mobile marketing trends 2014
TRANSCRIPT
Digital Marketing Priorities 2014Brought to you by:
Mobile Marketing Trends 2014
Rob Thurner
Founding Partner
Burner Mobile
Mobile marketing techniques to apply for success in 2014
<Insert
a headshot pic>
#PlanToSucceed
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Recommended channel hub page:
SmartInsights.com/mobile-marketing
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Rob Thurner @burner_mobile
Mobile consultant, author, trainer, speaker
20 years digital and traditional marketing experience, 10 years in
mobile
Founder, Burner Mobile
- Consultancy projects, white papers, keynotes in Europe & USA
Author
- 10 key decisions for mCommerce success (commissioned)
- Winning with Mobile - Creating a strategy for Mobile Marketing,
Mobile,Commerce and Mobile CRM. Download from Amazon
Digital Tutor and Trainer in Europe and USA
Mobile clients
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#1 Time to grasp the big picture!
“Rapid ramp of mobile
internet usage will be
a boon to consumers
and some companies
will likely win big
(potentially very big)
while many will wonder
what just happened.”
Mary Meeker,
Kleiner Perkins Caufield & Byers
Venture Capitalist, Silicon Valley
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Poll # 1
What’s the role of mobile in your 2014 plans?
a) Customer acquisition
b) CRM and loyalty
c) mCommerce
d) All the above
e) Not sure
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“Omni-channel challenge”
OMNI
CHANNEL
CROSS
CHANNEL
SINGLE
CHANNEL
60% of retailers list omni-channel as their top business priority for 2013
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Mobile shoppers spend more
Source: Google Shopper Marketing Agency Council
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Offers Prices Locate Information
44% 44% 58% 31%
84% OF SMARTPHONE OWNERS
USE THEIR DEVICE WHILE SHOPPING
In-store – are you ready?
Source: Google Shopper Marketing Agency Council
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#2 Develop a robust mobile strategy
Source: Smart Insights / Burner Mobile
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Most focus on customer acquisition
Mobile
advertising
Site +app
development
Social
MobileMobile PPC
Source: Burner Mobile
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Bigger opportunity for long term loyalty
Mobile
advertising
Basic app-
development
Messaging
Data
Integration
CRM &
Loyalty
Programmes
Coupons
Social
MobileMobile PPC
Source: Burner Mobile
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Allocate resource and budget
Source: Smart Insights / Burner Mobile
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Adapting might even involve
‘stepping on some toes’
VIDEO
Alexander von
Schirmeister - He
gave mobile
commerce unit
absolute
permission to
step on toes
12.26-13.50
‚Our CEO created a lot of internal unrest several
years ago when he created a mobile commerce
unit. He gave that mobile commerce unit absolute
permission to step on other functions’ toes…
eBay would not have been successful if that team
hadn’t told everyone else to sod off.‛
Alex Von Schirmeister, VP of Marketing, Operations & Advertising
eBay Europe
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What are your investment plans for 2014?
“Our mobile spend is probably
at 5%. It should be around 15-
20% of our overall spend.
We will migrate this over the
next couple of years”
Joseph Tripodi, CMO,
Coca Cola, Sept 2013
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Poll # 2
Which stakeholders understand your mobile
plans for 2014
a) The Board
b) Marketing
c) Sales
d) Data and insights
e) Not sure
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#3 Track behaviour & customer journeys
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Multiple screen adoption
Source: Google
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Tablets for “relaxed creativity”
Preferred
functionalit
y
Fastest at giving me what I need37%
No other devices were available at
the time6%
Offers greatest privacy 7%
Has apps/programmes I prefer27%
Habit18%
Cheaper for accessing the Internet5%
Always prefer to use this device31%
Screen/interface is easier to use 37%
What I need in format I prefer32%
Easiest for me to pick-up49%
Why did you choose to use this device as opposed to another device?
Source: IAB UK / sparkler
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Mobile demands permission!
“Mobile users invest their own time creating their own devices, with personalised wallpapers, games and apps. When consumers have invested their time creating their mobile device, they don’t want to be hijacked …
“You can participate as a brand, join in with my mobile place, but don’t invade it with foreign things that I didn’t pick to be there”
Richard Eyre, Chairman, IAB UK
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#4 User Experience is paramount
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#5 Optimised sites maximise engagement
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FT HTML5 use case
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Three approaches commonly used across the web that
address multi-device users and allow for content
customisation based on user context:
Mobile web – responsive or adaptive?
Responsive web design
Dynamically serving different HTML on
same URL
Separate mobile URLs
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Responsive web design (RWD) optimizes your site experience across
different screen sizes without creating multiple websites
Using CSS and JavaScript templates, a responsive site immediately
adjusts images, layouts and content based on screen size of device
Responsive web design
Source: theknowledgeengineers
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Webservers detect what device customer is using and serve up
custom pages (HTML + CSS) on the same URL
Changing the content you serve to fit device requires some
customization (e.g. style sheets) that need to be maintained on a
per device basis
Adaptive web design
Source: theknowledgeengineers
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Poll # 3
Is you site mobile optimised?
a) Yes – responsive design
b) Yes – adaptive design
c) Not yet
d) Not sure
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#6 What’s the rationale for an(other) app?
Be honest about whether you need an App or should focus on
mobilising the site: what’s the consumer benefit?
Make full use of the handset’s native functionality
Assess the App revenue model
Promote to achieve standout and repeat use
Set out roadmap for App development
Set and monitor success measures beyond the download
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Share of page views/Mobile events
Mobile web
App usage
Preference of app over web
Share of time spent
80% 94%
London Olympics 2012:
Mobile App Usage vs Mobile Web Usage
Source: Nielsen, 2012
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Drive app usage - push notifications
• Timely
• Relevant
• Useful
• Preferences
• Location
• Behaviour
• Location history
Her profile Your content
10 x greater response rate than email
8 x faster bookings compared to other channels
4 x app engagement for push v non-push sample
Results
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Location historyCurrent location
Do not disturb 10 pm – 7 am
Send me deals and offers
Send me news and updates
User preferences Data integrations
CRM POSFavorites Purchases
Mobile behaviors
Device info
App push notifications - targeting
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Use existing content Enable customers to
add offers to Passbook
Make offers more
actionable
App push targeting - by segment
Source: Urban Airship
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Use
location, preferences, and
purchasing history to
segment audiences
Delight users with highly
contextual messages
The Burberry Store Opening
Event is today in the Macy's
Herald Square Store!
Macy’s
Encourage in-store
visits
App push targeting - by location
Source: Urban Airship
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#7 Make search quick & easy… 50% of mobile sessions start with search
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#7 Mobile SEO – deep linking please!
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#7 Mobile PPC – bid aggressively!
Google Adwords enables specific targeting
More limited inventory and specific targeting options –
bid higher on mobile
Be prepared to bid 2x higher to get on the first page of
search results
Compete to have your ad served on 5 ad spots vs 10 for
desktop
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#8 Google Mobile Adword extensions
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#8 Mobiles ads – microtargeting
Target Burberry specific target demographic in terms of income, occupation type, gender and age.
Source: AdMaxim
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Geo- targeted to London only System optimises automatically to best performing
locations within London
#8 Mobiles ads – dynamic
performance optimisation
Source: AdMaxim
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Data Mining + Business RulesBehaviors are analyzed and modeled into AdMaxim behavioral segments
Select Right SegmentSegment(s) are selected that meet campaign goals or custom segment(s) are built
Deliver AdAd is delivered to visitors wherever they appear in
the network based on relevance and campaign
targeting parameters
Collect Consumer
Behavior Data
Observe consumer interests across all sites
in the AdMaxim N/W
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AFFLUENT LONDONERSFASHION LOVERS
Driving traffic – behavioural targeting
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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
#9 Connecting
loyalty + location + payment
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#9 NFC = Not For Commerce? For Loyalty?
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#10 Conversion Rate Optimisation
… constant improvement
Source: eibDIGITAL
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Performance optimisation - Amazon
Source: eibDIGITAL
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Summary
Mobile = acquisition + loyalty + conversion
Create and meet needs of mobile personas as basis for
behavioural targeting
Good UX is vital for engagement and referral
Assess and fine tune traffic drivers
Test, measure, analyse, learn, adapt
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Mobile resource – Amazon ebook
Or search for Winning with Mobile
To order your copy, Text
KNOWLEDGE + your email address to
88600
