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The agenda for this talk covered how to build mobile into your business strategy, plus more practical advice on weaving mobile into your customer journey and discovery/promotion of the mobile channels.
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Digital Marketing Priorities 2013 Summit11th January 2013. Brought to you by:
Mobile Marketing Priorities for 2013
Rob ThurnerFounding PartnerBurner Mobile
Building mobile into your business strategy
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Digital marketing advice, training and consultingwww.smartinsights.com
About Dave Chaffey
About Dave Chaffey• Author of 5 bestselling marketing books first
published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since
1997• Manages SmartInsights.com: a marketing advice
site with Expert members in over 50 countries
January Offer: Free copy of Emarketing Excellence for first 50 new Expert-level members Smart Insights Expert membership: www.smartinsights.com/membership
Books
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Agenda Start with the consumer! Build mobile into your business strategy Weave mobile through the customer journey User experience trumps form and function Make discovery easy and quick! Trial mobile loyalty; watch out for mPayments Get to grips with the analytics Test, learn and adapt … no one-size fits all in mobile Win Board level buy-in Please interact using the BrightTALK buttons
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Rob Thurner @burner_mobileMobile Consultant, Trainer, Author
20 years digital and traditional marketing experience Journalist, Group Marketing Director at Clear Channel International Commercial Director with Mobile agency Incentivated Digital Tutor and Trainer
- Mobile Training Academy, IDM, IAB, IPM, Econsultancy, Emarketeers Founder, Burner Mobile
- Consultancy, writing, speaking Author
- 10 key decisions for mCommerce success
- 7 steps for mobile marketing success (Co-authored w/ Dave Chaffey) Mobile clients:
- Amex, Barclaycard, British Airways, Jaguar
- M&S, John Lewis Partnership, Heineken, GSK
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Making sense of the mobile landscape
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Remember the consumer!
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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
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Number of subscribers in the UK (000s)(Average number of subs for the 3 month ended Jan ‘11)
Audience data underpins mobile format choice
Index vs population as a whole(Average number of subs for the 3 month ended Jan ‘11)
Apps Mobile internet
MMS SMS LBS0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
13-17 18-24 25-34 35-44 45-54 55+
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AppsMobile sitesMessaging Social Location
mCommerceMobile ads Mobile search Codes & coupons
Match your offering to Consumers’ Mobile Behaviour
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Build mobile into business strategy
Business Objectives
Assess mainstream and future
mobile landscape
Define mobile profiles of
target customers
Integrate with comms & data
strategies
Select and manage mobile
partners
Align stakeholders to develop
mobile culture
© Burner Mobile
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Mobile impacts the full customer journey
Source: Smart Insights / Burner Mobile
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Mobile and tablet behaviour in-home
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Mobile behaviour whilst shopping
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User Experience must be #1 priority
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Success factors? Audience reach capped Development & maintenance cost Download does NOT = use 85% only used once Testing - over 50% have bugs Approval takes up to 10 weeks Standout among 1 million + apps
Apps: Health Warnings
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Google site analytics
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Mobile Web 1.0 “One size (does not) fit all”
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Logo
Menu item 1
Menu item 2
Personalised bannerPromoting something of interest
Welcome back: FRED SMITHWhen you were last here, youLooked at the following products
Product 1 Product 2 Product 3
Behavioural
Mobile Web 2.0 - Personalisation
Logo
Menu item 1
Menu item 2
Personalised bannerBased on their location
You are near: XXXOur nearest store is XX metres awayGet directions
Menu item 3
Menu item 4
Logo
Menu item 1
Menu item 2
Personalised bannerBased on the time of day
It is 11:00am
On TV later is XXX
Location-based Time-based
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HTML5 sites : maximise engagement
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FT HTML5 Success
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Search is the most popular mobile behaviour
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Mobile optimised site, search, ads:‘TicketsNow’
Research from Google: > 25% of ticketing-related search queries occur on mobile devices
Combining a mobile-optimized site with Google mobile ads boost mobile sales100% in the first month
“Search queries and purchases in our space are migrating to mobile at a rapid pace. Mobile is where consumers are now and increasingly where they’re headed, so that’s where we need to be.”
Sachin Gadhvi, Director of Search and Mobile Marketing
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Mobile advertising : rich media engagement options
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1998 1999 2000 2001 2002 2003 20040.00
100.00
200.00
300.00
400.00
500.00
600.00
700.00
800.00
900.00
£19.4m
£51.0m
£153.1m
£165.7m£196.7m
£465.0m
£825.1m
£28.6m
£37.6m
£83.0m
£203.2m
Monthly online audience
2011201020092008 2012? 2013? 2014?Source: IAB / PWC Adspend
Mobile ad spend tracks online
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Twitter + TV response path
60% repeat view27% click to purchase
Source: IPSOS MORI
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mPayments – watch this space
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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
Connecting loyalty + location + payment
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Mobile : time + location based data trail
Source: Weve
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Analyse multi-channel engagement
Source: O2 // Starcom MediaVest
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Source: O2 // Starcom MediaVest
O2 + Pizza Hut – Customer Journey
Mobile was the number one performing medium
4.4x more efficient than TV 2.6x more efficient than
desktop web at generating incremental revenue
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Mobile siteConversion Rate Optimisation
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Define devices to test & optimise
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Win board level support
© Burner Mobile
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M&S : integrated mobile execution
Press ads
Website
DM
Social media
Mobile banner ads
Mobile Acquisition, CRM and
Transaction
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Mobile Roadmap
Long term plan vs. ‘campaign by campaign’
Dat
a ca
ptur
e
Mob
ile s
ite
mC
RM
App
s
Geo
loca
tion
2012 2014
mC
omm
erce
NF
C
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Mobile resourcesSite Content
www.mobilemarketingmagazine.comwww.iabuk.netwww.smartinsights.comwww.burnermobile.comThe Mobile PlaybookOur Mobile PlanetGoogle Mobile Ads Blogwww.flurry.comwww.comscore.com
News, case studies, awardsCase studies, white papersDigital strategy, analytics, blogBlog, market analysisGoogle guide – winning with mobileGoogle – Q&A on mobile consumersGoogle blog on mobile advertisingMetrics, appsMobile usage
7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)Summary at https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-insights.pdf
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Summary
Deploy mobile to deliver business objectives Create and meet needs of mobile personas as basis for
behavioural targeting Good UX is vital for engagement and referral Integrated mobile into comms planning and merge data Manage expectations: benchmarks for budgets, timings,
likely results, ROI Win Board level support Test, measure, analyse, learn, adapt
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Thank you for your participationYour questions please
Please ask questions and rate this webcast
For more Answers to your Digital Marketing Questions use our free community
Best wishes for 2013!
http://www.smartinsights.com/answers
