Among the topics addressed at the tenth edition of Cristal Festival, held in Crans Montana from Wednesday 15 to Saturday, December 18, the mobile marketing which is discussed at the roundtable, which involved companies and digital agencies. 'Mobile Advertising: the fast growing Channel' the topic that has attracted the attention of the delegates spoke several European countries. Speakers include prominent companies such as L'Oreal, Carrefour and Orange . Agencies have taken from the front Mobile and Isobar Squared. A
Georges-Edouard Dias , vice president and director of digital business, L'Oréal, we asked to briefly explain the strategies of the leading cosmetics, and to speak of the relationship with the agencies.
Whereas, as shown by the data presented in the roundtable, the mobile advertising market is experiencing exponential growth, driven mainly by emerging countries and the Far East, "We at L'Oréal, we believe that this represents the next big revolution - Dias says -. And it is now we groped to know how it works, and what issues are linked to it. "
What does the company in this sense and what are the plans for development?
" We have already made interesting initiatives with Apple. We realize that to be successful it is necessary to break the rules and groped the way of innovation. Regarding investment in the next 18 months we plan to double those that will be dedicated to mobile advertising, at the time still represent a negligible percentage of the total that is invested in digital advertising. "
Who are the partners of which there go to in this area?
"We take advantage of the digital divisions of Publicis, McCann and EuroRscg / Havas."
these structures are able to interpret your needs and to propose interesting solutions?
"As I said, we are experiencing a period of great transformation. Of course the agencies are working to dramatically, but we believe that customers should be more demanding in this regard. What I mean is that, without detracting the proactivity of many of these agencies, I think especially at Razorfish (Publicis, ed), our communication partners are pushing us not quite in the direction of increased digitization communication ".
Dias suggests that the business model is still too focused on traditional media. Speaking still in general terms, and more specifically on the relationship clients / agencies, Dias is very clear and, as happens in nostgro country enough against trend: "the relationship must be long term. This is our plus, and the reason for our success. "
Enough to meditate in short.
And what customers expect from the agencies?
" We believe it is necessary to base the pact on new premises . Especially in the digital era, what interests us is companies make a connection between brands and consumers. No more, only, to work the image and reputation of the brand. Again, we want to create 'valuable connections' with our consumers. "
We face another argument' uncomfortable ', the remuneration of the agencies. What can' do to be happy client and agency?
" I believe that the 'only way is to tie more and more compensation with the performance. "
Enough to meditate, people!
Salvatore Sagone
0 comments:
Post a Comment