mobile marketing 2013 - what, why and how

Mobile Marketing 2013What, why & how

Bucks Business Breakfast 19th April 2013

3seven9 Agency

Contents

What is Mobile Marketing?

How important is it in the UK?

Businesses and Mobile Marketing

Mobile Marketing Integration

Quick Wins

Who are 3seven9 Agency?

Established October 1995

Full service, fully integrated design and marketing agency

Successfully creating innovative connections to your customers and providing ROI throughout

Services include Brand designWebsite/Apps design/build Marketing: social, email, SEO, PPC,

VideoBackground in working with range of Blue-chip B2B and B2C Tech companies (Telstra, Nokia, Oracle)

So what is mobile marketing?

Mobile Marketing is a set of practices that enables organisations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

- Mobile Marketing Association

“”

How important is mobile marketing in the UK?

1/3 of all internet page views in the UK were completed through mobile devices.

It’s very important!

Breakdown of European mobile phone users

How old are mobile device owners

Breakdown of European Smartphone usage

UK Smartphone audience is 31.7 million

13-179%

18-2415%

35-3422%

35-4419%

45-5416%

55+19%

51% 49%

Smartphone penetration increased in 2012

Tablets are not going anywhere

Businesses and mobile marketing

Mobile marketing spend will increase in 2013

The evolution of mobile marketing

Mobile marketing is not successfully measured

Where to begin with your mobile marketing?

Start with your business objectives

Ranking Goal1 Brand engagement and loyalty

2 Needed to stay competitive

3 Acquire new customers

4 New revenue stream

5 Cost deflection

Why use one over the other?

Mobile App

Mobile Web

Can work well as a client retention tool Stronger at driving call to action through push messaging Ideal for digital coupons, special user events and offers

Good for engaging new prospects Cheaper and quicker to market Provide an additional touch point

Decide where you want to focus:

Mobile web

Mobile Web: The options...

Mobile Web

1) Separate mobile websites

2) Responsive websites

Responsive websites

Laptop viewNavigation (1) and Sectors (2) are in one format for the typical user (laptop/desktop).

Smartphone viewResponsive design takes the Navigation and Sector callouts and formats it automatically to give easy access for the mobile user).

1

2

Visit www.kingstonsmith.co.uk and shrink your browser to see what responsive design is for yourself.

Mobile apps

One app vs many operating systems!

Your App

Which operating system should you focus on?

When to choose the mobile web vs apps?

Cost of Mobile web vs Mobile Apps

How much does mobile web cost?

LOT of variables1. How many different types of content to be rearranged2. How extensive are the design differencesAdditional budget: 10-30%

Additional 10-30% extra visitors and conversions to justify spend.

How much can an app cost?

LOT of variablesApp Design: £6kServer side Development: £3-6kApp Development: £6-12kPM & Debugging: £5kTOTAL: £20-29k

If each visitor value is £100 290 visitors to break even.

What is the effect of doing it?

3seven9’s mobile situation

Mobile traffic in 2012 was 10%Increased to 15% in 2013Decided to incorporate responsive web design into rebranded website in February 2013Results

Page views increased 61%Average visit duration increased 269%Bounce rate decreased 31%

Integrating Mobile into Online Marketing

Email and Mobile Marketing

Email and mobile marketing

62% of the UK check their email on mobile devicesFrontload content – 80 charactersPotential results of optimisation:

21-25% increase in CTR15-17% increase in open rate

Physically walk through the email mailshot process!

Social and Mobile Marketing

Social and mobile are intrinsically linked

Social media and mobile marketing

Have a single goal in mind for each channelOptimise each social presence for mobile (e.g. Facebook apps)Time your mobile focused postsFavour image and location based marketingUse mobile apps to manage your account and activity

Video and Mobile Marketing

2012 was the year of mobile video growth

Increased from 4m to 11m viewers in 2012

The power of business video marketing

75% of senior executives watch work-related videos on business-related websites at least weekly

Can increase the number of business profile clicks by more than 30%, business calls by 18%, website visits by 55%

52% of B2B marketers used video in 2012, a 27% increase over 2011

People were over 2x more likely to visit a site upon seeing a video

Videos are 53 times more likely than text pages to show up on the first page of search results

Prioritise video in your mobile optimised site.

60% found “including video content” as a highly effective tactic that is not very difficult to implement, yet only 35% do it.

Mobile and B2B video marketing

Hempsons Solicitors

Created series of videos on legal pitfalls of NHS changeshttp://www.youtube.com/user/Hempsons

+200 views since April 2nd

+240 minutes footage viewed

23% were on mobile devices(1 hour of Hempsons’ marketing was viewed on mobile devices).

Advertising and Mobile Marketing

Mobile offers a high variety of advert models

Search

What do mobile adverts look like?

Display

How to integrate mobile into advertising

Localise your mobile adsDefine your conversion actions (call, short form, event register)Optimise your landing pageTime your adverts to mobile usageStart with Google Adwords

Mobile Marketing Quick Wins

Align your mobile marketing against the day

Who are our mobile visitors? (<15%)What are mobile users looking for? (keywords)Are they having trouble finding it? (bounce rates, time, page depth)Are certain campaigns/pages better for mobile users? Is our site structure mobile-friendly? (site search, goal flow, page depth, average time on page, conversions, site speed)Does my site load fast enough to prevent users from bouncing? Is my site navigation easy to use on a mobile device? (bounce rate)Are we using the best mobile-friendly approach (responsive/app etc)Are users behaving differently on mobile devices than on PCs? Are my calls-to-action and content – still effective on mobile?

Questions to guide your mobile strategy

(Main data taken from comScore 2013 and 2012 mobile reports and relevant Econsultancy reports. Further details can be provided upon request).

To find out more ways to improve your marketing, please visit our blog: http://3seven9.com/we-say/?c=BC

If you have any questions please find me here: uk.linkedin.com/in/thedavewood/+44 1344 667 418david.wood@3seven9.comwww.3seven9.com