global mobile trends - how to reach, influence & convert in-the-moment customers

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Global Mobile TrendsHow to reach, influence & convert in-the-moment customers

This presentation is from “Global Mobile Trends – How to reach, influence & convert in-the-moment customers”, a marketingfinder.co.uk webinar.

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Brought to you by

Nitin RabadiaDirector of Audience MarketingMarin Software

James LawsonConsultant Editormarketingfinder.co.uk




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Global Mobile Trends - How to reach, influence & convert in-the-moment customersInteract With Us




Cross Channel Marketing in a Fragmented Digital World

The Power of Your 1st Party Data to reach, influence and convert in-the-moment customers

Nitin Rabadia, Director of Audience Marketing – EMEA, APAC




Complex User Journeys




Complex User Journey

Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

Looking at Search, Social and Display separately doesn’t tell the full story

For every Social or Display click resulting in a purchase, there are 2 or 3 clicks assisting another channel.



http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html


Defining Your Cross Channel Audiences

Reaching and EngagingYour Audiences

Measuring and OptimizingPerformance

Keys to Cross Channel Advertising Success




Defining Your Cross Channel Audiences

Reaching and EngagingYour Audience






What data can you access and manage?

1st Party Data

Data from users interacting with your Brand / Website /

Ads

2nd Party Data

Data from partner websites.

Similar audiences

3rd Party Data

Purchased from aggregatorsThis presentation is from “Global Mobile Trends – How to reach, influence & convert in-the-moment

customers”, a marketingfinder.co.uk webinar.



Activities of the shopper across three different channels

Home page visit

High value product

view

Category page visit

Sorting by Price

Expand offer / Flash

Cart Abandonment

Competitor Search

Generic Search

Promotional/Value

Searches

High value product search

Branded Search

High-value

lookalikes

CRM audiences

Social likes / shares

Promotion ad clicks

Demographics

Searches: Behaviours: Characteristics:







Quick Poll


• Pre visit Intent

• Search

• Social

• Affiliate

• CRM

• Time on site

• Clicks on site

• Homepage

• Category page

• Product Page

• Basket

• Site search

• Date / month

• More info / contact

• Recency

• Publisher

• Mobile vs Desktop

• Traffic source

• Category

1st Party - Behavioral Segmentation




Cross channel audiences

Search

Behavior

Partner

Audience 1




Value / Intent

Cart Abandonment

Category page visits

High value product search

Low value product search

Home page visit

Competitor Search

Promotional/Value Searches

High Value Product View

High-value lookalikes

Social Ad ClicksSocial Page Likes/Shares

Valu

e

Intent

Generic Search

Filter by price

Social Page Likes/Shares`

Low value product view

Branded Search




Brand loyal, High IntentInterest Customer, Medium Intent New Customer, Lower Intent

+ Clicked on branded PPC ad+ Interested in high-value product+ Added product to shopping cart+ Belongs to high-value demographic+ Recently signed up for promo emails- Recent shopping behavior- Using behavioral targeting

+ Clicked on mid-value PPC ad+ Viewed fashion category pages+ Viewed fashion product page+ CRM lookalike audience from FB+ non recent past shoppers- Using behavioral targeting

+ Unbranded PPC ad click+ Viewed home page, left w/o purchase+ New CRM subscriber+ Recent in-market data+ CRM lookalike audience- All past purchasers

Result




Defining Your Audiences







Web• Programmatic buying

• Global frequency capping

Social• Cross channel

• Global frequency capping

• Central audience segmentation

• Full control

Mobile• Programmatic buying

• App retargeting via SDK

• iOS vs. Android

Be where your Audience is




• $7 billion in annualized search, social, and display spend.

• All major industry sectors in:

• Australia – India-Singapore- Brazil-Japan -United Kingdom – Canada-Mexico - USA –China-New Zealand -Eurozone - Russia




Sources: iAB/PwC Adspend Study- 2015

UK Ad Spend is > £8.6bn, 16.4% Year-on-Year Growth



http://www.iabuk.net/about/press/archive/digital-adspend-grows-at-fastest-rate-for-seven-years






Mobile apps account for almost 90% ofall time spent on mobile devices and 60% of

mobile users say they use appsdaily. This makes mobile app advertising an

important tool in any marketer’stoolbox.




SmartTag: Track Visitors

& Events

Target with right message

Upsell: Facebook Custom

Audiences

Cross-sell: New “Gucci Sale”

Segment




Relevant Creative with a Purpose

Creative

Messaging

Contents

• Big, bold product images• Dynamic creative

• Top products• New offerings

• No Prices• Up/cross-sell

recommendations

• Dynamic creative• Multiple products

• Time limited offers• Price breaks

• Strong CTAs• Pricing information

• Big, bold product images• Strong branding

• Seasonal & Promotional

• Softer CTAs

Brand loyal, High Intent Interest Customer, Medium Intent New Customer, Lower Intent




Defining Your Audiences







Demand Transparency

• Evaluate the audiences that drive the highest ROI• Requires strategy and transparency• Optimise and refine

You may be underinvesting in your social programs

Buyers may start on social before converting on

search




Accurate Measurement

• De-duplicated display conversion tracking across mobile and desktop

• Domain-level publisher reporting and controls, including global domain blacklists

• Conversion-level revenue reporting

• API reporting and custom reportsThis presentation is from “Global Mobile Trends – How to reach, influence & convert in-the-moment customers”, a marketingfinder.co.uk webinar.



1. Understand and define your audiences

2. Create cross channel strategies based on value and intent

3. Demand Transparency




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Your QuestionsGlobal Mobile Trends - How to reach, influence & convert in-the-moment customers

Brought to you by

Nitin RabadiaDirector of Audience MarketingMarin Software

James LawsonConsultant Editormarketingfinder.co.uk




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1. You can give us your feedback

2. You can request your free copy of ‘Mobile Advertising Around the Globe: 2016 Annual Report ‘ and ‘ABC’s of Programmatic’.

3. You can send a recording of the webinar to colleaguesThis presentation is from “Global Mobile Trends – How to reach, influence & convert in-the-moment

customers”, a marketingfinder.co.uk webinar.



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