living in a 'smart' world - how mobile and tablets are shifting user behaviour

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How Mobile is shifting User behaviour Sri Sharma, Managing Director

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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!

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Page 1: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

How Mobile is shifting User behaviour

Sri Sharma, Managing Director

Page 2: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

A search and display specialist driving a step change in

performance

Page 3: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Clients

Page 4: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@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)

Page 5: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@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)

Page 6: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

• Communicate more effectively with mobile customers

• Make mobile search work harder

Page 7: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Communicate more effectively with mobile customers

Page 8: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Mobile customer map

Specific needs

Device

Location Time

Customer

Page 9: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Improving mobile search conversion rate

Page 10: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@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

Page 11: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@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

Page 12: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Results:• Leads increased x26

• Conversion rate up x2.2

Page 13: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Improving Papa John’s bottom line profit

Page 14: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Approach

• Communicate with customers when they are hungriest

• Careful product selection to drive revenue• Create messaging with appetite appeal

Page 15: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

• Image of 3 devices in cols

Creative workshops

Page 16: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Ads with appetite appeal

Page 17: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@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

Page 18: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Make mobile search work harder - 3 tips

Page 19: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Tip 1 : Express relevancy to improve traffic and conversion rate

+ 20% CTR

Page 20: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Tip 2 : Drive brand awareness cost effectively using mobile generics

Page 21: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Tip 3 : Develop your best practice for Enhanced Campaigns

Page 22: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@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

Page 23: Living in a 'smart' world - how mobile and tablets are shifting user behaviour

@srisharma @netmediaplanet

Thank you,any questions?

Sri SharmaE. [email protected] @ [email protected]/blog