mobile marketing
TRANSCRIPT
DMMP
Mobile Marke-ng November 2013
• Sta-s-cs • Case studies • How we integrate with other marke-ng communica-ons
Agenda
Source: M. Isaacs, Essence (2010)
Tipping Point
Source: Comscore, 2011
Mobile Device Shipment
Source: Econsultancy Mobile Sta-s-cs Compendium Global, November 2011
Global Smartphone Penetra-on
Source: ourmobileplanet.com, Nov 2011
Base: Total na-onal popula-on * Japan smartphone penetra-on data excludes feature phones
Smartphone sales will reach 467m units in 2011.
Emergent Trends
Source: Econsultancy Mobile Sta-s-cs Compendium Global, November 2011
Emergent Trends
Source: Econsultancy Mobile Sta-s-cs Compendium Global, November 2011
It’s Not all CuVng Edge
Source: J.P. Morgan, 2011
Developing a Strategy
1. How do customers use mobiles?
2. Know their device(s)
3. Use Analy-cs
4. Iden-fy opportuni-es
5. Not apps vs mobile site!
Strategy 1: How they use mobile 1. How do your customers use mobile?
e.g. UK Smartphone use
Source: Econsultancy Mobile Sta-s-cs Compendium Global, November 2011
Strategy 2: Know their device(s) ü Measure handset mix when people arrive at your site ü Don’t rely on official market data/reports alone
Source: Econsultancy Mobile Websites and Apps Op-miza-on Best Prac-ce Guide Seven Ways to Op-mize your Mobile Strategy (Part 1), 2011
Image source: hap://bango.com/mobileanaly-cs/, November 2011
Strategy 3: Develop Analy-cs
Image source: hap://bango.com/mobileanaly-cs/, November 2011
1. User Agent String for every mobile device 2. Refresh device database 3. If device not recognised, may not count accurately, e.g.:
• Tablet or iPod included in desktop • Android under coun-ng
4. Include tracking tag on landing page
Strategy 4: Iden-fy Opportuni-es
1. Do the analysis! 2. Synthesise the data to iden-fy:
• Key issues • Opportuni-es
• E.g. Build for one Android, use for many devices • ‘Webkit’ browser reaches Apple & Android use browsers • Good Blackberry experience?
Strategy 5: Forget apps vs mobile
1. Offer a good experience
2. Not a black hat world
3. Op-mise for mobile!
Relevance of communica-on
• Be aware of your market, e.g.
• UK: – Users prefer to access mobile internet via:
• Browser (70%) • App (55%)
– Men more likely to use apps to access online informa-on than women (46% versus 35%)
• US: – 54% of 3,905 respondents preferred using mobile browsers to shop
online , instead of apps (41%) – 48% preferred to use a credit card for mobile purchases
Source: econsultancy.com November 2010
Not all mobile yet
Source: M. Isaacs, Essence, 2010
• 70% of companies yet to launch mobile site (Econsultancy, Nov 2011)
• Only 2% op-mised mobile sites for transac-ons
(IDM, Nov 2010)
Engaging Customers?
Source: Econsultancy.com November 2011
Number of UK internet users that accessed the web via mobile in 2011:
MOBILE COMMERCE
Mobile Commerce
• Mobile commerce set to double by 2013: – up from £123m (2010) to £275m
• Majority of top 50 retailers now selling via mobile (only 12 not)
• 10% of European web shoppers use mobile for product search, purchase or price comparison.
• They spend more too! (15-‐30%)
Source: econsultancy.com November 2010 & November 2011
Mobile Commerce: John Lewis
• Over 100k visitors p/wk to site via mobile
• Mobile website launched 11.10.10 m.johnlewis.com
Source: Econsultancy, October 2010
Mobile Commerce: Debenhams
• Launched mobile app for iPhone w/c 11/10 – 75,000 downloads in 1st week (#7)
• Includes barcode scanner – ideal for mul--‐channel shopping
• No ‘reserve’ func-on
• QR Codes
Source: Econsultancy, October & November 2010
Simple & Effec-ve
Source: Outrider, 2009
• Global 1st Na7onwide Mobile Couponing Roll-‐out
• ‘Two-‐for-‐one’ m-‐voucher offer using 241 shortcode
• Reference number acts as 2 for 1 m-‐voucher
• 2,400 m-‐voucher redemp7on devices in 500 cinemas na7onwide
APIs: Tesco.com
Source: A. Maurer, Tesco.com, #fodm 2010
Mobile and social
Privacy...
Source: econsultancy.com November 2010
Role in Future Strategy?
Source: Econsultancy Mobile Sta-s-cs Compendium Global, November 2011
Mobile Site vs
Apps?
Today’s Outcomes
• We’ve highlighted some key trends in mobile
• We’ve discussed a mix of case studies
• Awareness of integra-on...
Reading
• Morgan Stanley report: hap://www.morganstanley.com/ins-tu-onal/techresearch/pdfs/2SETUP_12142009_RI.pdf
• Overview: hap://www.briansolis.com/2010/02/mobile-‐internet-‐market-‐to-‐eclispse-‐desktop-‐internet
• Stats/guides: hap://econsultancy.com/uk/reports/sta-s-cs hap://econsultancy.com/uk/reports/best-‐prac-ce-‐guides
• Infographics • hap://econsultancy.com/uk/reports/mobile-‐ecosystem
DIGITAL MEDIA AND MARKETING PLATFORMS (DMMP) Term 1
Week Week Lecture Topic (1) Tutorial (1.5) Assessment
No
9 26/09/11 Introduction of Unit & Outcomes N/A Introduction of Ass't 1
10 03/10/11 Split week Speed Dating and Group Formulation
11 10/10/11 Platform 1: Blogging for Business Assignment Briefing Assignment Briefing
12 17/10/11 Platform 2: Email Blogging Excercises
13 24/10/11 Platform 3: Search Email Excercises
14 31/10/11 RED WEEK 15 07/11/11 Platform 4: Social Media Search Engine Excercises
16 14/11/11 Platform 5: Mobile Social Media Excercises
17 21/11/11 Digital Campaign Essentials Assignment Support (In Normal Tutorials) Submission 1 (10%)
18 28/11/11 Assessment Support & Re-brief Assignment Support (Bookable via Moodle)
19 05/12/11 No Lecture
Assignment Support (Bookable via Moodle) Submission 2 (30%)
20 12/12/11 No Lecture N/A
21 19/12/11 22 26/12/11 23 02/01/12
24 09/01/12 Examination Lecture N/A Questions Revealed & Results and Feeedback of Ass't 1