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10 Mobile priorities for 2013
Rob Thurner
Burner Mobile
@burner_mobile
@theidm
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Introduction – Rob Thurner Mobile consultant, author, trainer, speaker
20 years digital and traditional marketing experience: • Journalist, Group Marketing Director at Clear Channel • Commercial Director with Mobile agency Incentivated • IDM Digital Marketing tutor and trainer • Mobile trainer in Europe & US • Founder, Burner Mobile • Author mCommerce and mMarketing books
Mobile clients: • Amex, Barclaycard, RBS • British Airways, STA Travel • John Lewis Partnership, M&S, Specsavers • Bayer, GlaxoSmithKline • Heineken, King of Shaves, • Jaguar • Macmillan, NSPCC • Pearson, Virgin
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Making sense of the mobile
landscape
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Mobile perceived as
personal & innovative medium
personalised
innovative
fun
creative
stylish
entertaining
relaxing
mood setter
persuasive
trustworthy
information
comprehensive
up to date
convenient
immediate
for me
undemanding
mobile media
magazines
internet on PC
TV
radio
newspapers
Source: Exposure, Orange Home UK
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Mobile : permission is essential!
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Apps Mobile sites Messaging Social Location
mCommerce Mobile ads Mobile search Codes & coupons
#1 Start with the consumer!
Match your offering to their mobile behaviour
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#1 Start with the consumer! When and where are we mobile?
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#1 Start with the consumer!
Mobile and tablet behaviour trends
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#1 Start with the consumer!
Mobile behaviour whilst shopping
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#1 Start with the consumer!
… Create mobile personas
Tribal drinkers
Buzz seekers Regular blokes
Male traditionalists
Detached moderates
Party girls
Career guys
Careful females
Routine strugglers
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Business Objectives
Assess mainstream and
future mobile landscape
Integrate with comms & data
strategies
Select and manage mobile
partners
Align stakeholders to develop mobile
culture
#2 Build mobile into business strategy … Mobile impacts all areas of the business
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#2 Build mobile into business strategy
…Board level agenda item
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2012 2014
#2 Build mobile into business strategy
… Mobile roadmap v campaign-led
approach
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#3 Mobile through the customer journey … working through the purchase funnel
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Press ads
Website
DM
Social media
Mobile banner ads
Mobile Acquisition, CRM and Transaction
#3 Mobile through the customer journey
… integrate mobile with other channels
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Activation via QR Codes: prompt trial
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Activation via SMS : text to win
Response into relationships
“Something for everyone” enhanced by local activation informed by SMS response data
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Activation via SMS : drive sales
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Activation via Twitter : trial & sales
60% repeat view
27% click to purchase
Source: IPSOS MORI
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#4 Optimise your site!
… 4 seconds or bounce and never return
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Optimised Non-optimised
#4 Optimise your site! … 70% of brands have not optimised their sites for mobile
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#4 Optimise your site! Mobile internet is different
• Different browser capabilities
• Different screen sizes
• Different interaction
• Different intent
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#4 Optimise your site! Mobile Web 1.0 – “Cookie Cutter”
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Logo
Menu item 1
Menu item 2
Personalised banner
Promoting something of interest
Welcome back: FRED SMITH
When you were last here, you
Looked at the following products
Product 1 Product 2 Product 3
Behavioural
Logo
Menu item 1
Menu item 2
Personalised banner
Based on their location
You are near: XXX
Our nearest store is XX metres away
Get directions
Menu item 3
Menu item 4
Logo
Menu item 1
Menu item 2
Personalised banner
Based on the time of day
It is 11:00am
On TV later is XXX
Location-based
Time-based
http://www.burnermobile.com/making-mobile-design-more-personalised/
#4 Optimise your site! Mobile web 2.0 - personalisation
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#4 Optimise your site!
… HTML5 success stories
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#5 Why bother with apps? … what‟s the consumer benefit?
Is there a defined consumer segment?
Is there an opportunity for frequent engagement built around:
– Service
– Entertainment
– Information
– Distraction…?
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#5 App focus on user experience
… over form and function
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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
#5 App focus on user experience
… mobile users won‟t tolerate rubbish
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Success factors?
Download does NOT = use
85% only used once
Audience reach capped
Development & maintenance cost
Testing - over 50% have bugs
Approvals – up to 10 weeks
Standout
#5 App focus on success factors
… high stakes for “me-too” app players
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#5 App focus on standout … > 1 million other apps
Standout from App noise is critical
Ratings + sales used to organise App stores
Use WOM
Use Social Media outlets
Use blogs
Use App store marketing machines
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#6 Make discovery quick & engaging
… 50% of mobile sessions start with search
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#6 Make discovery quick & engaging
… rich media, micro-targeting
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Blind Networks
– cost-per-click (CPC) basis
Premium Publisher Networks
– cost-per-thousand (CPM) basis
And those in between that overlap the two models
#6 Mobile advertising Planning and buying options
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#6 Mobile advertising
Adspend tracking online
2011 2010 2009 2008 2012? 2013? 2014?
Source: IAB / PWC Adspend
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Source: Weve
#7 Build long-term loyalty with mobile … time & location based data trail
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#7 Build long-term loyalty with mobile mCoupon redemption
Keyed entry Scanning NFC
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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
#7 Build long-term loyalty with mobile
… focus on ease, convenience, personalisation
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#7 Build long-term loyalty with mobile
… harness location and social media
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#8 Keep an eye on mobile payments … manage expectations!
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#8 Keep an eye on mobile payments … manage expectations!
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#9 Conversion Rate Optimisation … constant improvement
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#9 Conversion Rate Optimisation … address people and processes
More than two-thirds of sample are not designing their
websites (70%) and marketing emails (84%) for either
mobile phones or tablets
Companies with a structured approach to conversion
are twice as likely to have seen a large increase in
sales
Technology is no longer the major barrier preventing
companies from improving conversion rates
The challenge is becoming one of people and processes
Source: Econsultancy / Red Eye http://econsultancy.com/uk/reports/conversion-rate-optimization-report
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Mobile optimised site, search, ads: „TicketsNow‟
• Research from Google: > 25% of
ticketing-related search queries occur on
mobile devices
• Combining a mobile-optimized site with
Google mobile ads boost mobile
sales100% in the first month
“Search queries and purchases in our space are migrating to mobile at a rapid pace. Mobile is where consumers are now and increasingly where they’re headed, so that’s where we need to be.”
Sachin Gadhvi, Director of Search and Mobile Marketing
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Analyse multi-channel engagement
Source: O2 // Starcom MediaVest
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O2 + Pizza Hut- Customer journey
Source: O2 // Starcom MediaVest
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O2 + Pizza Hut - Results
Search plays a central role – drives footfall
Out-of-home (OOH) proven to be a direct driver of sales
Mobile was the number one performing medium
– 142% more efficient in delivering incremental sales revenue than the campaign average
– 4.4x more efficient than TV
– 2.6x more efficient than desktop web at creating incremental revenue
Mobile success factors
– Intent and mindset – meets a consumer need
– Connectivity – ease and convenience
– Personalised messages – right people, right time, right message
Source: O2 // Starcom MediaVest
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#10 Win board level support … mobile disrupts and transforms
Source: Burner Mobile / Smart Insights
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CEO
Sales
Marketing Customer
Insight
Technical
UX eCommerce
CRM
Legal
#10 Win board level support
… align internal (and external) stakeholders
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Summary
Deploy mobile to deliver business objectives
Create and meet needs of mobile personas as basis for behavioural targeting
Good UX is vital for engagement and referral
Integrated mobile into comms planning and merge data
Manage expectations: benchmarks for budgets, timings, likely results, ROI
Develop strategy to maximise conversion rate optimisation
Win Board level support
Test, measure, analyse, learn, adapt
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Mobile resources
Site Content
www.mobilemarketingmagazine.com www.iabuk.net www.smartinsights.com www.burnermobile.com The Mobile Playbook Our Mobile Planet Google Mobile Ads Blog www.flurry.com www.comscore.com
News, case studies, awards Case studies, white papers Digital strategy, analytics, blog Blog, market analysis Google guide – winning with mobile Google – Q&A on mobile consumers Google blog on mobile advertising Metrics, apps Mobile usage
7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)
Summary at https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-insights.pdf
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https://www.smartinsights.com/membership/expert/ For 20% discount on full Expert membership, use code SMARTIDM
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Thanks for your time Any questions?
www.burnermobile.com
burner_mobile
07793 804419
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If you enjoyed this course, you may be
interested in…
• Developing your digital skills further (many course taught by your tutors from this week…)
www.theidm.com/digitaltraining
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www.theidm.com/dipdirect
Recommend the IDM and you could receive a reward worth up to £200! Please see form or visit theidm.com/i-recommend for more details.
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