store visits according to online advertisements. It is always important to know whether your Facebook ad generated any in-store visits, for example.

Heat map

Once in the store, discreet beacons can identify where customers walk in your aisles and amongst your shelves. It is very useful for reorganizing your advertising, showcasing your special offers, and finding the mechanisms that will help keep your customers in a particular spot for longer all the while optimizing your human resources (sellers and advisors).

Today, it is simply impossible to ignore drive-to-store. For retailers, it is a crucial lever that combines the best of two worlds to ensure that customer experiences are personalized as much as possible. Drive-to-store is a marketing strategy based on data relevance and effective management of mobility to adapt to new purchasing behaviours.

Discover our drive-to-store solutions with our team of experts. Get in touch to find out more!

Today mobile devices have become our “first screen”. We take our phones everywhere, all the time, and according to a Deloitte study, we check them between 25 and 50 times a day. Content has been adapted to these devices and vertical video, once considered a faux pas, is now the norm.

The logical consequence is that advertisers have also adapted to this new reality. Mobile advertising has learned from its past mistakes on the big screen. It is more respectful, more personal, and more importantly, integrated into the content shared online. Here is an overview of mobile advertising.

Banners on Mobile Advertising

This is a classic and relatively conventional advertising format. It works well and can be integrated into any type of content. Whether on a mobile website, a web app or a freemium application. The banners display rotating ads based on user interest and/or geographic location. Easy to create and inexpensive, this type of advertising is often found in a CPM model. It aimed at building the image and awareness of a brand. Most of the time this advertising format results in RTB (Real-Time Bidding) exchanges, thanks to programmatic marketing.

Native advertising

This type of advertising emerged in 2012-2013 when content marketing was becoming increasingly important. Drawing its inspiration from journalistic and editing codes, it conveys information of an editorial nature through informative content. The specific nature of native advertising requires it to follow the natural form and function of the site in which it appears. In this sense, it is less intrusive, more personal and does not interrupt the natural flow of reading for its users.

Traditional video advertising

Video ads, which are six to thirty seconds long, have found a new creative platform on social media, which considers the video to be a powerful platform for social engagement. The viewer can elect to skip the ad after a few seconds, or may be required to view it in its entirety. For example, YouTube offers numerous video advertising options to complement a global marketing plan. Video advertising can, therefore, be incorporated before, during or after the content. It is an excellent tool for announcing a promotional offer or building brand awareness.

Virtual reality video advertising

Based on the same principle as traditional video advertising, it is activated when a user accesses virtual reality content. This could be used with YouTube, Facebook or any other platform or app specifically designed to broadcast virtual reality. Mobile virtual reality video is extremely immersive and can even interact with the user, creating a nearly limitless field of storytelling.

Interstitial ads

This is an advertising style that lived its glory days on the computer. An interstitial ad is a separate window that covers the content of the site you wish to access. Intrusive and despised, it was probably one of the many reasons that led internet users to employ ad blockers. It is also found on mobile devices and Google recently decided to limit its use by downgrading the sites which display these ads on the first page that a user is visiting. However, it is a very powerful display format if delivered sparingly. It should not cover the full screen of the mobile device and should only be displayed after the mobile user has seen several pages from the same site.

Rich Media

On mobile apps, particularly those featuring current events, rich media ads are integrated between or within the content. These ads are interactive and encourage viewers to engage with the content by completing an action like virtually “scratching” a game ticket, pressing buttons, or uncovering a part of the screen. Rich media ads can also include videos and animation. They are often very well-designed, fun and represent a good example of effective advertising, creating a physical connection with the user.

Augmented advertising

Augmented advertising is still very much in its infancy, but it has a promising future as a format specifically designed for augmented reality. The principle is to integrate an interactive ad within the user’s environment in real time. The idea is not to read an ad passively, but rather to actively engage and “play” with it.

Advertising has a very important role in the digital ecosystem. It finances projects, builds brand awareness and contributes to promoting an initiative or a special offer. Because we take our mobile devices with us everywhere, mobile advertising is always our fingertips and represents an excellent marketing tool that should not be underestimated.

Thanks to the Kwanko Academy, the group’s privileged clients and partners will benefit from all Kwanko‘s know-how in order to develop skills on topics related to performance-based marketing such as mobile marketing.

In order to propose an increasingly virtuous and qualitative approach to performance-based marketing, the Kwanko Academy will invite the group’s clients and partners to morning workshops. This first edition which was held at the end of April was devoted to mobile marketing.

The Major Mobile Marketing Trends at the Kwanko Academy

Currently, nearly 80% of the people aged 18 – 75 have a smartphone. In this context, mobile marketing is needed as a vital channel for all e-commerce stakeholders. Indeed, French consumers consult their smartphone 221 times every day, and for 59% of them, at least once within the hour after they wake up.

Due to the democratization of the mobile phone, m-commerce is experiencing a dramatic expansion. Nowadays, one purchase out of four is made on a smartphone or tablet. Furthermore, 55% of the purchases made on mobiles are carried out via an application while the remaining 45% are finalized via a website.

Cross-Device Tracking: now a Key Solution

For mobile-optimized marketing campaigns, you must now take into account the users’ cross-device path which represents 46 % of the transactions. The Internet user discovers an offer on their mobile in the morning, analyzes it, studies it, compares it on their computer, and finally, finalizes their purchase in the evening on their tablet.

The challenge is, therefore, to adapt and customize the advertising message – whether it is broadcast on a computer or on mobile support – in order to measure the contribution of each device in the users’ purchase path and optimize the advertisers’ investments.  

By closely studying consumers’ navigation and habits at the level of your campaigns, Kwanko is able to collect a lot of data, which is essential for refining its advertisers’ communication strategy and also adapting the message according to users’ uses.

Global solutions in order to respond to a set of objectives

Like desktop advertising, the mobile display responds to a range of objectives:

Clicktime©: an Exclusive Tool for Paying Affiliates according to the Time Spent

Exclusively offered by Kwanko, Clicktime© is a new payment model which offers advertisers better quality traffic. After having clicked on an ad, the Internet user is redirected to the advertiser’s website and browses through it for a certain period of time. The advertiser will pay only for the Internet users who clicked and spent some time on their website.

Therefore, the Internet users who go to your landing page or your website are more selected and more engaged. Result: the bounce rate is divided by 7 and the leads or sales conversion rates are bigger. An ideal solution for increasingly effective mobile campaigns.

In the last 15 years, all businesses have been greatly impacted by a revolution that has radically transformed the way they work. The digital economy has changed our behaviour and opened up new growth opportunities that were previously unimaginable.

Big data has taken centre stage, along with marketing automation or programmatic marketing. Showrooms have gone virtual, social networks have reinvented the customer relationship, and smartphones have become the consumer’s weapon. Shopping, comments, shares, searches… mobile is everywhere, all the time.

The big brands are adapting and developing marketing campaigns that can target the right people, at the right time, in the right place, and on the right device. So as to send them personalized messages that are in tune with their current needs and wants.

If you have yet to make the leap, here are 6 good reasons which should help you on your way:

1 – Mobile Marketing is Here to Stay

Mobile marketing is not just a flash in the pan. It’s an underlying trend that will radically reshape the way brands and customers interact with each other. This is backed up by all the statistics, as you can judge for yourself:

Mobile is becoming the main point of contact between a consumer and a brand. Clearly, it would be a shame to miss out on this trend, as this is not just a strategic change – it’s also a structural and organizational one for advertisers. Mobile marketing also brings with it a new culture and mindset: it’s about being more responsive, more agile and more flexible.

2 – Mobile Apps are Taking Over

The vast majority of our mobile browsing time is spent within apps (around 90%). The rest is done browsing the web and searching. So, creating a strong value-added app will help you engage more with your customers. It’s a way to establish close ties with your community and make the most of a powerful communication channel.

Your app should provide a specific experience: make shopping simpler, offer special content, or include features that make the user’s life easier. With a bit of planning and forward thinking, your mobile app could well become the main point of contact with your community.

3 – Generation Z is Coming!

While Generation Y lived through this mobile transition, Generation Z was born into it. Not having a marketing strategy simply means that you’ll be invisible to them and won’t be able to reach them.

This is another good reason to think ahead – and it’s not too late to start.

There are many good practices that you can implement straight away, and most specialist agencies are now well geared up for this. Mobile marketing comes with its own set of codes, styles and habits which must all speak to Generation Z. Be direct, straightforward, honest, efficient, inclusive and interactive.

4 – Engaging on social networks

All the social networks, without exception, are accessed more often from a mobile device than from the desktop. So, if you want to engage your community, you’ll need to adapt your marketing strategy by thinking “mobile only”.

Adjust the size of your posts and adapt your content, making sure it’s readable and consistent across all the social networks. You can also migrate your customer service to Facebook, Twitter or Messenger. You should be as easy to reach as possible.

Lastly, this also means having a fully optimized website to share your content: a responsive site that is designed for the mobile first and desktop second.

5 – Interactivity is Becoming the Norm

With Instagram Stories, Snapchat video, Facebook 360 experiences, Messenger and WhatsApp messaging apps and chatbots, and Periscope live video, it’s becoming the norm to use our mobiles to interact with a brand in a few simple steps. So, building your mobile strategy is about storytelling and creating your own universe to engage your community in an interactive way.

Produce short videos that can be played with or without audio. Focus on mobile-compatible content and organize activities that can be easily implemented on a smartphone, such as a photo contest. Use visually impactful and exclusive content to showcase your brand in style.

6 – Marketing Automation is Tearing Up the Rulebook

While companies are generating and processing billions of data points each day, automation is bringing new and more efficient working processes. Automation is essential for sending out notifications, personalized emails and discount coupons, and for developing effective apps. It enables you to go even further with mobile technology that will ever be possible the traditional way.
By using automation to enhance your mobile marketing, you’ll be able to fine-tune your approach and develop personalized campaigns for your community.

Mobile marketing is tearing up the rulebook. It involves fundamental changes to your organization and will affect the way you design your tools and campaigns. It provides so many opportunities to revamp your brand, stay in touch with a new market, and capture market share from your competitor, who may be less knowledgeable about mobile marketing than you are.

Every year for the past ten years has been predicted to be the year of mobile. However, that year has already come and gone! 2014 was the year that the key figures in mobile device use exceeded that of traditional computers. In other words, a minor revolution at the time, leading to what now seems to be a normal situation.

Between the development of 4G in most of the world’s countries, smartphones and tablets with improved performance, power or accessibility, and the breakneck speeds at which developing countries are catching up in terms of infrastructure and technology, the web is mainly accessed through mobile.

However, communicating effectively on mobile requires a clear strategy and specifically designed solutions to reach the right person at the right moment. Do you think you’re ready?

Mobile Advertising: a Rapidly Growing Vehicle for Success

With 101 billion dollars spent worldwide in 2016, mobile advertising is developing quickly: +46% in a year. In many countries, particularly developing countries, mobile continues to be the main screen that users always have to hand. It’s not surprising then that advertisers are investing where they can find their potential customers! Huge investments have been made, primarily in North America (42%), Asia (31%) and Europe (17%).

Mobile Shopping: a Slowly Forming Habit

Meanwhile, mobile purchases are becoming more democratic. Brands have made great efforts in payment processing (Apple Pay for example) or user experience, and users buying goods or services from a mobile device has been steadily rising to reach 38% on average.
Currently, there are even certain countries hovering around the 50% mark, such as China, India or South Korea. Where every other mobile user makes purchases via their telephone. An encouraging trend, and an immense progress margin for the big brands.

Key Figures in Mobile with Strong trends

Usage evolves quickly on the web, and this is especially true for mobile. Everybody is in agreement in saying that mobile will be the primary growth driver in advertising and that spending is going to accelerate.

A well-structured market with Key Figures in Mobile

It must be said that industry has learned from its past mistakes. While ad-blockers may make life hell for advertisers on desktops, only 0.3% of mobile users use an advertisement blocking system. A real avenue is therefore left open in a bipolar model, with Google on the one side and Apple on the other. The two American giants are creating standards in terms of navigation, user experience and opportunities for growth. Android continues to vastly dominate the market, with 83% market share, as opposed to 14% for iOS. The presence of Windows Phone and Blackberry still remains relatively unnoticed.

Social networks reign supreme

They are the kings of mobile, or perhaps more specifically it can be said that there is an emperor and a few lords fighting for existence. 90% of mobile users visit Facebook, followed very far behind by Pinterest with 7%, then Twitter with 4%. Facebook, therefore, remains the real winner of the sector.

The large body data collected by Facebook or Twitter offers brands serious firepower: multiple formats, advertising solutions and an explosion of native video. With an annual growth of 20%, video advertising on social networks is a way to create engaging storytelling, adding value to a brand in a way which reaches a receptive and open community more or less directly.
Depending on your economic model and your aims, other tools also offer real growth potential, with an increasingly large opening for advertisers on Instagram (which remains a purely mobile player despite a desktop version with limited functionality) and Snapchat (a 100% mobile social network).

Mobile searches are in good shape

Despite the majority of time spent on a mobile device being dedicated to applications, the search function still plays an important role, and Google remains a staple (even more so on Android, of course). Using increasingly precise Adwords campaigns, driven by a compilation of numerous data sources (search history, page views, geolocation) and the effectiveness of programmatic marketing, Google is a major player in mobile advertising. Mobile adwords is precise, fast and often more relevant than on desktop due to mobile’s very nature: it’s a device which is always to hand and which can be checked over a hundred times per day.

Email is still alive and well

Mobile and email have a long history starting with the first smartphones. Ever since, checking emails is often the first reason to check a mobile device. However, email is one of the most powerful means of generating and capturing leads. Whether it’s a regular newsletter, a special offer, an invitation, a promotional sale or an invite to use an application or service, sending an email with an adapted design, a clearly defined message and a properly focused strategy is an efficient channel of communication when using a carefully crafted database.

Adaptive content and adaptive advertising

Adapting a design for a mobile phone or tablet format is perfectly fine. The design and layout are customised and the UX and UI aspects are integrated. Nevertheless, you can go much further in terms of customisation.

First of all, the content. Based on stored and analysed data, you are able to know what you visitor is looking for, and this puts you in a position to offer them content, a video or a landing page appropriate to their needs. Adaptive content allows for the customisation of the experience had when using an application or website by carrying out adjustments which allow you to capitalise on the profiles of your buyer personas.

Finally, advertising. Depending on your aims, you can offer an advertisement which has been tailored both in terms of shape and substance by creating different categories. Certain prospective customers will need to be reassured by more minimalist formats, while others want impactful or interactive formats. Displaying the right advertisement at the right time to right person on the right device, therefore, becomes a guarantee of success for your mobile advertising campaign.

Mobile usage is steadily evolving, which is why it’s important to find the right partners to support you in your strategy. In-house or external experts who can provide the keys to understanding, constructing and developing mobile campaigns relying on effectiveness and relevance. In 2017, mobile ROI should more than ever be one of your core concerns.