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10 Mobile priorities for 2013

Rob Thurner

Burner Mobile

@burner_mobile

@theidm

Introduction – Rob Thurner Mobile consultant, author, trainer, speaker

20 years digital and traditional marketing experience: • Journalist, Group Marketing Director at Clear Channel • Commercial Director with Mobile agency Incentivated • IDM Digital Marketing tutor and trainer • Mobile trainer in Europe & US • Founder, Burner Mobile • Author mCommerce and mMarketing books

Mobile clients: • Amex, Barclaycard, RBS • British Airways, STA Travel • John Lewis Partnership, M&S, Specsavers • Bayer, GlaxoSmithKline • Heineken, King of Shaves, • Jaguar • Macmillan, NSPCC • Pearson, Virgin

Making sense of the mobile

landscape

Mobile perceived as

personal & innovative medium

personalised

innovative

fun

creative

stylish

entertaining

relaxing

mood setter

persuasive

trustworthy

information

comprehensive

up to date

convenient

immediate

for me

undemanding

mobile media

magazines

internet on PC

TV

radio

newspapers

Source: Exposure, Orange Home UK

Mobile : permission is essential!

Apps Mobile sites Messaging Social Location

mCommerce Mobile ads Mobile search Codes & coupons

#1 Start with the consumer!

Match your offering to their mobile behaviour

#1 Start with the consumer! When and where are we mobile?

#1 Start with the consumer!

Mobile and tablet behaviour trends

#1 Start with the consumer!

Mobile behaviour whilst shopping

#1 Start with the consumer!

… Create mobile personas

Tribal drinkers

Buzz seekers Regular blokes

Male traditionalists

Detached moderates

Party girls

Career guys

Careful females

Routine strugglers

Business Objectives

Assess mainstream and

future mobile landscape

Integrate with comms & data

strategies

Select and manage mobile

partners

Align stakeholders to develop mobile

culture

#2 Build mobile into business strategy … Mobile impacts all areas of the business

#2 Build mobile into business strategy

…Board level agenda item

2012 2014

#2 Build mobile into business strategy

… Mobile roadmap v campaign-led

approach

#3 Mobile through the customer journey … working through the purchase funnel

Press ads

Website

DM

Social media

Email

Mobile banner ads

Mobile Acquisition, CRM and Transaction

#3 Mobile through the customer journey

… integrate mobile with other channels

Activation via QR Codes: prompt trial

Activation via SMS : text to win

Response into relationships

“Something for everyone” enhanced by local activation informed by SMS response data

Activation via SMS : drive sales

Activation via Twitter : trial & sales

60% repeat view

27% click to purchase

Source: IPSOS MORI

#4 Optimise your site!

… 4 seconds or bounce and never return

Optimised Non-optimised

#4 Optimise your site! … 70% of brands have not optimised their sites for mobile

#4 Optimise your site! Mobile internet is different

• Different browser capabilities

• Different screen sizes

• Different interaction

• Different intent

#4 Optimise your site! Mobile Web 1.0 – “Cookie Cutter”

Logo

Menu item 1

Menu item 2

Personalised banner

Promoting something of interest

Welcome back: FRED SMITH

When you were last here, you

Looked at the following products

Product 1 Product 2 Product 3

Behavioural

Logo

Menu item 1

Menu item 2

Personalised banner

Based on their location

You are near: XXX

Our nearest store is XX metres away

Get directions

Menu item 3

Menu item 4

Logo

Menu item 1

Menu item 2

Personalised banner

Based on the time of day

It is 11:00am

On TV later is XXX

Location-based

Time-based

http://www.burnermobile.com/making-mobile-design-more-personalised/

#4 Optimise your site! Mobile web 2.0 - personalisation

#4 Optimise your site!

… HTML5 success stories

#5 Why bother with apps? … what‟s the consumer benefit?

Is there a defined consumer segment?

Is there an opportunity for frequent engagement built around:

– Service

– Entertainment

– Information

– Distraction…?

#5 App focus on user experience

… over form and function

Are Audi A4s really that horrible to drive?

...drives like there is a drunk behind the wheel

I feel ripped off – even though the game was free! Just like a real A4

– it’s boring and tedious

#5 App focus on user experience

… mobile users won‟t tolerate rubbish

Success factors?

Download does NOT = use

85% only used once

Audience reach capped

Development & maintenance cost

Testing - over 50% have bugs

Approvals – up to 10 weeks

Standout

#5 App focus on success factors

… high stakes for “me-too” app players

#5 App focus on standout … > 1 million other apps

Standout from App noise is critical

Ratings + sales used to organise App stores

Use WOM

Use Social Media outlets

Use blogs

Use App store marketing machines

#6 Make discovery quick & engaging

… 50% of mobile sessions start with search

#6 Make discovery quick & engaging

… rich media, micro-targeting

Blind Networks

– cost-per-click (CPC) basis

Premium Publisher Networks

– cost-per-thousand (CPM) basis

And those in between that overlap the two models

#6 Mobile advertising Planning and buying options

#6 Mobile advertising

Adspend tracking online

2011 2010 2009 2008 2012? 2013? 2014?

Source: IAB / PWC Adspend

Source: Weve

#7 Build long-term loyalty with mobile … time & location based data trail

#7 Build long-term loyalty with mobile mCoupon redemption

Keyed entry Scanning NFC

Check and charge up your Starbucks Card

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

Locate a mobile payment Starbucks near you

Track your Starbucks Rewards program

#7 Build long-term loyalty with mobile

… focus on ease, convenience, personalisation

#7 Build long-term loyalty with mobile

… harness location and social media

#8 Keep an eye on mobile payments … manage expectations!

#8 Keep an eye on mobile payments … manage expectations!

#9 Conversion Rate Optimisation … constant improvement

#9 Conversion Rate Optimisation … address people and processes

More than two-thirds of sample are not designing their

websites (70%) and marketing emails (84%) for either

mobile phones or tablets

Companies with a structured approach to conversion

are twice as likely to have seen a large increase in

sales

Technology is no longer the major barrier preventing

companies from improving conversion rates

The challenge is becoming one of people and processes

Source: Econsultancy / Red Eye http://econsultancy.com/uk/reports/conversion-rate-optimization-report

Mobile optimised site, search, ads: „TicketsNow‟

• Research from Google: > 25% of

ticketing-related search queries occur on

mobile devices

• Combining a mobile-optimized site with

Google mobile ads boost mobile

sales100% in the first month

“Search queries and purchases in our space are migrating to mobile at a rapid pace. Mobile is where consumers are now and increasingly where they’re headed, so that’s where we need to be.”

Sachin Gadhvi, Director of Search and Mobile Marketing

Analyse multi-channel engagement

Source: O2 // Starcom MediaVest

O2 + Pizza Hut- Customer journey

Source: O2 // Starcom MediaVest

O2 + Pizza Hut - Results

Search plays a central role – drives footfall

Out-of-home (OOH) proven to be a direct driver of sales

Mobile was the number one performing medium

– 142% more efficient in delivering incremental sales revenue than the campaign average

– 4.4x more efficient than TV

– 2.6x more efficient than desktop web at creating incremental revenue

Mobile success factors

– Intent and mindset – meets a consumer need

– Connectivity – ease and convenience

– Personalised messages – right people, right time, right message

Source: O2 // Starcom MediaVest

#10 Win board level support … mobile disrupts and transforms

Source: Burner Mobile / Smart Insights

CEO

Sales

Marketing Customer

Insight

Technical

UX eCommerce

CRM

Legal

#10 Win board level support

… align internal (and external) stakeholders

Summary

Deploy mobile to deliver business objectives

Create and meet needs of mobile personas as basis for behavioural targeting

Good UX is vital for engagement and referral

Integrated mobile into comms planning and merge data

Manage expectations: benchmarks for budgets, timings, likely results, ROI

Develop strategy to maximise conversion rate optimisation

Win Board level support

Test, measure, analyse, learn, adapt

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

7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)

Summary at https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-insights.pdf

https://www.smartinsights.com/membership/expert/ For 20% discount on full Expert membership, use code SMARTIDM

Thanks for your time Any questions?

rob@burnermobile.com

www.burnermobile.com

burner_mobile

07793 804419

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