the transformation to mobile - mobile strategy

The Transformation to Mobile Mobile & IT Conference, Tallinn, April 18th, 2017

by Brian Egerup Kjærulff CEO & CO-founder, Mobtimizers

linkedin.com/in/brianegerup

A New Approach to Mobile

Idea: Mobtimizers

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Mobile Strategist, Marketeer and Optimization Consultant

20 years of digital marketing experience

7 years experience with the mobile sphere

Mobile, Analytics and App Store Optimization Expert.

Co-Founded Mobtimizers - a Strategic Mobile Consultant Agency

Paradigm Shift

Idea: Mobtimizers

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Mobile Moments

150-200 daily micro moments

Mobile Everywhere

Mobile Moments - 5 Hours Per Day

U.S. Consumers Time-Spent on Mobile Crosses 5 Hours a Day

Source: http://flurrymobile.tumblr.com/ March 27, 2017

Future for Mobile

of media consumption will be mobile by 2019

Source: Widespace

70%

Source: ComScore Media Metrix, 2013-2016 growth

2016

2015

2014

2013

Digital media time spent (Minutes, Billions)0 400 800 1200 1600

Mobile Apps (111% increase)Desktop (3% increase)Mobile Web (62% increase)

How Important Is Mobile?Mobile Usage Surpasses Desktop Usage - Apps Grow Fastest

App Growth In Time Spent Cross Industries

Source: AppAnnie: Percentage Growth in Total Time Spent, 2016 vs. 2015

30 Day Retention Rate Averages By Industry

Source: https://www.adjust.com/overview/analytics/2016/11/18/what-makes-a-good-retention-rate/

Blank Canvas - Why Invest In Mobile

Why invest in mobile, when conversions rates are underperforming?

Source: Monetate Q4 2016

Why Invest In Mobile When Conversion Rates Are Low?

Traditional

Smartphone

Tablet0 1,25 2,5 3,75 5

3,74

1,35

4,21

Q4 2015 Q4 2016

Traditional

Smartphone

Tablet

0 1,25 2,5 3,75 5

3,56

1,55

4,14

Conversion Rates By Device (Global)

Source: Monetate Q4 2016

Why Invest In Mobile When Conversion Rates Are Low?

Overall E-commerce

Spend

Average E-Commerce

Order Size

Mobile Conversion

Rates

Source: Source: Nielsen. May 2016.

Why Invest In Mobile When Conversion Rates Are Low?

• 73% use their mobile device to research an item before buying it • 70% check the price of an item • 60% find a nearby store • 36% make a purchase (online or offline)

Paradigm Shift

Source: The Mobile Mind Shift by Josh Bernoff, Julie Ask, and Ted Schadler

“Your customer is experiencing a mobile mind shift: the expectation that she can get what she wants in her immediate context and moments of need. As a result, mobile is central to customer experience (CX).”

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Blank Canvas

Idea: Mobtimizers

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Blank Canvas - Optimal Mobile Budget Allocation

What is the optimal budget allocation for mobile?

Mobile Advertising - Estimated ROI Index by Medium (January-February)

Source: SMOX - research by MMA (Mobile Marketing Association)

50

100

150

200

TV Overall OOH (Includes Cinema) Digital Video Mobile

199

61

21

118

Advertising ROI indexed to Total Campaign ROI

Overall index: 100

Sales Contribution due to Mobile

of sales

of budgets4%

8%

Only 5% of marketing budget is used on mobile

Source: SMOX - research by MMA (Mobile Marketing Association)

Blank Canvas - Optimal Mobile Budget Allocation

Blank Canvas - Optimal Mobile Budget Allocation

Source: SMOX - research by MMA (Mobile Marketing Association) Calculations are based on total marketing spend, not digital alone.

The optimal spend for mobile is between 8-16%

Blank Canvas - Optimal Mobile Budget Allocation With Optimized Creative, Format, Location, Time of day

Source: SMOX - research by MMA (Mobile Marketing Association)

The optimal spend for mobile is between 20-30%

Paradigm Shift

Source: The Mobile Mind Shift by Josh Bernoff, Julie Ask, and Ted Schadler

“Your customer is experiencing a mobile mind shift: the expectation that she can get what she wants in her immediate context and moments of need. As a result, mobile is central to customer experience (CX).”

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Individual Experiece

Idea: Mobtimizers

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Mobile Moments is The Window of Opportunity

Source:Think With Google

I-want-to-know moments

I-want-to-go moments

I-want-to-do moments

I-want-to-buy moments

…a successful mobile experience delivers

personalized communication relevant to the right user

at the right time…

The Mobile Mind Shift

Pairing Individual With Data

DATA

INDIVIDUAL

“To succeed… you must understand their journey and identify their needs and context at each potential moment…”

Source: The Mobile Mindshift - Forrester Research

A Mobile Moment - Songkick

A Mobile Moment - Songkick

A Mobile Moment - Songkick

Personalization

Source: Think with Google https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html

0

10

20

30

40

50

60

70

US United Kingdom Netherlands Denmark Germany

Mobile browserMobile app

App / Mobile Web or BothHow Do Consumers Research Retail Products on Mobile?

Most App Installs Motivated by Specific Need

Source:Tune Blog

Friends Recommendation

Ad Looked Interesting

App Featured by Apple or Google

Found in Google Results

Had a Specific Task

Was a Customer

Other

0 % 10 % 20 % 30 % 40 % 50 %

(2,6 %)

(10,8 %)

(37,3 %)

(13,5 %)

(13 %)

(20,2 %)

(31 %)

Thought Experiment

Design for Mobile Only

Some Unique Mobile Features

• Voice-activated virtual assistant • Camera (still and video) • GPS and location based services • Mobile tag readers (Barcodes and QR) • Gyroscope

Contextual, Personal and Timely

A New Approach

Idea: Mobtimizers

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The Mobile Challenges For Organizations

End-to-end mobile experience not defined

KPI’s and business value is unclear

Data quality is low, data gaps and siloed data

Understanding and connecting with consumers

Limited organizational and management buy-in

KPI’s

Which of These Challenges are Pervasive Within Your Organization

]

End-to-end mobile experience not defined

Data quality is low, data gaps and soloed data

Limited organizational and management buy-in

KPI’s and business value is unclear

Understanding and connecting with consumers

0 % 17,5 % 35 % 52,5 % 70 %

25 %

30 %

39 %

47 %

70 %

Source: Mobtimizers Survey on Adobe Webinar

Determine ROI and ensure constant optimization. A comprehensive KPI framework.OBJECTIVE SOLUTION

C-Level Insights

• % of members using app frequently

• ——-

• ——-

• ——-

• Active/inactive app users

• ——-

• ——-

• ——-

• ——-

User Insights

0%

0,5%

1%

1,5%

2%

Solving the challenge: KPI’s and business value is unclear

Solving the challenge: Data Quality is Low, Data gaps and Siloed data

C-Level Insights

• % of member that uses the app frequently

• —————

• —————

• —————

• Active/inactive app users

• —————

• —————

• —————

• —————

• Opted-in (%)

• —————

• —————

• —————

• —————

• Cost pr. install

• —————

• —————

• —————

• —————

User Insights Operational insights Marketing Insights

To create awareness about the current performance of the app portfolio - important KPI’s as usage and retention rates.

Visualizing the performance on KPI’s by benchmarking the app portefolio

OBJECTIVE SOLUTION

Solving the Challenge: Limited Organizational and Management buy-in

Benchmarking App Portofolio (Relative Visualization)

Active Users (30 days)

Active Users (7 days)

Total Installs

Business Case Building Opportunity Loss (Benchmarking Ecommerce Conversion)

0%

0,5%

1%

1,5%

2%

Smartphone Global Conversion Rates Mobile Conversion Rate

Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

Average Conversion Rate: 0.33%

Global Conversion Rate Average: 1.22%

(27% af benchmark)

Data from 2015 EQ3 Monetate Ecommerce Quarterly Report

Solving the challenge: Understanding and Connecting with Consumers

Personal communication with users of the app, increase usage and reduce churn rate of apps.

A channel for personalized, relevant, contextual and timely communication.

OBJECTIVE SOLUTION

Personalized Feed and Offers based on Individuals

Effect Measurement: Personal Push vs Generic Push

0

100

200

300

400

Generic message Personal message

333,63

260,39

Increased Sessions per 1,000 Push Messages

~25% better performance

Source: Data Analysis of Push Effect

Platform Overview

Rich Intelligence

Action

Solving the challenge: Understanding and Connecting with Consumers

New Possibilities In The Worlds Of Push

Rich Push

Emojies Intelligent Delivery Geolocation (Foursquare)

Web Push

Source: Google Play Experiments.

10%

13% 3%

6%

Source: Google Play Experiments.

Solving the challenge: Understanding and Connecting with Consumers

Optimize Conversion with Visuals, ScreenshotsAnalysis & Optimization

1st iteration 2nd iteration

+45%

Analysis & Optimization Optimize Conversion with Visual, VideoAnalysis & Optimization

+13%

Continuous Experiments - Accumulated Conversion Improvement

Source: Google Play Experiments

0 %

10 %

20 %

30 %

40 %

Accumulated improvement in App Store conversion

4,8 %1,5 %5 %

12 %

13 %

3 %Experiment 1: best practices screenshots

Experiment 2: App Trailer Video

Experiment 3: Changed first value proposition

Experiment 4, 5, & 6: New order in value propositions

+39.3%

The Mobile Challenges For Organizations

End-to-end mobile experience not defined

KPI’s and business value is unclear

Data quality is low, data gaps and siloed data

Understanding and connecting with consumers

Limited organizational and management buy-in

KPI’s

Mobile Moments

150-200 daily micro moments

Mobile Moments is The Window of Opportunity

Source:Think With Google

I-want-to-know moments

I-want-to-go moments

I-want-to-do moments

I-want-to-buy moments

Q&A & Get in Touch

linkedin.com/in/brianegerupmobtimizers.com

brian@mobtimizers.com

• Strategy

• Visibility

• Engagement

• Insights