Vienna, October 2008 : «as of 2008, the digital and interactive marketing industry has a voice at National and at European level»

Transcription

1 Online: The interactive ingredient Introducing the new empowered IAB Europe structure and vision for Egta and showing the power of combining Internet and Radio building brands in the 21th century Vienna, October 2008 : «as of 2008, the digital and interactive marketing industry has a voice at National and at European level» Online just got started Danny Meadows-Klue Digital Training Academy May Digital Strategy Consulting & Partners. All rights reserved.

2 Online: The interactive ingredient Agenda IAB Europe The Belgian example The Rabobank-case Q&A Online just got started Danny Meadows-Klue Digital Training Academy May Digital Strategy Consulting & Partners. All rights reserved.

3 Vision The world of marketing is changing

4 More than 1,5 Billion regular users in the world

5 Digital plays a growing role in the buying process

6 Consumer in control The consumer is in control More marketing litterate Desire for more autonomy and uniqueness Less trusting More critical, skeptical Even indifferent

7 The internet is consumerdriven blessin blessin g or g curse? or curse?

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9 Personalisation is a key benefit of digital media

10 Marketing communication The aim is the same : bringing a relevant message to the right people at the right time and at the right place

11 Need to engage consumer to be more effective Connecting Inspiring Acting Dialoguing Desiring

12 Threat The regulator is worried

13 A world of worries? Online: The interactive ingredient Online just got started Danny Meadows-Klue May 2004

14 Online: The interactive ingredient Balancing act Freedom Restraint Online just got started Danny Meadows-Klue May 2004

15 Online: The interactive ingredient Control of data is becoming a hot topic Online just got started Danny Meadows-Klue May 2004

16 spyware opt-in social media Online: The interactive ingredient data protection privacy targeting cookies ip address prior consent private data traffic data Online just got started Danny Meadows-Klue May 2004

17 Solution Creating a strong voice for the industry

18 Online: The interactive ingredient The world s s interactive advertising trade association network Online just got started Danny Meadows-Klue May 2004

19 Mission We have many hurdles to solve

20 20% 18% 16% 14% 18.5% 15.6% 15.3% 14.3% 13.3% 92% Digital Online: Advertising The interactive ingredient Europe Billion Euros Like for like growth of 40% Share of total ad market 12% 10% 8% 11.6% 10.0% Traditional Advertising 9.1% 8.8% 7.5% 6.7% 6% 5.2% 4.5% 4% 2% Digital Advertising 1.5% 0% Netherlands Norway UK Denmark Source: WARC, IAB EUROPE 8% Sweden Germany Poland Belgium France Finland Italy Austria Spain Greece Online just got started Danny Meadows-Klue May 2004

21 Online: The interactive ingredient Our objective - Helping the industry grow and helping advertisers get more Online just got started Danny Meadows-Klue May 2004

22 Online: The interactive ingredient Our mission Promote, Regulate, Educate and Defend the digital industry Online just got started Danny Meadows-Klue May 2004

23 IAB Europe Building stronger national IABs Building a more successful market Supporting pan-european firms

24 Online: The interactive ingredient September 2008 : Established countries : -18 countries with over 90 staff -more than 5000 member companies New countries in : -5 countries closing W-Europe Advanced discussions : -7 CEE countries for 2009 Priorities : -Public Affairs -Standardisation -Benchmarking -Best Practices -Press awareness Partnerships : -WFA -EACA -FEDMA -EASA -FAEP -ENPA/EPC 15 established countries new countries potential countries 2009 Digital Training Academy Online just got started Danny Meadows-Klue May Digital Strategy Consulting & Partners. All rights reserved.

25 Internet and Radio How to collaborate?

26 The Belgian example Efficiency Patricia Boydens Rabobank.be Training Laure Emmanuelle Nonnenmacher Proximus E Business Damien Lebbe Total Belgium Channel Gunter Blanckaert Microsoft Digital Advertising Solutions Legal Jan Decorte KOAN Research Stéphanie Radochitzki Media Contacts Search Wouter Schikhof PublicityWeb Webvertising Gunter Blanckaert Microsoft DAS Social Media E mail Marketing Kenny Van Beeck garage B2B Roland Gerets Truvo Behavioural Targeting idt V Wouter Has OgilvyOne Mobile Marketing Danny Lein Mobile.Web Radio Gilles Bindels Radionomy

27 The Belgian case Rabobank.be : Brand activation or brand building? answers.

28 Rabobank.be Are you up to date? 1. History, objectives and strategy of the campaign 2. Creation 3. Commercial and communication results

29 Rabobank.be - history Nov Wij zijn de bank, u de bankier. Nous sommes la banque, vous êtes le banquier. Rabobank.be approach: Product oriented Focus: on savings / on financial freaks Facts: Permanent base rate Look and compare New banking concept

30 89.054

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32 Communication objectives Conversion: Brand Building: 2008 acquisition objective: new Rabobank.be clients Create more brand sympathy for Rabobank.be. Q = crucial: acquisitions

33 Strategy > Bent ú al mee? > Vous y êtes?

34 Challenging the consumer. 72% of the Belgian savers is not satisfied with their current interest.* But, only 6% explicitly states to go shopping at other banks for more attractive offers.** Q: To what extent do you go shopping at a bank other than your principal bank, if this other bank offers a more attractive product? N = Never Rarely Now and then Often Very often 43% 29% 22% 5% 1% Loyals Disloyals Sources: *Studie Rabobank.be (January 2006). **InSites Consulting, De Tijd & L Echo. (sept. 06). De Belg en zijn Geld.

35 Channel Strategy THREE TRAFFIC PILLARS: -Online: Bannering Viral - Radio -PR CRM Suspects Prospects Hot prospects Clients -DM - Newsletters - Brochure - Website (visual id) - Digipass pakket - s

36 Campaign Nov. 2007: Kick-off of the Bent ú al mee? campaign 20 dec. 2007: Viral movie Jan. Feb. 2008: 10 euro campaign Nov. Mar. 2008: Bannering

37 Nov. 2007: Kick-off of the Bent ú al mee campaign The Bent ú al mee? / Vous y êtes? positioning was installed through bannering and supported in radio, remaining a clear focus on the 3,75% interest proposition.

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39 [ Radio: Tijdelijk ]

40 Dec. 20: Viral movie A personalized viral movie needed to communicate the Bent ú al mee? / Vous y êtes? positioning to a very specific target group: friends and acquaintances of existing Rabobank.be clients. Alain.isnognietmee.be

41 Jan. Feb. 2008: 10 euro campaign Bannering and radio supported the 10 euro promotion and interest raise up to 4%. New clients received 10 euro when they opened an account in January or February.

42 lundi 26 janvier :09

43 [ Radio: Condition ]

44 Nov. Mar. 2008: continuous bannering We constantly had banners running. When there was no specific action (e.g. 10 euro) to be communicated, image supporting banners ran.

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46 A limited media budget! Pige 2007 (Filter: saving ) Pige Jan.-Mar (Filter: saving )

47 Campaign results Commercial results: By the end of Q1 the year objective for 2008 was already achieved. = Q1 objective of acquisitions surpassed by 67%. Communication results: Research: InSites impact research 0 measurement: Oktober 24-30, 2007 Impact measurement: March 25 April 4, 2008 Awareness: ToM and Spontaneous Awareness both significantly increased. Rabobank.be by far the most cited internetbank. Positively evolving brand image: Significant increase on relevant brand image items.

48 Target:

49 So, were our objectives ambitious enough? - Yes they were. Sources: De Standaard (April 8, 2008)

50 Top-of of-mind awareness Q: Welke andere internetbanken komen er nog bij u op? ((Internet populatie) Rabobank.be 8% 28% Fortis 14% 10% ING 6% 13% Dexia 10% 9% KBC / CBC 10% 7% Keytrade Bank 4% 2% Citibank 3% 1% Argenta 2% 3% Axa Bank 1% 1% B.I.P April '08 (N = 522) B.I.P November '07(N = 499)

51 Spontaneous awareness Q: Welke van volgende banken kent u, al was het maar van naam? Dexia Fortis Bank ING Citibank Bank vd Post Axa Bank KBC Argenta Deutsche Bank Centea Landbouwkrediet Rabobank.be Ethias Bank ABN Amro Fintro Record Bank 34% 28% Keytrade Bank 21% 18% Triodos Bank 12% 9% BKCP 9% 8% DHB Bank 7% 9% Credit europe 7% 6% Robeco Bank 7% 14% Cortal Consors 5% 5% Geen van 0% 0% 96% 93% 96% 94% 93% 91% 87% 87% 86% 90% 81% 81% 80% 82% 76% 76% 75% 73% 70% 67% 70% 70% 69% 61% 68% 64% 57% 50% 55% 52% B.I.P April '08 (N = 522) B.I.P November '07(N = 499)

52 Brand image Rabobank.be BIP November '07 (N = 303) BIP April '08 (N = 362) 0% 10% 20% 30% 40% 50% 60% 70% Anders dan de anderen Aantrekkelijk Recht door zee Slim No-nonsense Innovatief Efficiënt Sympathiek Gedurf d Veilig Kwajongen Betrouwbaar Solide Prof essioneel Laagdrempelig Direct Toegankelijk Provocerend

53 So what s s our secret ingredient? A satisfied client is a walking advertisement. Q : In welke mate bent u tevreden over de onderstaande banken waar u klant bij bent op een schaal van 1 tot 10 waarbij 1 staat voor uiterst ontevreden en 10 staat voor uiterest tevreden? (enkel indien klant ) Nulmeting : Rabobank.be = 8,4 (enkel Rabobank.be klantenbestand) Belgische Internet Populatie Rabobank.be Klanten Rabobank.be Prospecten Rabobank.be 8,5 8,4 Axa Bank 7,8 6,4 7,5 KBC 7,6 6,3 6,7 Citibank 7,4 6,5 6,4 ING 8,2 6,2 5,9 Centea 7,2 5,9 6,8 Dexia 7,1 6,1 6,4 Fortis Bank 7,1 5,9 6,1 Bank van de Post 6,9 5,8 6,1 Argenta 7,5 7,6 7,4 Deutsche Bank 7,6 7,3 ABN Amro 7,4 7,3 Ethias Bank 7,6 7,1 Record Bank 6,5 6,6 DHB Bank 8 Keytrade Bank 8 BKCP 7,5 Credit europe 7,5 Landbouwkrediet 7,2 Fintro 6,7 Cortal Consors 6,2 Banken beoordeeld door minder dan 30 respondenten werden niet gerapporteerd

54 Resulting in an astonishing Net Promotor Score Q : In welke mate zou u de onderstaande banken waar u klant bij bent aanbevelen aan vrienden, familie, collega s,... op een schaal van 0 tot 10 waarbij 0 staat voor heel onwaarschijnlijk en 10 staat voor uiterst waarschijnlijk? (enkel indien klant ) Nulmeting : NPS Rabobank.be = 50% (enkel Rabobank.be klantenbestand) Belgische Internet Populatie Rabobank.be Klanten Banken beoordeeld door minder dan 30 respondenten werden niet gerapporteerd Rabobank.be Prospecten Rabobank.be 46% 52% Axa Bank 0% -52% -8% KBC -6% -61% -38% Citibank -3% -52% -52% ING 17% -55% -67% Centea -44% -63% -39% Dexia -10% 10% -13% Fortis Bank -33% -69% -56% Bank van de Post -30% -60% -56% Argenta 17% 14% 1% Deutsche Bank 9% 24% ABN Amro -8% -12% Ethias Bank 22% 31% Record Bank -44% -56% DHB Bank -64% Keytrade Bank 19% BKCP 6% Credit europe -7% Landbouwkrediet -39% Fintro -42% Cortal Consors -43%

55 Conclusion Sometimes all parts of the puzzle fall together Great media Great creative Great proposition Great client satisfaction A+B+C+D = (ABCD) 2

56 Don t t mention the (interest) war? Please do.

57 A solid foundation for the future Campaign period

58 > Bent ú al mee? > Vous y êtes?

60 The Worldwide Network of IAB helping the digital and interactive trade marketing industry Iab Europe