velti mobile whitebook 2013
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Mobile Whitebook 2013Data, trenDs anD best practice
In partnership with
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contents 4 Introduction
About Velti
6 Forewords
From Velti
From Econsultancy
7 Consumer Data: The Case for Mobile
8 Mobile penetration and use grows
9 Tablets become the screen of choice
10 Marketers need to cater for an multichannel world
16 The Business Landscape
20 Best Practice Advice
21 Five steps to mobile success
23 Measurement for mobile
24 Mobile tactics for your marketing funnel
25 Case Studies
26 Vodafone Freebies
26 Walkers Homegrown
27 Samsung Hope Relay
28 How Velti Can Help You
28 Strategy in action
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introDuction2013 ushers in a new age of consumer preference, consumer habits and
consumer devices. The focus for marketers should be the same as it has
always been, on the customer. Mobile marketing has made it through
the Wild West and we are delighted to see positive and wide adoption
in the industry.
We have seen a surge of interest from brands investing time, thought
and resources into their mobilisation efforts. Brands from all of our
sectors have sought advice on mobile best practice, and due to the
demand, we are delighted to share some of that expertise. Our research
combines leading industry statistics, primary data and analytics from our
own Velti platforms.
To fully understand how the end consumers are using their devices, we
are delighted to have partnered with Velti, the leading mobile marketing
and advertising agency, to provide truly actionable insights to help you
formulate an effective and accountable mobile strategy.
www.velti.co.uk
www.velti.co.uk
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about VeltiVelti is the leading global provider of mobile marketing and advertising
technology solutions that enable brands to implement highly targeted,
interactive and measurable campaigns by communicating with and
engaging consumers via their mobile devices.
Velti’s experience in mobile spans all sectors and global regions, whilst
their solutions cover the full end-to-end mobilisation journey, from initial
activation to mobile customer acquisition through to retention strategies.
They work with their clients to educate, optimise and inspire the use of
the mobile channel and ultimately grow their revenues.
Our clients include:
MeDia
retail
FMcG
Finance and Mnos
GaMinG and GaMblinG
others
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From Velti
As a business we aim to innovate, explore and
share groundbreaking best practice to ensure that
we help our clients capitalise efficiently on the
mobile channel. The mobile landscape is complex
and our team of dedicated strategic planners and
analysts are committed to sharing both internal
and external knowledge to advance your own
marketing strategies in 2013.
Just two in 10 of our sample* stated that they
are 100% mobile, while a significant 45% of
respondents stated that they need to do more or
don’t do anything on the channel. This means that
there is still much work to be done in our industry
to assist brands in their mobilisation efforts and
revenue growth activities.
We look forward to hearing about your plans and
ideas for the channel of choice in 2013.
Best Regards
Barry Houlihan
General Manager
Velti Western Europe
From Econsultancy
Over the past few years, a cliché within marketing
has been “This is the year of the mobile”, or more
recently in a desperate plea for attention, “This year
is really the year of the mobile”.
In my opinion, such comments are not helpful.
They present mobile as a transient consumer
trend or fashionable term which can be dropped
into conversation to win budgets and convince
organisations to take action.
The reality is that mobile is now already entrenched
within consumer behaviours and decision making.
Over half the population in the UK and the US
own a smartphone and 65% of all online activities
begin on a smartphone.1 With PC sales plummeting,
mobile devices are already the default way for
most consumers to access and gain information on
digital products and services.
Despite this, the research revealed by Velti in this
document shows that the majority of marketers are
spending 5% or less of their efforts on mobile.
I hope the data, insights and best practice tips
presented in this document will spur you and your
organisation to take action and take advantage
of the opportunity presented by the new digital
landscape.
Andrew Warren-Payne
Senior Research Analyst
Econsultancy
ForeWorDs
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Mobile devices facilitate consumer interactions with your brand at
any time or place convenient to them, and with over 14,000 different
smart devices and tablets in use, interactions on the mobile channel
are increasingly critical moments in the customer journey. Ensuring
that these experiences remain positive should be at the centre of your
mobile strategy.
Consumer expectation has soared in recent years. Consumers now
demand brands to be uniformly presented regardless of access points
and oversight has meant many brands falling behind their full potential.
The successful implementation of many brands’ mobile strategies
(including Facebook and Amazon) has been a positive step in the right
direction for the industry. However, despite undeniable adoption of
smart devices by global consumers, marketers have been relatively
slow to fully realise the potential of the opportunity presented. With
the imminent rollout of 4G services, the ever-increasing presence of a
variety of devices and screen sizes, Tablet, Phablet (ie. phones so large
they are almost like tablets, such as the Samsung Galaxy Note) and
even Laplets (Laptop/Tablet hybrids such as Windows Surface), it is vital
to understand the role these devices play and how to best adapt your
marketing strategy to become truly multi channel.
The connected consumer now uses a variety of devices to research
and complete even simpler purchases. They expect a great brand
experience on every channel, platform or device, and they expect to be
able to switch between them seamlessly. Anything less is a poor brand
experience. Many brands state they have tried mobile but customers
only use it to brand their product not purchase. Chances are
what this really means is that most brands have not been
optimised for mobile.
consuMer Data: the case For Mobile
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Mobile penetration anD use GroWsMobile devices have rapidly become an integral part of our everyday lives
A recent survey by the insurer Endsleigh reports that 32% of us
would be more willing to go without alcohol for a month than
lose our mobile phone, with 24% of respondents believing that
losing their phone would be detrimental to their mental health.
Nielsen reports a 97% mobile phone penetration in the UK,
with 64% of these being ‘smartphones’.
A year ago, smartphone penetration in the UK tipped over the
50% mark, making ownership irrefutably ‘mainstream’ for the
first time. At the end of 2013, penetration levels were close to
two-thirds of the population. That has changed the way brands
can communicate.
Smartphone use is a global phenomenon
This phenomenon isn’t contained within the UK. Smartphone
penetration in the EU5 has crossed over into the mainstream
at 57%, which is higher than the respective penetration rate
of the United States (54%). Meanwhile, rates are lower in
Germany (51%) and Italy (53%).
key Facts about Global Mobile use • Over712millionsmartphoneswereshippedglobally
in2012accordingtoIDC–a45%increaseon2011.
• Lower-costsmartphonesmadebyHuaweiandZTC
arehelpingtofuelthistrendinemergingmarkets.
Android becomes the dominant smartphone operating system
The rising success of Android has altered the landscape of
mobile operating systems. Android now outpaces iOS sales by
two to one, and this trend is increasing. Already, penetration of
Android smartphones is close to 50%.
EU5 UK
SPAI
N
FRAN
CE
ITALY
GERM
ANY US
56.5%
64.0%65.8%
53.0% 52.6%50.8%
53.8%
Dec2012Dec2011
iOS28%
Symbian3.1%
Android46.6%
BlackBerry15.2%
Windows6.4%
Market share ios/anDroiD
in the uk
sMartphone penetration
97%Mobile phone penetration in the uk,
64%oF Which are sMartphones
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tablets becoMe the screen oF choiceTablet penetration has also doubled since 2011, and the increased competition from cheap
alternatives has undoubtedly helped to fuel this growth. The rapid adoption of tablet devices
has fragmented the mobile landscape and there are notable differences in user characteristics
between the two mediums. Mobiles are highly personal, while tablets are often shared. The
majority of tablets are WiFi-only and used mainly at home.
Tablets to replace PCs and laptops as the device of consumer choice
With IDC reporting a near 14% drop in PC and laptop sales in
the first quarter of 2013, it’s likely that beyond handheld mobile
devices, the tablet will be the primary device through which
the majority of consumers will interact digitally with brands. By
2017, it’s expected that annual tablet shipments will exceed
350 million, significantly in excess of the 300 million PCs
currently shipped annually. Consumers are migrating to the
portable device fast.
key Facts about tablet penetration• Closeto53milliontabletsweresoldworldwideinQ4
2012,a75%increaseYoY.
• FromQ42011tothesameperiodin2012,Samsung
andAsushadthebiggestgrowthbutAppleisstillin
thelead.
• TabletssoldgloballyinQ42012:
–22.9millioniPads
–7.9millionSamsungdevices
–3.1millionAsusdevices
The switch from desktop and laptop devices to tablet has
been accelerated by a number of factors. Manufacturers are
increasingly seeing the value of creating smaller and cheaper
tablet devices as these are lower cost. In addition, larger
tablets are less portable while their heavier weight makes
them less comfortable to use for prolonged periods of time.
263.0%
26.8%
402.5%
-27.7%
77.4%
48.1%
4Q12/4Q11 GroWth in tablets – Global Data
UK
FRAN
CE
GERM
ANY
ITALY
USA
SPAI
N
AUST
RIA
19%
15%
10%
23%
20%
24% 24%
2012
2011
tablet penetration
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Tablets become the second screen of the family
With their ease of use, long battery life and high-quality user
experiences, tablets are well used in the homes of consumers.
Rather than desktop devices, which are more likely to be
confined to a single location, tablets can be moved around the
house and used for a multitude of tasks.
One phenomenon that’s occurred with the rise of smartphones
and tablets is that of ‘second screening’. This is the use of
tablets while watching TV or another device. In the UK, 24%
of consumers do this several times a day. The activities being
performed during second screening are broad and occur both
sequentially, as we start tasks on one device and continue on
another, and simultaneously, as we watch two screens at the
same time. There’s a vital link between traditional consumer
engagement with brand advertising and mobile search; and
of course hard wiring ads to devices with Shortcodes to drive
customer response levels.
In addition to second-screening, tablets are used to access
television content. UK consumers are the most likely in the
world to access television content over the internet ahead of
the US. This is encouraged by the early arrival and success of
products such as BBC iPlayer.
By understanding second-screening behaviour, marketers
have a unique opportunity to tailor campaigns in an integrated
fashion. TV no longer commands our full attention – for half
of us, ‘lean back’ now has a ‘sit forward’ component, which
provides an opportunity to engage with consumers in a
timely and relevant fashion through the channels available to
them via a tablet device, but given the range of screen sizes
many brands are coming unstuck by relying on their website
experience to render to tablet.
• Thetabletisnotconfinedtooneroominthehouse.Itiswell
shared and well liked
• Tabletsareusedforemailandgaming,withlevelsof
shopping twice that of a smartphone
• Tabletscanempowerbetterconversionratethrough
touchable and swipe-able content
• Multi-screeningconsumerbehaviourisbothsequentialand
simultaneous
key Facts about seconD screeninG• 78%ofUKTVviewerssimultaneouslyusea
smartphonewhilewatchingtelevisioninatypicalday
• 80%ofUKtabletownersdothesame(butasyet,
fewerowners).SEVE
RAL
TIM
ES A
DAY
ONCE
A DA
Y
SEVE
RAL
TIM
ES A
WEE
K
SEVE
RAL
TIM
ES A
MON
TH
ONCE
A M
ONTH
OR
LESS
NEVE
R
26%
24%
12%
15%
19%
17%
16%
14%
24%
USUKGERMANYITALY
23%
19% 20
%
13%
10%
15%
13%
7% 7%9% 9%
12%
20%
29%
29%
siMultaneous use oF tablet While WatchinG tV
top actiVities perForMeD DurinG siMultaneous screen usaGe
60%Emailing
42%Social Networking
15%Work Documents
25%Playing a Game
23%Searching
9%Watching Video
44%Internet Browsing
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Tablet behaviour is different to that on smartphones
The characteristics of tablet devices compared with
smartphones means that consumer behaviour is markedly
different between the two. In particular, consumers appear
to be more willing to shop on tablets (4 in 10) than on
smartphones (2 in 10); but this still means that 6 in 10 people
shop on mobile devices
The creation of mobile-optimised shopping experiences,
which take full advantage of the larger screen and touchability
provided by the tablet, along with the time of day a tablet is
most likely to be used (ie. at home in the evening), mean that
retailers will often see significantly higher conversion rates
from tablet than from mobile devices; these mobile optimised
experiences will also serve users who shop on smartphones
key Facts about tablet behaViour Vs. sMartphone behaViour
• Thesurveyshowed67%oftabletandsmartphone
shoppersonlyuseappsfortheirfavouritestores.
Emai
lPl
ayin
g ga
mes
Face
book
Read
ing
book
sRe
adin
g ne
wsLi
sten
ing
to m
usic
Shop
ping
Wat
chin
g m
ovie
s or
TV
Rese
arch
rest
aura
nts
Rese
arch
trav
el
Emai
lM
akin
g ph
one
calls
Face
book
List
enin
g to
mus
icPl
ayin
g ga
mes
Read
ing
news
Phot
o m
anag
emen
tRe
sear
ch re
stau
rant
sSh
oppi
ngTw
itter
72%
67%
61%59%
50%46%
44%42%
30%
TABLET OWNERS SMARTPHONE OWNERS
30%
79% 78%
58%
52%48%
37%
26%24%
20% 20%
For Which oF the FolloWinG Do you typically use a tablet / sMartphone?
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Marketers neeD to cater For a Multichannel WorlDAlthough the trends and statistics present a strong case for developing a valuable user
experience on smartphone and tablet devices, the reality is that the use of these does not exist in
a vacuum. Although digital has often being quoted as the disrupting factor in creating non-linear
customer journeys, customers have always carried out their purchasing decisions in complex and
unique ways.
Companies need to cater to multi-device user journeys
Today’s reality is that many consumer purchase decisions
cross multiple devices, and research from Google shows that
smartphones are the most common way in which consumers
start their online activities.
key Facts about Multi-DeVice journeys• Whenshopping,sequentialmulti-screeningand
channelthreadingiscommonplace.
• 67%reportedtheystartashoppingactivityonone
deviceandcontinueonanother.
• Mobileisthemostcommonstartingpointfor
shoppingactivity.
65% start on a
Smartphone
61% continue on a
PC/Laptop
4%
continue on a
Tablet
25% start on a
PC/Laptop
19%
continue on a
Smartphone
5%
continue on a
Tablet
65% start on a
Tablet
10% continue on a
PC/Laptop
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Selling effectively means reaching the right person at the right time at the right place – and on the right device
Users typically use devices differently depending on a number
of factors, including time of day, their position in the buying
cycle, where they are physically located (eg. home, work or
travelling) and the product which they are researching.
Marketers should look to provide a customer experience
that adjusts and accommodates for the variation in content
consumption and buying behaviour by device, time and place.
The chart below illustrates how device behaviour changes
depending on both the time of day and also whether or not
it is a weekend. Weekends and evenings generally see an
increase in the amount of time people spend on mobile
devices, particularly on tablets such as the iPad.
The reason for this increase mainly comes down to the fact
that these are the times when people are likely to be finished
with work and therefore using mobile devices either while
travelling or commuting, while out and about, or relaxing in the
home. Marketers should take advantage of these behaviours
by timing their efforts accordingly using mobile media to
maximise at its peak times and geofence to find consumers
in the right place.
Another change caused by the shift to mobile is that marketers
can more effectively geo-target their ad campaigns to only hit
those who are in the right place at the right time. For example,
local retailers can choose to have their campaigns display only
to people within a certain distance of their store and when the
store is actually open.
Weekday
00:0
0
01:0
0
02:0
0
03:0
0
04:0
0
05:0
0
06:0
0
07:0
0
08:0
0
09:0
0
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
Android
iPhone
iPad
Weekend
Wee
kday
00:00
01:00
02:00
03:00
04:00
05:00
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
Andr
oid
iPho
ne
iPad
Wee
kend
key tips to tarGet Multichannel custoMers
• Ensureyourdigitalpropertiesaremobile-ready.
Conductuserexperiencetestinginordertomake
sureyourcustomerscanconductkeytasksonan
arrayofdevices.
• Experimentwithcustom-adschedulingtoshow
mobileads/SEO/PPC(bothdisplay,paidsearchand
more)atthetimesofdaywhenupto60%ofyour
customersaremostlikelytoengageeffectivelywith
them.
• Postonsocialmediawhenyourconsumersaremost
likelytoengage.Oftenthismeansintheevenings
andattheweekend.
• Takeaccountofthechangingpatternofconsumer
behaviourthroughoutthedayandweek.Targetyour
mobileeffortsaccordingly.
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ROPO and ‘showrooming’ become the way consumers like to shop
Another effect caused by the proliferation of mobile devices
are the phenomena of the ‘ROPO effect’ and ‘showrooming’.
ROPO refers to when consumers ‘research online and
purchase offline’ while ‘showrooming’ is where consumers
look to inspect products in-store before purchasing them at a
lower price online.
Research from Econsultancy shows that this trend is significant,
with a survey of 1,000 UK and US consumers showing that
more than 90% use the internet to research products and
services before buying at a local store, while 43% of UK
consumers and 50% of US consumers said that they had used
their mobile to compare prices and look up product reviews
while out shopping.
USA
UK
YES
50%
43%
NO
57%
50%
With the number of people owning smartphones still increasing
and the most successful bricks and mortar stores gaining more
of their income from digital than ever before, retailers who do
not adapt to this change in consumer behaviour are likely to
find themselves in a precarious position.
key steps to accoMMoDate For ropo anD ‘shoWrooMinG’ behaViours
• FacilitateROPObehaviourbyofferingclick-and-
collectservices,prominenttelephonenumberson
mobilewebsites,andeasy-to-usestorefinderswhich
canmakeuseofGPS-enabledsmartphones.
• Includemobile-relevantcallstoactionin-store–
thesecanincludeQRcodesandshortenedforapps
andwebsites,productreviews,videosandmore.
• Usemobilecoupons,SMScodesrewardspointsand
geo-targetedadstodrivemobileuserstopurchase,
whetherin-storeoronline.
• Provideacustomerexperiencethatcannotbe
undercut–whilepureplayssuchasAmazonmay
beabletoundercutcompetitorsonprice,providing
astress-freeandenjoyablecustomerexperience
canassistinacquiringandretainingcustomerswho
placeapremiumonaqualityshoppingexperience.
>90%oF consuMers use the internet to research proDucts anD serVices beFore buyinG at a local store
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The actions of GAFA shape the way consumers and businesses adapt to the mobile and multichannel world
Google, Apple, Facebook and Amazon (collectively referred to
as GAFA) represent the four most powerful companies within
the digital world. Despite the fact that all come from different
roots, their activities are beginning to converge and overlap
in a way that has significant effects for all as digital becomes
a more integral part of consumers’ everyday personal and
professional lives.
Very few companies have the ability to directly compete
against GAFA in the areas in which they excel. Rather,
companies should be looking to harness the way that their
products and services provide them with ways to interact
and engage with their customers, while staying abreast of
developments that may cause damage to their business.
Such changes that have caught companies out include:
• OperatingsystemchangesinAndroidandiOS,leading
to higher than expected costs for app development and
improvement.
• TheremovaloffreeproductlistingswithinGoogleShopping,
changes to algorithms and the deployment of ‘Enhanced
Campaigns’.
• ChangestoFacebook’snewsfeedalgorithm,reducing
the opportunity for low cost and wide reach, placing a
requirement on paid advertising.
• Theemergenceofcompetitorssellingsimilarproductson
Amazon Marketplace.
In short, companies should ensure that they are not dependent
on any single GAFA-powered customer acquisition or retention
channel. They should look to diversify the ways in which they
reach and engage with their customer base so that any rapid
changes will not place them in harm’s way.
key Facts about GaFa anD Multichannel
• Googlehasa95%shareofthemobilesearchmarket
andtheypayAppleintheregionof$1bnayeartobe
thedefaultsearchoniOSdevices.
• Googlecollects57%ofmobileadrevenueinthe
UnitedStateswhileFacebook,itsnearestcompetitor,
getsjust9%.
• Googlearenolongerdoing‘mobile-only’ads.By
launching‘EnhancedCampaigns’,allcampaigns
mustnowtargettablet/desktop-onlyoralldevices
(mobileplustablet/desktop).
Facebook collects just
57%9%
Mobile aD reVenue collecteD by
GooGle in the us
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As smartphone penetration rapidly increases and more and more retail brands
add mobile to their strategy, you probably don’t want to be the one left behind
trying to catch up with the latest trends.
Many organisations have woven online into their customer strategy and many
have been weaving social into their mix but few have mobile at the heart of
everything they do.
As shown in the previous section,
consumer behaviour is changing so
rapidly that it requires constant innovation
and investment. With 65% of shopping
journeys starting with a mobile device
channel threading (customer journeys
spanning multiple devices) commonplace,
and simultaneous screening and mobile
retail sales still growing exponentially,
almost every business has a strong
business case for investment in mobile.
Velti’s survey has found that investment
into mobile has slightly increased in
recent years, with 2% more brands now
allocating between 5% and 15% of their
marketing budget into mobile. This, along
with the fact that 6% more brands have
turned 100% mobile, indicates that mobile
is now a core part of most organisations’
strategy.
Additional responses that will help
you build your confidence towards the
mobile approach of your business and its
potential ROI, are the following metrics
which a sound mobile strategy can help to
define:
• 62%knowwhattaskstheircustomers
perform on their mobile devices
• 54%areacquiringnewcustomers
through mobile
• 50%feeltheydoasmuchastheir
competitors on mobile
• 49%statethatmobileisdeliveringextra
revenue
With these in mind, it goes without
saying that adding mobile to your online
and traditional media strategy will help
you create a match for your customers
behaviours, enhance your relationship
with them, turning them into your brand
devotees and sell more products.
It is forecasted that the strong investment
levels in mobile will continue through
the rest of the year, so make sure you
take good advantage of the time left
and develop the most suitable mobile
solutions for your audience strategy.
the chanGinG business lanDscape
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How mobile is your brand?
Have
you
activ
ated
your
br
and
on m
obile
?
17%
23%
45%
11%
3%
Do yo
u us
e mob
ile to
ac
quire
new
cust
omer
s?11%
16%
47%
23%
2%
Do yo
u us
e mob
ile in
sight
s to
optim
ise ca
mpa
igns
?
10%
14%
49%
20%
6%
Do yo
u us
e mob
ile to
dr
ive cu
stom
er lo
yalty
?
10%
12%
46%
28%
4% Don’t know
We don’t do anything
We need to do more / We’ve scratched the surface
Doing it well with a few gaps
We’re 100% mobile
Brand activation shows promising growth, with 40% of brand
respondents stating that they were proficient with their
mobilisation. However, this leaves the majority of respondents
(59.3%) who felt that they needed to do a lot more.
Surprisingly, only 27% of respondents were utilising the mobile
channel to acquire new customers. Mobile is a fantastic
channel to merge your offline marketing efforts with traceable
digital interactions through Shortcodes and messaging to
activate mobile sites and app downloads Advances in geo-
locational technology and the proliferation of smartphone
devices into the consumer landscape have meant also smarter
targeting, faster response time and, importantly, accountable
revenue increases.
What share of your marketing effort is devoted to mobile marketing?
53%
14%
13%
10%
10%
5%10%15%20%50%+
The data from our survey shows that the majority of companies
(53%) are only dedicating a small fraction of their marketing
efforts to mobile. With smartphone penetration on the rise
and mobile often being the most frequently used digital
channel by consumers, the proportion of marketers spending
more time on their mobile marketing efforts will have to grow
substantially over the coming years.
Re
spo
nd
en
ts: 1
80
Re
spo
nd
en
ts: 1
71
key steps to Make your branD More Mobile
• Segmentyouranalyticstoinvestigatethedifferences
betweenmobileandnon-mobiletraffic.Usethis
insighttoexploitmobilestrengthssuchasmore
localcontent,andcounterweaknessessuchasnon-
mobileoptimisedcheckouts.Velticanhelpwiththis.
www.velti.com
• ConsideroldertechniquessuchasSMStoincrease
brandloyalty.SMScodescanbeusedtotrackthe
effectivenessofsuchcampaigns.Theyarestill
massivefunctionsinmobileutility(8billionexternal
messagesperannumintheUK).
• Exploitloweradvertisingcostsonmobilechannelsas
atooltoloweryourcustomeracquisitioncosts.
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What do you know about the impact of mobile?
No
Don’t know
Yes
13%
25%
62%
Do yo
u kn
ow w
hat t
asks
your
cust
omer
s pe
rform
on th
eir m
obile
dev
ices?
17%
25%
58%
Does
mob
ile h
elp yo
u en
gage
cust
omer
net
work
s an
d sp
read
the w
ord
abou
t you
r bra
nd?
12%
31%
57%
Do yo
u vie
w m
obile
as t
he
shop
in yo
ur p
ocke
t?
13%
33%
54%
Are y
ou a
cqui
ring
new
cust
omer
s via
mob
ile?
15%
35%
49%
Does
your
mob
ile st
rate
gy a
llow
you
to d
o at
leas
t the
sam
e as y
our c
ompe
titor
s?
14%
37%
49%
Is m
obile
deli
verin
g ex
tra re
venu
e as
a se
rvice
and
sales
chan
nel?
22%
42%
36%
Are y
ou p
rovid
ing
a tru
e val
ue
exch
ange
for y
our c
usto
mer
s?
Although our data indicates there is a clear acknowledgement
that brands on the whole need to do a lot more on the mobile
channel, current investments tell a different story. Only 33.3%
of respondents indicated that over 15% of their marketing
budget was invested in the mobile channel.
key tips to Get aheaD oF the curVe• Mostmarketersarebehindthecurvewhenitcomestomobile.Byinvestingnow,youwillbereapingtherewardsinthe
comingmonthsandyearsascustomersplaceevenmoreimportanceonaqualitymobileexperience.Earlyadopters
willgaincriticalmobilemarketshare.
• Adoptanagileapproachtomobiledevelopmentandimprovement.Thiswillallowyoutomovequicklywithrapid
changesinthemarket.
• Considerthewholecustomerjourneywhenjustifyingthemobilebusinesscase–lookingfromalast-clickperspective
willmostlikelyundervaluethechannelmassively.Investigateanalyticstoolswhichwillenableyoutoformamore
accuratepictureofhowjourneysacrossdevicesarepartofthecustomerjourney.
• Don’texpectyourwebande-Commerceplatformtoworkonmobileandtabletdevices.
Re
spo
nd
en
ts: 1
76
key tips to Get aheaD oF the curVe• Performmobileuserexperiencetestingto
understandhowcustomersuseyoursiteand
e-Commerceservicesonmobile.
• Ensurekeytaskssuchasmobilecheckout,locating
a phone number and store search can be completed
witheaseonmobilebytestingthemacrossmultiple
devices.
• Makesurethatyourmobileexperienceatleast
matchesthatofferedbyyourcompetitors.Remember
itonlytakesoneclickforausertoleaveyoursite.
• MobileKPIsandROIestimatesneedtobepredicated
uponmobilespecificactivities,notwithgeneric
digitalmarketingmilestones.Understandhowthese
contributetothebroadermarketingpicture.
• Startbuildingamobileoptindatabasefor
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How significant do you think the following trends will be over the next 12 months?
Cust
omer
Eng
agem
ent
Mob
ile W
eb
Mob
ile P
aym
ents
Loya
lty
mCo
mm
erce
In A
pp P
aym
ent
Soci
al
In A
pp N
otifi
catio
n
HTM
L5
Mob
ile M
essa
ging
(2 w
ay)
Plat
form
Con
verg
ence
Seco
nd S
cree
n
Gam
ifica
tion
1% 2% 2% 4% 2% 2% 3% 2% 5% 3% 5% 8% 16%
Very significant
Significant Somewhat significant
Not at allsignificant
4% 7% 9% 16% 12% 19% 12% 24%19% 21% 18%
30%
35%
26%25% 36%
29%34%
32%37%
34% 44% 44% 47%
37%
30%
69%66%
54%51% 52%
47% 48%
40%
32% 32% 30%26%
19%
Customer Engagement, Mobile Web and Mobile Payments
are highlighted as the top three trends our respondents
felt would be very significant over the next 12 months.
Interestingly, the core elements of the mobile mix have not
changed significantly since our last survey, indicating that last
year’s uncertainties regarding best practice have not yet been
answered.
On a scale of 1 to 3 how worried are you about the impact of each of the following issues on your business?
Games
4G
Mobile broadband
Mobile messaging
Apps
NFC
Mobile data warehousing
Location based services
Geo targeting
Mobile convergence
mWallets
Operating systems
New rich media formats
The role of MNOs (Operators)
Mobile payments
The value of mobile as a channel
The standard of delivery from the mobile industry
Customer adoption and insight
The shape of the mobile landscape over the next 24 months
Evolving and new technology
Not at all worriedSomewhat concernedExtremely worried
Marketers were also asked to list how worried they were about
a number of topics within mobile. The survey revealed that
areas that were significantly ambiguous or unclear were those
most likely to cause concern. New technology, The shape of
the mobile landscape over the next 24 months and The value
of mobile as a channel were all areas in which one in five or
more marketers said they were ‘extremely worried’.
While the speed of change in the digital (and especially
mobile) landscape can be daunting, there are ways of handling
it. Make sure you keep testing and experimenting to ensure
constant incremental improvement. Adopt agile development
practices to respond quickly to change. Look at how your
customers use and engage with your brand to gain insight that
will enable you to take action.
Re
spo
nd
en
ts: 1
71
Re
spo
nd
en
ts: 1
56
hoW to use Mobile trenDs to DriVe your eFForts ForWarD
• Audityourownmobileeffortsacrossthetrendsthat
arecomingup.Seehowwellyouengagewithyour
customersthroughmobile,howyoursiteperformsin
differentmobilebrowsers,andwhatmobile-enabled
paymentmethodsyouareoffering.
• Analysehowyourcompetitorsarealsobehavingin
thisspaceKeepaneyeonhowtheyarecopingwith
emergingtrends.
• Identifywhichquickwinsyoucanachieveto
makeprogressintheseareas.Formoredetailed
progress,createaroadmapthatyoucanimplement
asthesituationchanges.Again,bytakinganagile
approach,youcanreactswiftlytochangesin
mobileandadaptexistingproductsandservicesto
changingcircumstances.
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FiVe steps to Mobile successAs the data from our survey of marketers has shown, few companies are putting significant
resource into their mobile marketing efforts, despite the growing impact of mobile devices on
consumer behaviour and the huge penetration levels.
To get you ahead of the field, Velti have put together this mobile checklist to help you assess
your own organisation and how mobile-ready you are.
1 Carry out a mobile auditBefore you begin any work on mobilising your business, you
should form a robust understanding of where you are now and
how you are providing services to your mobile clients.
Key questions to ask include:
• How many customers are trying to interact with your brand
through mobile? How is this growing over time?
• What do your customers want from your brand/business on
mobile?
• What key tasks do you need your customers to achieve on
mobile? Can they achieve these across multiple devices?
• What is your revenue and customer acquisition from mobile?
These are just some of the questions you should be asking,
but the key requirement is to form a set of quantitative
and qualitative benchmark against which progress and
improvement can be measured. The audit will also reveal
the strengths and weaknesses of your brand on mobile, and
enable you to divert resources accordingly.
DiD you knoW?• SMScampaignscanstartfromaslittleas2.2p
permessage*.Withasizeableopted-indatabase,
thiscanbeapowerfuladditiontoanycampaign.
SendingaURLlinkembeddedinanSMScancreate
significantclickthrough.
2 Test and improve the mobile customer journey
Are you providing an elegant mobile journey for customers?
Have you mobilised all touchpoints? Far too often, we see
brands either diverting to non-optimised websites or sending
out non-responsive emails which don’t render to match the
device format. What about your application? Is this just a
replication of your mobile website?
Key steps to follow include:
• Compare bounce rates and exit pages on mobile versus
desktop traffic. This could reveal certain places where the
customer falls out of the journey. Make sure they fall out
because they have what they need (eg. a telephone number
or store location) rather than because your site failed them.
• Check ad campaigns to make sure that your customers will
land on mobile-optimised pages. This includes paid ads,
display ads and mobile email.
• Consider mobile user experience testing. Many online
companies now exist which will conduct user experience
tests using a panel at very low costs (eg. £30 per test).
DiD you knoW?• IntheUK,62%*(Google)ofemailsarereaddaily
onasmartphone.Areyourcommunicationsnotas
effectiveastheyshouldbe62%ofthetime?
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3 Communicate a unique value proposition for your brand on mobile
Satisfy your customers through consistent and ongoing value
creation. Mobile experiences that enhance your brand offering
should be at the forefront of your mobile strategy. This is
difficult however, and requires intelligent thinking to distil core
messages down to mobile formats.
Key steps to follow are:
• Identify the core messages and values that your brand
currently uses. Think of how they can be demonstrated
on mobile devices. Cut core messages down.Consider
the ways mobile can add value. Examples include: using
cameras as barcode scanners for price comparison; QR
codes and short URLs in-store to provide more information
on products; games that use touchscreen functionality
and accelerometers within phones to provide an enriched
experience; videos detailing product information, store
layouts and brand experience.
• If mobile is not the last stage of the customer journey, assist
in leading the customer on. Provide telephone numbers and
store locators, call me click and collect functions, and use
email capture to drive the customer towards a sale.
DiD you knoW?• IntheUK,65%*(Google)expectwebsitesona
mobiletobeaseasytouseasonacomputer.
Isyours?
4 Divert budget for mobile improvements
Return is linked to investment. Are you investing the correct
amount into your mobile activities in order to see a sizeable
return? The survey results show many marketers aren’t. Get
ahead of the curve by winning budget and improving your
mobile offering.
Key steps to follow are:
• Use case studies, competitor analysis and consumer trends
to build the case for mobile investment.
• Build fast growth scalable pilots to test and innovate.
• Use analytics data to estimate the gap between performance
on mobile devices and desktop. Illustrate how the gap will
widen over time.
• Gain a human angle: use feedback on social media, from
filmed user experience testing, and comments/complaints
from customers to drive the mobile agenda.
DiD you knoW?• 53%ofourrespondentswereonlyinvesting5%
oftheirmarketingbudgetonmobile.Webelieve
thatasubstantialleadinmarketsharecouldbe
createdyourcompetitivelandscapewithincreased
mobileinvestment.LetVeltishowyouhowtogeta
disproportionateROIonthischannel.
5 Schedule regular monitoring of how well you are performing
In such a fast-moving area, what may have been applicable a
few months previously may no longer apply. Set time in your
calendar to regularly assess the directions of your efforts and
see how much you have improved.
DiD you knoW?• 45%ofoursurveyrespondentsstatedthatthey
coulddomore/haven’tbeguntheirmobilisation.Is
yourbrandinthissegment?
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MeasureMent For MobileOne hindrance to widespread adoption has been the lack of effective ROI metrics for mobile.
Different channels should have different measurements of success and this is paralleled in online
vs. mobile metrics. Mobile is utilised in very different ways to online. Therefore, the ROI should
be predicated upon different metrics specific to mobile. The steps below cover some things you
should be thinking about when it comes to mobile measurement and improvement.
Create mobile-specific goals
With so much data generated by each customer touchpoint,
understanding where to look can be a challenge. It is all too
easy to spend hours in front of an analytics tool and achieving
very little.
Therefore, the first step in effective mobile measurement is to
understand what goals you have and why you wish to track
them. These goals are the first step in identifying which metrics
and KPIs you will be monitoring to track your efforts. Mobile
response and CTAs are notably different to online behaviour
of dwell times and page views. Make sure you adapt your KPIs
accordingly.
Have in place a suitable analytics solution and dedicate resources to it
While this may seem obvious, it is not unusual for marketers
to have ineffective analytics solutions deployed which will
prevent true insight being developed. This is particularly acute
for app usage. Make sure you have the right tools in place and,
crucially, someone with the time to get insights out of the data.
Make sure your analytics are correctly tagged
On campaigns you run, make sure any links you share or use
in a campaign (eg. in paid search, on social or email marketing)
have correct tagging on them to allow you to understand the
sources and media that are contributing to your efforts and
build them into your big data strategies.
Look at landing pages, exit pages and keywords to identify user intent
Seeing what the most frequent first and last pages of a
customer visit are and the keywords they use to reach your
site will provide an indication of the key tasks that your users
are trying to achieve through your site. Make a case for your
customers to buy on mobile devices using ‘nudge’ principles.
Mobile customers use their smart devices to search for your
store locations, compare products/prices or research features,
and finally head into store. Econsultancy’s Multichannel Retail
Survey found that 32% of consumers in the UK and 41% in the
US had used a mobile device to find a retailer’s nearest store
and opening times. Find out what pages and keywords are
being used on these customer journeys.
Reassess your KPIs frequently
As mobile is such a fast-moving field, KPIs that you had last
year may not be relevant today. Keep an eye on how useful
they are and be prepared to change them, but retain the main
stays as you can track growth on the mobile channel.
Finally, but most importantly, use your insight to drive change
One significant problem with web analytics and measurement
is that, although companies produce a glut of reports, little
action is taken to make best use of the data collected and
improve the processes through which the company operates.
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Mobile tactics For your MarketinG FunnelWhatever version of the marketing funnel you use, mobile can play a key part at every stage of
the customer journey.
Below are some tactics you should consider implementing to make best use of the mobile
opportunity. Velti can help you each step of the way.
AWARENESS
ENGAGEMENT
CONVERSION
RETENTION
Mobile Advertising (Mobclix)Mobile Ad Serving
QR Codes, Shortcodes and KeywordsSMS Messaging
Mobile Sites and AppsMobile Alerts and Notifications
Mobile Community ManagementURLs Embedded in Shortcode MT Responses
Large Scale PromotionsInventory Monetisation
Mobile Payments
Multichannel Loyalty Solutions
mCRM Solutions
www.velti.co.uk
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case stuDiesCase studies can help you prove the business case for
investing in mobile. Velti has helped the following clients
drive outstanding results.
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VoDaFone FreebiesThe Challenge
The UK is one of the most competitive
telco markets in the world. With more
mobile devices than people and a large
number of networks operating on thin
margins, it can be difficult to retain
customers – especially those on pay-as-
you-go (PAYG).
Vodafone in particular wanted to retain
customers by building brand loyalty and
reducing the churn rate of its customers.
The solution, powered by Velti, was its
rewards programme called ‘Freebies
Rewardz’.
The Solution
For every top-up over £5, customers
received a code via SMS. Customers
could then use this to grab instant
Rewards or grow Points to save up
for something bigger. Prizes included
Vodafone Network prizes, third-
party prizes and discounts, and a
mystery Star Reward. The solution
was complemented by TV and above-
the-line advertising, as well as online
advertising and engagement through
social channels.
The Result
The results were significant. In total:
• 4.9millionusersparticipatedinthe
loyalty program.
• 12.6rewardswereredeemed.
• 92%choseto‘grow’theirrewards,
indicating increased loyalty and higher
brand retention.
Walkers hoMeGroWnThe Challenge
Walkers (PepsiCo) are the most popular
crisp brand in the UK market. However,
with the rise of premium crisp brands
and a large number of other options to
choose from, Walkers needed to engage
customers in order to increase their
consumption and drive sales.
The Solution
The solution for Walkers Homegrown
was to use the opportunity of the
connected consumer to engage with
customers on multiple devices and
channels.
Over six years, Velti has worked
with Walkers to increase loyalty and
engage their audience on a number
of successful campaigns that have
included ‘Brit Trips’, ‘Gary’s Great Trips’,
and ‘Do us a Flavour’.
The Results to date
300 million web sessions, 1.6 million
registered users on Walker’s properties,
900k opt-ins to communications, a 53%
email open rate and five million entries
to competitions. Velti has enabled an
FMCG brand to be as relevant as ever
across digital channels in the rapidly
changing mobile and digital multi-
channel landscape.
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saMsunG hope relayThe Challenge
To leverage Samsung’s investment as
official sponsor of the Olympic Torch
Relay. Samsung wished to build brand
equity through individual experience
and reach beyond attendees to relay
participants plus spectators in the UK
and 10 other countries in order to give
everyone the chance to be part of the
Games.
The Solution
To build a personalised app experience
to encourage participation.
Velti created an app that allowed users
to run, walk or cycle, and track via GPS
their miles covered while raising money
for charity. In order to maximise reach,
the app was developed for Android,
iPhone and Samsung bada, as well as
share and monitor personal and team
success through Facebook.
The Result
In the UK, Samsung donated £530,317
to children’s charities ‘Kids Company’
and ‘International Inspiration’. The
app was downloaded 369,454 times
(122,670 in the UK) with donations from
48,386 people in 11 countries (the UK,
France, Italy, Netherlands, Spain, Poland,
Hungary, Serbia, Russia, Brazil and
Belgium). Between them they covered
over one million kilometres.
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MakinG it happenstrateGy in action There is immense business opportunity in mobile. Failure to mobilise your
business, quite simply will mean you will start to lose market share.
The incredible pace and diversity of technological advancements means
it’s essential to get the basics right before moving onto advanced
marketing techniques.
Our approach at Velti is to listen to our clients’ immediate revenue
growth and cost-reduction aspirations and help our clients to shape a
mobile strategy that forms a key strand of their overall business strategy,
including brand experience, customer service and IT strategy.
By putting the consumer at the heart of the mobile and multichannel
digital strategy, we can build a trusted relationship and a roadmap of
initiatives to maximise the benefits and minimise the risks, based on
our sector-specific knowledge and our experience in helping clients to
mobilise their business, and to drive brand and revenue growth.
www.velti.co.uk
www.velti.co.uk
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hoW to contact us
+44 (0)20 7921 5560
www.velti.co.uk
