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In this presentation to On The Edge Digital Marketing, London in October 2013 I covered 10 common mobile marketing mistakes and a 10 step plan to help marketers work through a mobile strategy. I hope these are helpful - if you want more depth - see the Smart Insights guide to developing a digital mobile strategy.
Citation preview
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Mobile Marketing10 common mistakesand a 10 step plan
On the Edge Digital
London 1st October 2013
Dr Dave Chaffey CEO: SmartInsights.com
Download presentation:SmartInsights.com/ote2013/
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Books Online strategy advicewww.smartinsights.com
About Dave Chaffey
Code: SMARTEDGE (25% discount coupon)
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Why mobile matters
Source: Forrester6.8% mobile phone (exc Tablet) of all Ecommerce sales
€ 6 billionUK
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What do you need to knowabout mobile?!
Q. “Should we ignore this for now?” Q. “Basics – how to go about this?” Q. “B2B Focus?” Q. “Everything!” Q. “Design, problem solving?”
I know nothing on this subject! Q. Increase knowledge in general?
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10 Mobile Marketing Mistakes 1. Being driven by the heart/HiPPO not the head:
> 1. Assess customer demand and business case
2. Starting with platforms rather than customer value proposition > 2. Define the Mobile Value Proposition
3. Not considering cross-channel journeys and marketing outcomes > 3. Integrating mobile into customer journeys and sales funnels
4. Creating a separate site 4. Review suitability of responsive and adaptive design
5. Thinking an app is essential (it may be) 5. Review relevance and propositions for apps
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Running case study:Debenham’s strategic pillars
Consistentbrand
experience
DeviceSpecific
functionality
Multichannel
journey
Agiledevelopme
nt
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
Practical Mobile Tip: Define the Pillars of your Mobile strategy
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1. Assess customer demandand business case
Volume:Desktop/Tablet/Smartphone
Unique visitors Visits Page views
Quality:Desktop/Tablet/Smartphone
40% bounce rate 5% conversion rate
ValueDesktop/Tablet/Smartphone
Number of sales or leads Average order value or selling price Goal value per visit > Page value Revenue per visit (E-commerce) > Page
value
CostDesktop/Tablet/Smartphone
Cost per thousand (CPM) Cost per click (CPC) Cost per acquisition (CPA) Cost per sale (CPS)
V Q V C
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Practical Mobile Tip: Segment by mobile devices
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Consumer digital platform demand at Debenhams
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2.00%
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12.00%
14.00%
Total Hourly Demand by Device
DotcomiPadMobile
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
Practical Mobile Tip: Review dayparts of customer access
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Some rules of thumb for your business case
A mobile-optimised site will convert at around half the rate of a desktop site, however...
A non mobile-optimised site will convert at around half the rate of the mobile-optimised site
Of people who research on their mobile device, 39% go onto to purchase on their desktop device and 24% go onto purchase in store
Around 30% of consumers use their mobile in store to inform purchases through in-store wifi or scanning barcodes
Overall mobile optimised will give a 2% increment in sales from creating a mobile optimised site
Source: Source: Damon Mannion, Venda
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88% Debenhams customers use mobile to browse vs. 12% purchase
Store Website msite Apps0%
20%
40%
60%
80%
100%
120%
Browse vs. purchase channels
BrowsePurchase
Example: Mobile Browse vs Buy
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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Location:
Published / Surveyed: Sample: Source:
Original source:
North American Q2 2013 Retail clients Monetate
Ecommerce Conversion rates by desktop and mobile
Monetate Quarterly Benchmarking
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Craig Sullivan on mobile tracking
Source: Slideshare
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2. Define the mobile Value Prop
Source: Rob Thurner, Burner Mobile
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Create mobile personas
Tribal drinkers
Buzz seekers Regular blokes
Male traditionalists
Detached moderates
Party girls
Career guys
Careful females
Routine strugglers
Source: Rob Thurner, Burner Mobile
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Autoglass mobile optimised site – Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk
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Betfair’s Mobile Value Proposition (MVP)
https://touch.betfair.com Betfair’s mobile app generated £1 billion of bets in the last financial year. 168,000 used it’s app, a 122 percent increase.For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet.
Practical Mobile Tip: Consider SMS activation
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3. Integrate customer journeys & ROPO!
Source: Boston Consulting Group
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Access to mobile in stores (these are market stats, not Debenhams)
Debenhams app:i. Price checkingii. Size availabilityiii. Order straight from their phoneiv. Customer reviewsv. Beauty Club: Collect points & redeem
rewards via mobilevi. Push notifications – driving footfall in
store & awareness of promotions
•Shoppers who use a retailer’s dedicated app are 21% more likely to make a purchase than those who don’t•Customers who read reviews are 2x more likely to convert
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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Barcode scanner driving mobile interactions in store
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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4. Review suitability of responsive and adaptive design
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The 3 Mobile site options
(adaptive)
Source: Aleyda Solis Mobile SEO Resources
(different mobile site)
25Source: Aleyda Solis Mobile SEO Resources
Mobile SEO
Decision tree
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W3C “One-web” alternatives
Approach Advantages Disadvantages
Responsive Web Design (RWD)
CSS Media Queries modify presentation for device type and resolution
Single template for all devices gives speed and cost benefits
Bigger page weightCompromises experience for higher resolutions?
Client-sideAdaptive
Javascript on the user’s device loads different templates based on device resolution
• Complete rebuild of CSS not needed
• Only resources needed loaded
• Experience customised for devices
Maintenance of additional code
Server-side Adaptive
Dynamic serving of styles based on device detection.
Smaller mobile pages than other approaches
Multiple templates must be maintained
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Retail responsive design
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Retail responsive 2
Search > Browse > Buy
Practical Mobile Tip: Make sure site is “upwardly responsive”
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https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
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5. E
valu
ate
app
rel
evan
ce o
ref
fect
iven
ess
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Promoting apps on mobile homepage
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10 mobile marketing mistakes 6. Ignoring mobile SEO
6. Follow Google’s Mobile SEO options?
7. Ignoring Mobile AdWords 7. Review AdWords advanced campaigns
8. Ignoring Mobile Display 8. Mobile display options
9. Denying the importance of mobile email 9. Create Email responsive designs
10. Not optimising… 10. Optimise!
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6. Mobile SEO
Source: Smart Insights
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7. Evaluate mobile AdWords
4 Enhanced campaigns changes 1. Campaigns now run across all devices 2. Tablet bidding strategies aligned to desktop 3. Mobile bids adjusted at campaign level by
“Mobile bid adjustments, e.g. -30%” 4. Location-based bid enhancements
Mobile-specific sitelinks Click-to-call Ad extension
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AdWords example – Vehicle parts
Source: Wordstream
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8. Review the mobile display options
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IAB UK Display spend
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Location:
Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from 250 million email opens
Litmus
% Email Opens across desktop and mobile
Litmus blog
The importance of mobile email
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Responsive email examples B2C
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Responsive email examples B2B
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10. Mobile CRO
Store Website msite Apps0%
20%
40%
60%
80%
100%
120%
Browse vs. purchase channels
BrowsePurchase
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Recommendation: Review leads, sales from different device, resolution Advanced Segments
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Speed matters!
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Let’s Connect! Questions & discussion welcome
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