smart insights mobile marketing trends 2014
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Digital Marke,ng Priori,es 2014 Brought to you by:
Mobile Marke,ng Trends 2014
Rob Thurner Founding Partner Burner Mobile
Mobile marke,ng techniques to apply for success in 2014
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#PlanToSucceed
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About SmartInsights.com Actionable Marketing Advice
Recommended channel hub page: SmartInsights.com/
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Rob Thurner @burner_mobile Mobile consultant, author, trainer, speaker ¥ 20 years digital and traditional marketing experience, 10 years in
mobile ¥ Founder, Burner Mobile ¥ - Consultancy projects, white papers, keynotes in Europe & USA ¥ Author ¥ - 10 key decisions for mCommerce success (commissioned) ¥ - 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 ¥ Mobile clients
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#1 Time to grasp the big picture! “Rapid ramp of mobile internet usage will be a boon to consumers and some companies will likely win big (potentially very big) while many will wonder what just happened.”
Mary Meeker, Kleiner Perkins Caufield & Byers Venture Capitalist, Silicon Valley
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Poll # 1 ¥ What’s the role of mobile in your 2014 plans?
a) Customer acquisition b) CRM and loyalty c) mCommerce d) All the above e) Not sure
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“Omni-channel challenge”
OMNI CHANNEL
CROSS CHANNEL
SINGLE CHANNEL
60% of retailers list omni-‐channel as their top business priority for 2013
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Mobile shoppers spend more
Source: Google Shopper MarkeJng Agency Council
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Offers Prices Locate Information
44% 44% 58% 31%
84% OF SMARTPHONE OWNERS USE THEIR DEVICE WHILE SHOPPING
In-store – are you ready?
Source: Google Shopper MarkeJng Agency Council
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#2 Develop a robust mobile strategy
Source: Smart Insights / Burner Mobile
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Most focus on customer acquisition
Mobile advertising
Site +app development
Social Mobile Mobile PPC
Source: Burner Mobile
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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
Source: Burner Mobile
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Allocate resource and budget
Source: Smart Insights / Burner Mobile
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Adapting might even involve ‘stepping on some toes’
VIDEO Alexander von Schirmeister - He gave mobile commerce unit absolute permission to step on toes 12.26-13.50
“Our CEO created a lot of internal unrest several years ago when he created a mobile commerce unit. He gave that mobile commerce unit absolute permission to step on other functions’ toes… eBay would not have been successful if that team hadn’t told everyone else to sod off.” Alex Von Schirmeister, VP of Marketing, Operations & Advertising eBay Europe
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What are your investment plans for 2014?
“Our mobile spend is probably at 5%. It should be around 15-20% of our overall spend. We will migrate this over the next couple of years” Joseph Tripodi, CMO, Coca Cola, Sept 2013
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Poll # 2 ¥ Which stakeholders understand your mobile
plans for 2014 a) The Board b) Marketing c) Sales d) Data and insights e) Not sure
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#3 Track behaviour & customer journeys
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Multiple screen adoption
Source: Google
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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?
Source: IAB UK / sparkler
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Mobile demands permission!
“Mobile users invest their own Jme creaJng their own devices, with personalised wallpapers, games and apps. When consumers have invested their Jme creaJng their mobile device, they don’t want to be hijacked … “You can parJcipate as a brand, join in with my mobile place, but don’t invade it with foreign things that I didn’t pick to be there” Richard Eyre, Chairman, IAB UK
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#4 User Experience is paramount
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#5 Optimised sites maximise engagement
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FT HTML5 use case
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¥ Three approaches commonly used across the web that address multi-device users and allow for content customisation based on user context:
Mobile web – responsive or adaptive?
Responsive web design
Dynamically serving different HTML on
same URL
Separate mobile URLs
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¥ Responsive web design (RWD) optimizes your site experience across different screen sizes without creating multiple websites
¥ Using CSS and JavaScript templates, a responsive site immediately adjusts images, layouts and content based on screen size of device
Responsive web design
Source: theknowledgeengineers
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¥ Webservers detect what device customer is using and serve up custom pages (HTML + CSS) on the same URL
¥ Changing the content you serve to fit device requires some customization (e.g. style sheets) that need to be maintained on a per device basis
Adaptive web design
Source: theknowledgeengineers
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Poll # 3 ¥ Is you site mobile optimised?
a) Yes – responsive design b) Yes – adaptive design c) Not yet d) Not sure
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#6 What’s the rationale for an(other) app?
¥ Be honest about whether you need an App or should focus on mobilising the site: what’s the consumer benefit?
¥ Make full use of the handset’s native functionality
¥ Assess the App revenue model
¥ Promote to achieve standout and repeat use
¥ Set out roadmap for App development
¥ Set and monitor success measures beyond the download
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Share of page views/ Mobile events
Mobile web
App usage
Preference of app over web?
Share of time spent
80% 94%
London Olympics 2012: Mobile App Usage vs Mobile Web Usage
Source: Nielsen, 2012
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Drive app usage - push notifications
• Timely
• Relevant • Useful
• Preferences • LocaJon • Behaviour • LocaJon history
Her profile Your content
10 x greater response rate than email
8 x faster bookings compared to other channels
4 x app engagement for push v non-‐push sample
Results
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Location history Current location
Do not disturb 10 pm – 7 am
Send me deals and offers
Send me news and updates
User preferences Data integrations
CRM POS Favorites Purchases
Mobile behaviors
Device info
App push notifications - targeting
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Use existing content Enable customers to add offers to Passbook
Make offers more actionable
App push targeting - by segment
Source: Urban Airship
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Use location, preferences, and purchasing history to
segment audiences
Delight users with highly contextual messages
The Burberry Store Opening Event is today in the Macy's
Herald Square Store!"
Macy’s!
Encourage in-store visits
App push targeting - by location
Source: Urban Airship
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#7 Make search quick & easy … 50% of mobile sessions start with search
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#7 Mobile SEO – deep linking please!
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#7 Mobile PPC – bid aggressively!
¥ Google Adwords enables specific targeting ¥ More limited inventory and specific targeting options –
bid higher on mobile ¥ Be prepared to bid 2x higher to get on the first page of
search results ¥ Compete to have your ad served on 5 ad spots vs 10 for
desktop
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#8 Google Mobile Adword extensions
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#8 Mobile ads – microtargeting Target Burberry specific target demographic in terms of income, occupa,on type, gender and age.
Source: AdMaxim
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¥ Geo- targeted to London only ¥ System optimises automatically to best performing locations
within London
#8 Mobile ads – dynamic performance optimisation
Source: AdMaxim
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Data Mining + Business Rules Behaviors are analyzed and modeled into AdMaxim behavioral segments
Select Right Segment Segment(s) are selected that meet campaign goals or custom segment(s) are built
Deliver Ad Ad is delivered to visitors
wherever they appear in the network based on relevance
and campaign targeting parameters
Collect Consumer
Behavior Data
Observe consumer interests across all sites in
the AdMaxim N/W
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AFFLUENT LONDONERS FASHION LOVERS
Driving traffic – behavioural targeting
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¥ 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
#9 Connecting loyalty + location + payment
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#9 NFC = Not For Commerce? For Loyalty?
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#10 Conversion Rate Optimisation … constant improvement
Source: eibDIGITAL
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Performance optimisation - Amazon
Source: eibDIGITAL
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Summary
¥ Mobile = acquisition + loyalty + conversion ¥ Create and meet needs of mobile personas as basis for
behavioural targeting ¥ Good UX is vital for engagement and referral ¥ Assess and fine tune traffic drivers ¥ Test, measure, analyse, learn, adapt
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Mobile resource – Amazon ebook
Or search for Winning with Mobile
To order your copy, Text KNOWLEDGE + your email address
to 88600
