A digital account executive position today is a very exciting opportunity, but it can be overwhelming at times with all that is out there to sell. You must train and juggle the demands of a rapidly evolving digital environment along with the fact that our customers are much more sophisticated than ever before.
A few initiatives we are focused on at Bay Area News Group (BANG) are:
- Developing digital engineers.
- Digital fulfillment.
- Pipeline development.
Developing digital engineers: At BANG, we are extremely focused on creating a culture of higher-level digital account executives, which we are dubbing “digital engineers.”
When our digital engineers meet with our customers, we want them to be able to strategically navigate the digital landscape based on the specific wants and needs of each individual customer. We also need our engineers to explain the difference between competitors in this space, and the benefits that we can provide.
We cannot sell everything in a box, as every business is different and requires specific plans to reach its goal. Our engineers will become valuable assets for these businesses — people whom customers can ask questions of, learn from, and engage with....[more]
02 March 2014 · By Dawn McMullan
Editor’s note: Drew Schutte is chief digital officer at Condé Nast, which publishes 18 consumer magazines, including Bon Appétit, The New Yorker, Vanity Fair, Vogue, and Architectural Digest. Condé Nast also publishes four B2B publications, 27 Web sites, and more than 50 mobile apps (for smartphones and tablets), and owns Fairchild Fashion Media. INMA Senior Editor Dawn McMullan interviewed Schutte as part of INMA’s 2013 report, “The Smartphone Choices for Media Companies.”
INMA: What is your company’s smartphone product development strategy? Can you tell me a bit about the history of it, bringing us up to date on where you are today?
Schutte: We place smartphone production into three buckets: Mobile Web, digital editions, and specialty apps. They’re all important to us. When we think about mobile and creating products for mobile, people often say, ‘We’re mobile first’ or ‘We’re doing responsive design.’
At the end of the day, we’re user first. We’re known for creating products of the highest quality. In the digital space, the best product is what’s best for the user and the brand in that space....[more]
27 February 2014 · By Trude B-J Margel
Editor’s note: See this and other case studies at INMA’s Advertising Ideas Day, March 28, at Amsterdam Airport. To register or get more information, click here. Share one idea, leave with 20.
Carlsen Fritzøe is a Norwegian independent building supply (do-it-yourself) chain with 13 modern warehouses. Stores are located in five counties in Norway, stretching from Kristiansand in the south to Drammen, located just south of Oslo.
Until January 2013, the company was part of a larger DIY chain, Byggmakker, and all its stores were marketed under the Byggmakker brand. After leaving Byggmakker, the company had to establish itself under the name Carlsen Fritzøe with a totally new brand platform.
In the first quarter of 2013, Carlsen Fritzøe had a total unaided awareness score of 5% and an aided awareness of 27%.
Carlsen Fritzøe wanted to establish itself as “your local building supply expert,” organising activities in the second quarter of 2013 aimed to position and support this new identity.
Important goals were increasing awareness of the brand, positively increasing the overall impression of the chain, and increasing the lasting impression as the local building supply expert.
As Carlsen Fritzøe is a local player with the desire for a local identity, it was important to connect marketing efforts with something that is close to us in our daily local lives: our own children. What if we could make a positive contribution to children in the local community with a relevant activity?
Thus, the “Carpenter Champions” campaign — a competition for kindergarten and nursery schools — was born. The “Carpenter Champions” competition was hosted by RED Media Consulting, Amedia local newspapers, and Carlsen Fritzøe.
Kindergartens and nursery schools in each of the local areas where Carlsen Fritzøe stores were located competed to build a boat or a birdhouse. The competition was announced in the local media in each area and the newspapers Drammen Tidende, Telemarksavisa, Sandefjords Blad, Agderposten, Kragerø Blad, Laagendalsposten, Telen, Østlandsposten, and Fædrelandsvennen.
In addition, a personally addressed invitation to join the competition was sent out to the kindergartens and nursery schools in local areas. Those who joined the campaign received a “Carpenter Champions package” with materials, tools, and instructions.
The schools had a two-week construction period before the uploaded photos of the process and the results were presented on the campaign’s Web page.
The ranking of the winners per local area was done in collaboration with the general managers in Carlsen Fritzøe stores and the local newspaper editors. Winners were announced in their respective local newspapers, and rewarded with a gift certificate of building supplies in the amount of almost US$1,600 to each winning kindergarten/nursery school.
The results were good:
- 25% of all invited kindergarten/nursery schools participated, totaling almost 200.
- The campaign saw editorial coverage in eight local newspapers.
- Total unaided awareness of Carlsen Fritzøe increased from 5% to 20%, and aided awareness increased from 27% to 46% in the second quarter.
- In the same period, evaluation and preference increased significantly. Surviving impression of the brand Carlsen Fritzøe as local building supply expert has increased from 24% to 28% .
For further information, contact Ben Christensen, vice president/digital and classified media at Amedia, at firstname.lastname@example.org.
25 February 2014 · By Suresh Srinivasan
True to its glorious history of introducing several initiatives over the years, the launch of www.thehinduhub.com was another milestone for the Hindu Group.
Launched in mid-2013, he portal, www.thehinduhub.com, is a Web repository that initiates conversations aimed at meaningfully engaging with the stakeholders of the media industry. The Web repository is The Hindu’s initiative to start dialogues with planners, buyers, and business associates, providing all necessary information and giving interesting insights to the South Indian market....[more]
24 February 2014 · By Earl J. Wikinson
Long before there was an iPhone, an “underground movement” at Sweden’s Göteborgs-Posten (GP) took the 227,000-circulation regional newspaper into the experimental world of mobile:
- A sports app in 2006 updated scores and allowed you to follow your favourite team. The key eight years ago was convincing people to use their phone to surf the Web.
- An instant messaging system created with an Indian partner was the next experiment — not a great idea, but a learning experience for GP.
By 2008, executives at Stampen Group-owned Göteborgs-Posten were convinced the emerging “smartphone” market required a unique focus, so they hired an editor for the mobile channel. They aimed for shorter text, special photo editing for the smaller space, and other unique editorial flairs for the mobile device.
From 2010 to 2012, Göteborgs-Posten launched native apps for the iPhone, Android, and Windows mobile devices. As with most mobile pioneers, Göteborgs-Posten found the operation of a mobile Web site and three native apps complicated, costly, and time-consuming.
The company learned lessons at every turn. For example, the average GP mobile Web user looked at eight pages per week, compared with native app users who looked at 30 pages per week.
While most digital consumption of GP content remains on the desktop Web, there is a clear shift happening toward mobile consumption. Bosse Dahl, the company’s mobile development manager, reports that as of mid-2013, reach for GP digital platforms was:
- Smartphones: 53%.
- PCs: 41%.
- Tablets: 6%.
23 February 2014 · By Mirna Fernandez
Grupo Editorial Dutriz, one of El Salvador’s largest publishing groups, launched its most recent investment concept, Media Café, on Santa Elena Boulevard in the city of Antiguo Cuscatlán.
The publishers’ novel concept draws on the interest in linking information and a cup of coffee.
Jose Roberto Dutriz, president of Grupo Editorial Dutriz, is confident about the uniqueness of this concept in El Salvador and about the promise of the highest-quality standards both in coffee as well as the ingredients that complete the range of products offered at the new establishment.
“The idea was born from the realisation of a synergy between sharing information and enjoying a cup of high-quality coffee,” says Dutriz, also a coffee producer and exporter. “There is no better way of staying informed than over a cup of coffee”....[more]
19 February 2014 · By James Rosenberg
With eight publications — including newspapers La Nación, Al Día, La Teja, El Financiero, and four magazines — Costa Rica’s Grupo Nación recently launched a different format for consuming the news, adapting its Web site to mobile, and working with software company Xalok.
In addition, it recently launched a redesign of its mobile Web sites for La Nación and El Financiero.
Marcela Trejos Coronado, manager of marketing and brand development, notes that the company has also been working on apps.
“We have different apps depending on what’s happening in the country,” she says. “For example, La Nación has done maybe 15 or 20 apps in the last year that have to do with certain events....[more]
18 February 2014 · By Pradeep Dwivedi
Innovation as a concept is almost always understood as something that:
- Gets published in the newspaper as content with a difference.
- Generally is physical in nature and has a direct connect with the appearance of the property.
- Seems like a fall-back option to opening up advertiser participation and generating additional revenues.
That may be fine and is indeed an essential part of the industry’s value-added business. But we, as a group of professionals, must acknowledge that this concept of innovation has its limitations in terms of the advertiser categories that can be targeted.
When it comes to advertisers in categories that believe they don’t necessarily need to advertise in newspapers, we need innovation to change their minds. This is particularly true in emerging global markets, where reach of the newspaper or literacy is a constant issue with advertisers.
One such category in India is FMCG (fast-moving consumer goods). For a long time, it has been seen as a medium in which to push the brand’s tactical needs: from price-offs to contests, from trials to events. These are all important, but only in terms of immediate results and throughputs.
This inherent limitation, presumably by clients and agencies, became a stumbling block for publishers in India.
Obviously, we considered the media multiplier effect, but there isn’t any concrete evidence that it works. If you add the country’s cultural divergence, the difficulties grew manifold.
The only way to establish Dainik Bhaskar and its markets was to make innovation a must-do while pushing the business agenda with clients and agencies.
17 February 2014 · By Ahmet Dalman
Hürriyet, established in 1948, is the leading daily newspaper of Turkey. With its news portal, content verticals (finance, lifestyle), and classified verticals (real estate, cars), Hürriyet receives more than 20 million unique visitors and two billion pageviews monthly.
Considering the size of its audience and huge traffic numbers, by the end of year 2012, executives at Hürriyet decided it was time to start a Big Data project with several goals in mind: to know, to engage, and to provide better experience, content, and services to its customers.
Although the project is just one year old, we have already seen solid outcomes, which are encouraging us to take further steps.
Multi-channel CRM system and rich data: Hürriyet has more than 30 diverse data sources, consisting of demographical and behavioural user data from vertical Internet portals such as hurriyet.com.tr (news), Bigpara.com (finance), Mahmure.com (women and lifestyle), and consumer data acquired from print newspaper promotion programs or campaigns.
Recently, all data sources have been consolidated into a centralised CRM system to manage customer information files, multi-channel communications, offer and campaign executions, communication history management according to permission marketing rules, and contact-point optimisation in in-bound and out-bound call center operations and complaint management.
Segmentation and content/offer/ad interest category scorecard implementations will be the next steps, and at that point, Hürriyet will get the most use out of Big Data....[more]
13 February 2014 · By Trude B-J Margel
Editor’s note: This is one of many case studies that will presented at INMA’s Digital Ideas Day, March 14, at Google’s London office. To register or get more information, click here. Share one idea, leave with 20!
Engaging products, good timing, and well-planned utilisation of the medium was the successful formula the toy building blocks manufacturer LEGO found in associating with Dagbladet in the spring of 2013.
The campaign was run only on mobile and tablet, and was a pure competition with three questions inviting the participant to enter to win LEGO products valued US$1,600. The questions concerned famous LEGO characters, and the banner formats used finger-swipe technology to engage with its audience....[more]