developing an mcommerce strategy - 10 key decisions

Presented by Alex Murray, eibDIGITAL and Dr Dave Chaffey, Smart Insights

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eCommerce :: behavioural merchandising :: online marketing

eibDIGITAL’s client mCommerce trends

3eCommerce :: behavioural merchandising :: online marketing

Jun-Aug ’11 – ‘12

Developing Revenues by eibDIGITAL

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eibDIGITAL have launched a new, free to use best practice online resource:

www.developingrevenues.co.ukDeveloping Revenues offers you:

- eibDIGITAL’s latest eCommerce guides and reports

- A host of free infographics for you to view and re-use- A Blog with the latest news and opinions

- A Bi-weekly e-newsletter

About Dave Chaffey

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About my co-author – Rob Thurner

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Why mCommerce matters

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mCommerce touchpoint opportunties

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Session structure

To download the full guide visit www.developingrevenues.co.uk  

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1. Making the business case – your site – GA Advanced Segments

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Source: Craig Sullivan (Belron/Autoglass)

1. Making the business case - competitors

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2. Payment options

Mobile marketing success story – King of Shaves

A direct approach is taken by King of Shaves, which uses its App as a direct to consumer sales channel for replacement shaving blades. Taking this approach reduces the transaction cost to the Payment Service Provider’s handling charge for each transaction (typically 1.5% - 3%).

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2. Payment options – 02 Wallet

O2 Wallet •Money message - you can send a sum of up to £500 to other 02 Wallet users such as friends and family.•Shopping - this offers a direct of products from over 100 UK partner retailers. It also enables users to scan barcodes while in-store to look for better prices online. Payment and delivery details are entered automatically.•Special offers - discounts are available from the partner retailers•O2 Money account - users of the O2 account are automatically registered with an O2 money account, effectively a bank account•O2 Money account card - this is a physical card that O2 wallet users including children which can be used to load money and act as a standard contactless prepaid payment card.

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3. Mobile site vs mobile App

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3. Mobile site vs mobile App

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4. Mobile site vs apps – non-Appstore App…

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4. Creating the right mobile experiences

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5. Mobile design – the future is personalisation

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5. Mobile advertising

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6. Mobile search marketing – use the Keyword Tool to find potential

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7. SEO – additional reading from Aleyda Solis from #BrightonSEO

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Your Technical Capacity to develop a mobile siteMobile site Alternatives Pros & Cons

SEO Best Practices

6. Mobile Adwords

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The biggest mistake you can make is to

see mobile as an extension of the PC.

Almost 50% of people with Smartphones

will check prices in store. When something

isn't available on the rail, the Smartphone

is a more efficient way of shopping. The phone is giving a lot of

power to the consumer

What are the biggest pitfalls facing brands launching into mCommerce?

7. Location-based marketing

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As many consumers see mobile as an extension of themselves, do brands need to tread carefully when trying to reach consumers via their phones?

The mobile phone

is personal, but behaviour is changing.

A year ago, 70% of consumers said 'no' to

location data, whereas now 70% say 'yes', as

they see the value of context. Consumers are

much more open, but brands need to

remember they can turn you off at any point.

This is why it is key to make it clear to

consumers what you are doing

8. Mobile CRM: targeted messaging and voucher codes

M&S developed a fully integrated multi-channel strategy to building its mobile database, which now exceeds 1 million customers.

Mailshots carried unique codes which respondents were invited to text in to a dedicated M&S shortcode in order to win loyalty points.

In the process, M&S harvested ‘opted-in’ mobile numbers matched to existing customer records. The same logic applied to email addresses to append mobile numbers for existing customers.

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8. Mobile CRM: targeted messaging and voucher codes

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9. Mobile analytics

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9. Mobile analytics – reviewing complex journeys

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10. Mobile CRO

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10. Mobile CRO

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Thank you. 

To download the full guide and infographicsvisit www.developingrevenues.co.uk  

Any questions? 

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