burner mobile e gr summit v1.1
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© Burner Mobile 2013 @burner_mobile
Rob Thurner, Burner Mobile!
21.10.13!
The Mobile Consumer
© Burner Mobile 2013 @burner_mobile
Rob Thurner – mobile consultant, author, trainer!Ø Founder, Burner Mobile
-‐ Consultancy, strategy, white papers
Ø Mobile strategy
-‐ American Express, Barclays, Barclaycard, BeEair, Heineken, Ladbrokes, O2, Paddy Power, Richemont
Ø Author
-‐ 10 key decisions for mCommerce success
-‐ Mobile: Winning with Mobile
Ø Digital Tutor and Trainer
-‐ Clients direct, IDM, IAB, Econsultancy, Emarketeers
© Burner Mobile 2013 @burner_mobile
Agenda
Ø Mobile consumer trends and demands
Ø AcquisiSon opSons
Ø Building long term loyalty
Ø Tracking and predicSng behaviour
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Today’s Mobile consumer - snapshot!
Ø On average, we check our mobiles 150 1mes / day (Source: Google)
Ø 84% of smartphone owners use mobile devices in-‐store … 17% of them have changed their minds as as result (Source: Google)
Ø 56% of smartphone owners prefer using their smartphone, rather than a computer, to access the internet. (Source: Prosper Mobile Insights)
Ø 69% of tablet users have shopped via their device in the last 30 days (Source: IAB UK)
Ø 61% of customers who visit a mobile unfriendly site are likely to go to a compe1tor’s site (Source: IAB UK)
Ø Mobile will account for 50% of payments worldwide by 2016 (Source: PayPal)
© Burner Mobile 2013 @burner_mobile
Consumers - more demanding than ever!
Call
Text
Social networks
Search
Content Download
Mobile TV
Web browsing
mPayments
Gaming
Shopping
Music
Camera + pictures
Personal organizer
Navigation
Vouchers + tickets
Tablets
© Burner Mobile 2013 @burner_mobile
Are Audi A4s really that horrible to drive?
...drives like there is a drunk behind the wheel
I feel ripped off – even though the game was free! Just like a real A4
– it’s boring and tedious
Mobile users won’t tolerate rubbish!
© Burner Mobile 2013 @burner_mobile
Multiple mobile touchpoints!
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Multi-screen consumers !
Source: Google
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Mobile gaming apps : driver of downloads!
Source: Kantar Media 2013
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Device distribution!
Source: Millennial Media Q2,2013
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Why use a tablet?!
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%
© Burner Mobile 2013 @burner_mobile
Digital channels used by gamblers !
Source: Kantar Media 2013
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Channels used for mobile gaming!
Source: Kantar Media 2013
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Mobile OS used to gamble!
Source: Kantar Media 2013
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Google Glass!
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Samsung Smart watch!
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Are you on their wave length?!
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Reasons for gambling on a mobile device!
Source: Kantar Media 2013
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Identifying consumer clusters : Heineken!
Tribal drinkers
Buzz seekers Regular blokes
Male traditionalists
Detached moderates
Party girls
Career guys
Careful females
Routine strugglers
© Burner Mobile 2013 @burner_mobile
Multi-app strategy?!
PROS MORE PROS
• Mobile only customers do app store search
• Existing customer behaviours, upgrades and notifications
• Gaming market commoditised and licensed - multiple branded licensed products mean audiences search for favourite brands
• Upgrade process drives engagement, improves UX, maintains awareness and volume
• Acquire users around the products they love and use CRM to drive value and cross-sell to other products
• Richer process: Better graphical capability and deeper gaming experience capabilities
© Burner Mobile 2013 @burner_mobile
HTML5 strategy?!
PROS CONS
• Audience reach
• Less expensive
• Build once, distribute across all devices
• No App Store marketing machine - increases CPA
• Hard to get to people to remember where to come for the product
• Homescreen discovery is tricky - if not bookmarked you can lose the customer, meaning further CPA or marketing cost to re-engage and 'install'
• Speed to market and update speeds
• Staffing and resources
• Data network problems on device - especially if the device is running out of memory
© Burner Mobile 2013 @burner_mobile
Track site visits for ! to get insights ���
Ø Which pages will improve leads?
Ø Where are quick wins?
Ø What are most effective channels to drive traffic?
© Burner Mobile 2013 @burner_mobile Source: Weve
Driving acquisition – SMS + Weve
Ø 15m opted in customers -‐ O2, EE, Voda -‐ pre defined segments by interest, gender and age (over 18)
Ø Messaging cap of one gambling related message per month
Ø Selling the majority of gambling inventory available to 3 key partners
Ø User base will be rotated between partners, this way users see different adverts from different brands
© Burner Mobile 2013 @burner_mobile
Weve – opted in, excellent CPA results!
© Burner Mobile 2013 @burner_mobile Source: Weve
Results with Weve
Ø Client feedback on performance shows that messaging works in achieving sustainable CPA targets
Ø Typical CTR’s range from 0.1% – 2.5%
Ø CPA’s for sports book clients range between £26 -‐ £120 at sustainable levels
© Burner Mobile 2013 @burner_mobile
Driving acquisition - search!… 50% of mobile sessions start with search!
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Paid Search !
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Google Mobile Search extensions!
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Build content sites to compliment SEO!
www.news.ladbrokes.com | Grand Parade
© Burner Mobile 2013 @burner_mobile
Ø Delivers high user engagement
Ø Drives brand awareness and loyalty
Ø Enhances mulS-‐channel campaign efforts
Ø Encourages sharing of branded content Ø Increases sales, conversions and customer acquisiSon
Rich media mobile ads!
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Most focus on customer acquisition!
Mobile advertising
Site +app development
Social Mobile Mobile PPC
© Burner Mobile 2013 @burner_mobile
Bigger opportunity for long term loyalty!
Mobile advertising
Basic app-development
Messaging
Data Integration
CRM & Loyalty Programmes
Coupons
Social Mobile Mobile PPC
© Burner Mobile 2013 @burner_mobile
Brand switching … why?!
Source: Kantar Media 2013
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Competitors : brand attributes!
Source: Kantar Media 2013; Sample: all regulars
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Develop segment-based Mobile CRM!
Conversion
Engagement
Loyalty
Ø New games released Ø Branded gaming content Ø Location specific alerts
Ø Request reviews Ø Share comments on reviews and products Ø Post purchase updates Ø Personal coupon updates
Ø Personalized promotions Ø Shopping cart expiration alert Ø Event alerts
© Burner Mobile 2013 @burner_mobile
Email!
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Retargeted ads!
Source: Criteo
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Video & PR!
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Coupons!
Customer Action
POS Offer Message
MSISDN Issuance
Redemption Qty
Conversion
Live Redemption
Data
Redemption rate 10%
Location
Client Database
CRM Data
Reminder message
Offer Type
Source: Eagle Eye SoluSons
© Burner Mobile 2013 @burner_mobile
In-app push notifications
Keep your connected customers closer
Lifetime total value
Revenue & cost savings
Brand loyalty
• Timely • Relevant • Useful • Delightful
• Preferences • Location • Behavior • Location
history
Her profile Your content
Source: Urban Airship
© Burner Mobile 2013 @burner_mobile
Push builds relationships!
4x App engagement
2x App retention
download
greater response rate than email more traffic than busiest day ever increase in social sharing
faster bookings compared to other channels
Results reported from customers:
10x 16x 30%
8x
Source: Urban Airship
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Campaign automation!
If VIP:
If not VIP:
Apply to the VIP Club for a chance to win backstage passes!
VIPs: Meet U2 backstage at the MGM Grand
© Burner Mobile 2013 @burner_mobile
Tracking usage - funnel analysis!
Source: Localytics Demo
© Burner Mobile 2013 @burner_mobile Source: Localytics Demo
Tracking usage - funnel analysis!
© Burner Mobile 2013 @burner_mobile
Tracking usage - abandoned cart!
Source: Localytics Demo
© Burner Mobile 2013 @burner_mobile
Tracking usage - reactivation trigger
Source: Localytics Demo
© Burner Mobile 2013 @burner_mobile
SEO Terms Used
Call centre inquiries
Site logs
Orders
Email/Mobile response rate
Web e2e data Warehouse
Single Customer
View
Standard Business
Intelligence Tool
Mobile - the Holy Grail
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Customer centric philosophy!
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The reality - more complex!!
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Track + Activate Consumer Touch Points!
Source: RadiumOne
© Burner Mobile 2013 @burner_mobile
True Real-time Audience Targeting!20
mill
isec
on
ds
Brand uses proprietary tools to build Commercial Segments
Data Management Platform
Audience Segmentation & Amplification
Demand Side Platform
INTELLIGENCE
INSIGHT
ACTIVATION
Segments matched with all the available inventory, and activated with media in the
right place, at the right time
Harness audiences across every digital touch point. CRM data & 3rd Party data can also be included in your DMP
Commercial audience segments updated by social connections
CROSS DEVICE / PROGRAMMATIC / REACH 700m+ USERS / FBX PARTNER
Source: RadiumOne
© Burner Mobile 2013 @burner_mobile
HARNESS AUDIENCE
UNDERSTAND, SEGMENT &
AMPLIFY AUDIENCE
ACTIVATE AUDIENCE
DIGITAL AUDIENCE
Brand Activation, Content Distribution
Advertising
Leverage audience from all consumer touch
points
Intelligence
Activation
Insights
3 step process – Intelligence, Insight, Activation!
Source: RadiumOne
© Burner Mobile 2013 @burner_mobile
Mobile resource – Amazon ebook!
Search: Winning with Mobile
© Burner Mobile 2013 @burner_mobile
[email protected] www.burnermobile.com
+44 7793 804419 @burner_mobile