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Why mCommerce matters
This webinar – mobile, social, location
To download the full guide visit www.developingrevenues.co.uk
Introduction – Rob Thurner
• 20 years digital and traditional marketing experience:
• Journalist, Group Marketing Director at Clear Channel International
• Commercial Director at Mobile agency Incentivated• Founder Burner Mobile
- Consultancy- Training in Europe & US- Books, white papers & keynotes
• Mobile clients:• John Lewis Partnership, M&S, Specsavers, Waitrose• Amex, Barclaycard, RBS• British Airways, STA Travel • Bayer, GlaxoSmithKline• Heineken, King of Shaves, • Jaguar• Pearson, Virgin 4
[email protected]@burner_mobile
Mobile consultancy projects, bespoke training, white papers, keynotes
Online advice and consultingwww.smartinsights.com
Qualifications and trainingwww.theidm.com
Insights Directorwww.clickthrough-marketing.com
My co-author Dave Chaffey
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Location – big brother or concierge service?
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Mobile – the Holy Grail of modern marketing
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Do mobile users welcome location based notifications?
2011 – 70% said ‘no’ 2012 – 70% said ‘yes’
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Hyper-local search extensions
Google: 85% of mobile search sessions have location intent
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Location – customer preferences
Source: JiWire
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Local deals - via sites and apps
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Key question - what’s the customer benefit?
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End to end service – easy, convenience, trusted
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Tracking app usage
P&G Charmin – sponsored app
• Sit or Squat Bathroom finder in 10 different countries - 100,000 bathrooms worldwide
• Charmin sponsor the app to build brand awareness – lower cost than building an app
"Sit or Squat is the perfect partner for us … we're not going to reinvent the wheel by creating this application. We found somebody out there whose mission matches ours. It creates the perfect partnership."
Dewayne Guy, external relations manager at P&G
Source: www.mobilemarkerter.com
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New customer service model
Source: Weve
Weve proposition through purchase cycle
O2 Priority Moments – Offers close by
O2 Priority Moments – Find on map
O2 Priority Moments – Redeem the offer
O2 Priority Moments – Share
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Groupon Now – time and location sensitive offers
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mCoupons – geo-targeting
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Foursquare – drives clicks and footfall
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Foursquare + Granata pet food - check in at the poster for sample
http://www.youtube.com/watch?v=YekTIVcXf60
Foursquare + Coke – check in at vending machine
• Log in to a local Domino’s on Foursquare and receive a free side order (when spending over £10)
• Foursquare Mayor gets a free Pizza every week
• Domino’s UK increases pre-tax profit by nearly 29%, attributed to social media initiatives and Foursquare promotion
“ We have led the way with social media initiatives ... the development of a link up with Foursquare offers a dual benefit of driving pizza sales online and building customer loyalty.”
Domino’s UK CEO Chris Moore
Source: www.mashable.com
Foursquare + Domino’s Pizza – free pizza
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
Starbucks - loyalty card+ location + payments
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Mobile + social interface
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Purina app – customer reviews
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Nike True City – customer reviews
• The True City app gives information on Nike products and locations based on cell ID
• Allows for consumers to review and add own locations
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Best Practice – clear T&Cs
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Jimmy Choo – integrated mobile social location campaign
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Mobile ratings and reviews attract new and repeat business
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Yelp – independent and credible
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Mobile search “hyperlocal”case study : Roy’s Restaurants
Winning with mobile loyalty
• Consumer demand for location services has shifted • Make sure your T&Cs state what customers are opting in for• Deploy location based services to drive footfall and clicks• Location works through the purchase funnel – awareness,
consideration, conversion, recommendation• Integrate location into sites, apps, search, advertising, commerce• Launch trials: test, measure, analyse, adapt
Thank you.
To download the full guide and infographicsvisit www.developingrevenues.co.uk
Any questions?