In the interview, sponsored by BBC.com, Kaisharis says Nokia’s Comes with Music campaign in Singapore was set up to educate consumers of the service, which was a difficult task for a company not generally associated with music.
“Many people misinterpret what it is so we wanted to communicate a bunch of things,” Kaisharis says, noting that Nokia used digital tools ranging from electronic direct mailers and ads on external sites ranging from music forums to radio sites online to draw audiences to Nokia’s store.
“We’ve had more traffic to our Nokia site than we’ve ever had. We had a deeper level of click-through activity than we’ve had,” he says of the results. “I remember specifically that we started doing them on a Thursday on certain sites and we would see massive traffic spikes whenever we did these flashy banners on Thursday because we really got the right kind of communication and engaging people in the right way.”
Kaisharis additionally talks about how “service- and segment-relevant targeting” is the key to Nokia’s digital strategy because it produces the best snapshot of the audiences drawn to his brand.
The MediaTV series, which investigates how digital-savvy brands approach online marketing, offers tips to marketers on how they can expand their digital exposure.
Click to see past MediaTV interview was with Greg Fisher, Asia-Pacific manager of advertising and marketing services at Intel; James Thompson, head of marketing for Diageo Asia-Pacific; and Ajay Mohan, Hewlett-Packard's vice-president of marketing of its Personal Systems Group for Asia-Pacific and Japan.
To see previous Media TV interviews, click here.
To see Media TV interviews as soon as they come out, sign up for Media's email bulletins.
“Many people misinterpret what it is so we wanted to communicate a bunch of things,” Kaisharis says, noting that Nokia used digital tools ranging from electronic direct mailers and ads on external sites ranging from music forums to radio sites online to draw audiences to Nokia’s store.
“We’ve had more traffic to our Nokia site than we’ve ever had. We had a deeper level of click-through activity than we’ve had,” he says of the results. “I remember specifically that we started doing them on a Thursday on certain sites and we would see massive traffic spikes whenever we did these flashy banners on Thursday because we really got the right kind of communication and engaging people in the right way.”
Kaisharis additionally talks about how “service- and segment-relevant targeting” is the key to Nokia’s digital strategy because it produces the best snapshot of the audiences drawn to his brand.
The MediaTV series, which investigates how digital-savvy brands approach online marketing, offers tips to marketers on how they can expand their digital exposure.
Click to see past MediaTV interview was with Greg Fisher, Asia-Pacific manager of advertising and marketing services at Intel; James Thompson, head of marketing for Diageo Asia-Pacific; and Ajay Mohan, Hewlett-Packard's vice-president of marketing of its Personal Systems Group for Asia-Pacific and Japan.
To see previous Media TV interviews, click here.
To see Media TV interviews as soon as they come out, sign up for Media's email bulletins.
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