Advertising and Communication Management
Smartphone Application
Romain Alberino - Louis Deboutin - William de Lange
Smartphone
2015 : 50% of people have a smartphone
2020 : 70% of people will have a smartphone
many possibilities of development
new way to communicate
Romain Alberino - Louis Deboutin - William de Lange
Application as advertisement
Application allowed to be present in new communication’s systems
Companies use it to promote their products
It’s a complement of others traditional advertisements like TV ads or posters
Use app as an interactive ad can be a great experience for the user
The goal is to bring the user to become customer
Romain Alberino - Louis Deboutin - William de Lange
Application as advertisement
Application offers news tools than traditional communication’s support
Use news technologies for create an interactive advertising
The company must provide some aspects for the application’s project :
Time
Budget
Impact
Romain Alberino - Louis Deboutin - William de Lange
Strengths
Weakness
Audience can be all of smartphone’s
users with a pike of people between 18
- 35 years
The weak for this kind of advertising is
the user needs to download the
application
Many possibilities
creation
Customers can
segmentation
of
be
advertising’s
targeted
High cost of creation
with
Romain Alberino - Louis Deboutin - William de Lange
Pernod Group
Pastis 51 Rosé
Company create an application which uses augmented reality
The goal is to throw ice cubes in your glass like basketball
Company can show its new product through a funny and interactive game
New kind of communication
Romain Alberino - Louis Deboutin - William de Lange
Throw ice cubes
anywhere
beat your high score
and share it
Create an account
and win reductions
Romain Alberino - Louis Deboutin - William de Lange
Advertisements in application
Developer have 3 possibilities :
- to propose paid app in stores to profitable the app
- to propose free app without advertisements but this implies company have enough
money to finance the development of the app
- to propose free app, to attract more customers, with advertisements to profitable the
app reality
A CRM file can be used to segmente and target a specific ad for a
category of customers to optimize the impact of the ad
Romain Alberino - Louis Deboutin - William de Lange
Content Collaboration
Definition
Giving the customer the ability to contribute to content creation by
delegating some of the brand-building responsibilities
Customers want more options to share there opinion about products
ex. : Starbuck White Cup Contest
Romain Alberino - Louis Deboutin - William de Lange
Collaboration Economy
Definition
Allows people to create their own physical goods as
well as share their existing physical goods
Romain Alberino - Louis Deboutin - William de Lange
Uber
easy to use (app)
Lower costs > lower price
Content collaboration : rate driver 1 - 5 stars
Romain Alberino - Louis Deboutin - William de Lange
Instant Messaging Apps
Amount of texts dropped with 18,4%
Mobile internet usage increased with 52%
Becoming more and more interesting for companies to advertise
Romain Alberino - Louis Deboutin - William de Lange
Thanks for your attention
Romain Alberino - Louis Deboutin - William de Lange