living in a 'smart' world - how mobile and tablets are shifting user behaviour
DESCRIPTION
Learn about how the rapid uptake of smartphones and tablet devices is creating new channels and a resulting shift in media, retail and advertising. With over half of Facebook and Twitter users now coming from smart devices, brands are understandably seeking out new opportunities around Social, Mobile and Location. Yet, whilst mobile users are highly active in updates and sharing, many brands are failing to optimise and engage with them. By better engaging with the more mobile customer, the result is better performance for brands. Discover the latest search innovations across different platforms and channels. Take away specific ideas and examples of best practice on how to grow your results!TRANSCRIPT
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
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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