How Mobile is shifting User behaviour
Sri Sharma, Managing Director
@srisharma @netmediaplanet
A search and display specialist driving a step change in
performance
@srisharma @netmediaplanet
Clients
@srisharma @netmediaplanet
Consumers using mobile
Data usage
Searching
Purchasing
Up x3 year on year
Up 130% year on year
Up 53% year on year
Source: UK Mobile Network; IgnitionOne; Centre for Retail Research (UK)
@srisharma @netmediaplanet
Brands using mobile
Mobile site
Search advertising
Display advertising
< 50 %
Up 205% year on year
Up 95% year on year
Source: FirstPartner (UK); Retail Week (UK)
@srisharma @netmediaplanet
• Communicate more effectively with mobile customers
• Make mobile search work harder
@srisharma @netmediaplanet
Communicate more effectively with mobile customers
@srisharma @netmediaplanet
Mobile customer map
Specific needs
Device
Location Time
Customer
@srisharma @netmediaplanet
Improving mobile search conversion rate
@srisharma @netmediaplanet
Sk:n mobile customer map
Specific needs
Device
Location Time
Customer
• Immediacy• Personal
advice
• On the move
• 40% of searches for local centres
• 82% of searches within call-centre hours
• 85% on smartphone
@srisharma @netmediaplanet
Approach
• Access to the website blocked from mobile paid search
• Launch of a click to call campaign
• Messaging that emphasized local and free advice/consultation
@srisharma @netmediaplanet
Results:• Leads increased x26
• Conversion rate up x2.2
@srisharma @netmediaplanet
Improving Papa John’s bottom line profit
@srisharma @netmediaplanet
Approach
• Communicate with customers when they are hungriest
• Careful product selection to drive revenue• Create messaging with appetite appeal
@srisharma @netmediaplanet
• Image of 3 devices in cols
Creative workshops
@srisharma @netmediaplanet
Ads with appetite appeal
@srisharma @netmediaplanet
• Revenue per click was comparable to discounting, mobile revenue per click increased +48%
• Profit per pound spend on paid search:
• Average order value:
Desktop Mobile
Profit +75.2% +139.4%
Desktop Mobile
AOV +10.4% +12.7%
Results
@srisharma @netmediaplanet
Make mobile search work harder - 3 tips
@srisharma @netmediaplanet
Tip 1 : Express relevancy to improve traffic and conversion rate
+ 20% CTR
@srisharma @netmediaplanet
Tip 2 : Drive brand awareness cost effectively using mobile generics
@srisharma @netmediaplanet
Tip 3 : Develop your best practice for Enhanced Campaigns
@srisharma @netmediaplanet
Top 3 Takeaways
• Understand how your customer behaves on mobile
• Make mobile search work harder for you
• Develop your best practice to drive performance using enhanced campaigns
@srisharma @netmediaplanet
Thank you,any questions?
Sri SharmaE. [email protected] @ [email protected]/blog
