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2014 Mobile Workshop

US version

Winning Mobile Plans

Rob Thurner London, 4.3.14

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Rob Thurner Mobile consultant, author, trainer, speaker

•  20 years PR, digital and traditional marketing experience

•  10 years in mobile

•  Managing Partner, Burn The Sky - Mobile strategy, execution, optimisation

•  Author

- 10 key decisions for mCommerce success - Winning with Mobile - Creating a strategy for Mobile Marketing, Mobile,Commerce and Mobile CRM. Download from Amazon

•  Digital Tutor and Trainer in Europe and USA.

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Mobilising other brands

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Content

•  Why  mobile  is  different  

•  Mobile  success  factors  

•  Opportuni;es  for  PR  industry  

•  Ge?ng  started    

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Mobile First – where to start?

•  It’s  the  same  person  on  a  new  device  •  Behaviour  depends  on  loca;on,  ;me  &  device  •  It’s  a  plaGorm  not  a  medium  •  It  enables  integra;on  with  every  other  discipline  

•  Mobile  is  a  dialogue  with  the  customer  •  It’s  a  complex  journey  and  requires  a  long  term  plan  

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Start with the mobile consumer

Call

Text

Social networks

Search

Content Download

Mobile TV

Email

Web browsing

mPayments

Gaming

Shopping

Music

Camera + pictures

Personal organizer

Navigation

Vouchers + tickets

Tablets

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Mobile in numbers

•  On  average,  we  check  our  mobiles        150  1mes  /  day                                                                      (Source:  Google)  

•  84%  of  UK  smartphone  owners  use  mobile  devices  in-­‐store  …  17%  of  them  have  changed  their  minds  as  as    result  (Source:  Google)  

•  56%  of  smartphone  owners  prefer  using  their  smartphone,  rather  than  a  computer,  to  access  the  internet.    (Source:  Prosper  Mobile  Insights)  

•  69%  of  tablet  users  have  shopped  via  their  device  in  the  last  30  days            (Source:  IAB)  

•  61%  of  customers  who  visit  a  mobile  unfriendly  site  are  likely  to  go  to  a  compe1tor’s  site                                                              (Source:  IAB)  

•  Mobile  will  account  for  50%  of  payments  worldwide  by  2016                (Source:  PayPal)  

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Customer journeys – now more complex

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Buying electronics goods: Purchase process

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What’s her ‘mobile’ behaviour?

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Who are your mobile personas (Heineken)

Tribal drinkers

Buzz seekers Regular blokes

Male traditionalists

Detached moderates

Party girls

Career guys

Careful females

Routine strugglers

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Number of subscribers in the UK (000s)

Audience data underpins mobile format choice

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Apps Mobile internet

MMS SMS LBS

13-17 18-24 25-34 35-44 45-54 55+

Index vs population as a whole

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Customer centric philosophy

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Mobile : permission is essential!

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Multiple screen consumers

Source:  Google  

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43.5%

47.0%

48.9%

49.8%

53.3%

54.1%

60.3%

66.2%

67.8%

78.9%

Watched TV/Video

Instant Messaging

Listened to Music

Local/World News

Played Games

Maps/Directions

Search

Social Networking

Weather

Email (Work/Personal)

% Smartphone Audience

Top 10 Categories - % Reach

Fastest Growing Usage Category on Smartphones

Source: MobiLens, 3 mo. avg. ending September 2013, United States, N=32,377

42.6%

41.1%

39.3%

34.5%

34.3%

34.0%

33.4%

33.2%

32.9%

29.4%

%YoY G

rowth

29.4%

32.9%

33.2%

33.4%

34.0%

34.3%

34.5%

39.3%

41.1%

42.6%

Recipes/Cooking Tips

Watched TV/Video

Credit Cards

Beauty/Fashion/Style

Photo/Video Sharing

E-Payments/Money Transfer

Home/Lifestyle

Insurance

Retail

Travel

% Year-on-Year Growth

Top 10 Categories - % Growth

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Tablets for “relaxed creativity”

Preferred functionality

Fastest at giving me what I need 37%

No other devices were available at the time 6%

Offers greatest privacy 7%

Has apps/programmes I prefer 27%

Habit 18%

Cheaper for accessing the Internet 5%

Always prefer to use this device 31%

Screen/interface is easier to use 37%

What I need in format I prefer 32%

Easiest for me to pick-up 49%

Why  did  you  choose  to  use  this  device  as  opposed  to  another  device?  

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Most focus on customer acquisition

Mobile advertising

Site +app development

Social Mobile Mobile PPC

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Bigger opportunity for long term loyalty

Mobile advertising

Basic app-development

Messaging

Data Integration

CRM & Loyalty

Programmes

Coupons

Social Mobile Mobile PPC

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Develop a robust mobile strategy

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Is There an App For That?

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Why invest in apps? … what’s the consumer benefit?

•  Is  there  a  defined  consumer  segment?  

•  Is  there  an  opportunity  for  frequent  engagement  built  around:  

–  Service  –  Entertainment  –  Informa;on  –  Distrac;on…?    

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Messaging Apps

+54%

+379%

+105%

+35%

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App focus on user experience … over form and function

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Ø  Check  and  charge  up  your  Starbucks  Card    

Ø  Pay  with  your  iPhone  or  iPod  Touch  at  U.S.  Starbucks  stores  

Ø  Locate  a  mobile  payment  Starbucks  near  you  

Ø  Track  your  Starbucks  Rewards  program    

Starbucks - ease, convenience, personalisation

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Swiftkey app

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Mobile web : HTML5 approach

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FT’s HTML5 strategy

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Role of PR agencies in the value chain

•  Idea  genera;on  

•  User  Generated  Content  

•  Driving  traffic    

       

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•  Response  into  rela;onships  •  “Something  for  everyone”  enhanced  by  local  ac;va;on  informed  

by  SMS  response  data  

SMS text to win

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Interactive billboard – Grenata

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Jimmy Choo – integrated mobile social location campaign

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Customer value over time

0  

10  

20  

30  

40  

50  

60  

1   2   3   4   5  

Profi

t  Ind

ex  

Years  

Impact  on  profits  

Profit  from  referrals  

Profit  from  reduced  costs  to  serve  

Profit  from  price  premium  

Profit  from  increased  purchases  

Base  profit  

Source:  Harvard  Business  School  

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•  The  True  City  app  gives  informa;on  on  Nike  products  and  loca;ons  based  on  cell  ID    

•  Allows  for  consumers  to  review  and  add  own  loca;ons  

Concierge service – Nike True City

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Best Practice – clear Ts&Cs

36

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P&G Charmin sponsors Sit or Squat App

• Sit  or  Squat  Bathroom  finder  in  10  different  countries  -­‐  100,000  bathrooms  worldwide  

• Charmin  sponsor  the  app  to  build  brand  awareness  –  lower  cost  than  building  an  app  

       "Sit  or  Squat  is  the  perfect  partner  for  us  …  we're  not  going  to  reinvent  the  wheel  by  crea;ng  this  applica;on.  We  found  somebody  out  there  whose  mission  matches  ours.  It  creates  the  perfect  partnership."    

 Dewayne  Guy,  external  rela;ons  manager  at  P&G  

Source:  www.mobilemarkerter.com  

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Mobile ratings and reviews

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•  Source: MobiLens, 3 mo. avg. ending September 2013, EU5, N=67,216

Mobile social networking as advertising platform

42.5%

46.2%

56.4%

65.6%

67.3%

70.0%

70.9%

75.6%

83.9%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%

Received coupon/offer/deal

Clicked on advertisement

Posted link to website

Read posts from public figures/celebrities

Read posts from organizations/brands/events

Posted photo

Followed posted link to website

Posted status update

Read posts from people known personally

% used Social Networking related to TV programme

Social Networking Activities

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Driving traffic

•  Driving  traffic  to  mobile  assets  is  cri;cal.  •  We  are  experienced  at  delivering  effec;ve  traffic  genera;on  strategies:  – Messaging  – Adver;sing  – Search  – Social  media    – E-­‐mail  – Word  of  mouth  

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QR codes - User experience?

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App focus on standout … > 1 million other apps

•  Standout  from  App  noise  is  cri;cal    

•  Ra;ngs  +  sales  used  to  organise  App  stores  

•  Use  WOM  

•  Use  Social  Media  outlets  

•  Use  blogs  

•  Use  App  store  marke;ng  machines  

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Paid Search

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Google Mobile Search extensions

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Natural search

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Natural search returns

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News sites

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Getting started

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Mobile resources

Site Content

www.mobilemarketingmagazine.com www.iabuk.net www.smartinsights.com www.burnermobile.com The Mobile Playbook Our Mobile Planet Google Mobile Ads Blog www.flurry.com www.comscore.com

News, case studies, awards Case studies, white papers Digital strategy, analytics, blog Blog, market analysis Google guide – winning with mobile Google – Q&A on mobile consumers Google blog on mobile advertising Metrics, apps Mobile usage

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Mobile resource – Amazon ebook

Search:  Winning  with  Mobile  

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Thanks for your time

rob@burnthesky.com  @weburnthesky  

www.burnthesky.com  +44  7793  804419