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15 top tips to help retailers make the most of their mobile marketing budget
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1. The mobile market is huge and still
growing rapidly
In 2012 Smartphone sales will
overtake PC sales
1.3bncurrently being spent via mobile
commerce
Source: Google loves mobile conference 2011
163%increase in smartphone users
accessing retail sites since May 2010
2. mCommerce is already an incredible channel
for revenue
made $2 billion during 2010. This was nearly triple the revenue seen in 2009. In 2011, eBay is expecting to generate about $5 billion in revenue.
45,000,000 = the number of times eBay apps have been downloaded
400,000 = the number of new eBay listings added by mobile per week (May 2011)
2,000 = the number of cars sold on the basic iPhone app each week
1 = the number of items bought by mobile each second in US and in UK
3. In just 18 months, Android have swallowed
the smartphone market
Don’t ignore the longtail! Android has come from nowhere to become the dominant smartphone OS powering just under half of all smartphones sold in the UK – and half the people owning a mobile phone in the UK have a smartphone.
Don’t think an iPhone app will cover your mobile strategy. Cater for all handsets and devices. Mobile web optimises natural browsing and search habits to get any and all users on to your site across all smartphones and feature phones.
In addition, 63% of people prefer
purchasing on a mobile site over
an app…
The Guardian, November 2011
Adobe Mobile Experience Survey, 2011; eMarketer, 2011
• Keep it quick
• Simplify navigation
• Be thumb friendly
• Design for visibility
• Make it accessible
• Make it easy to convert
• Make it local
• Make it seamless
• Use mobile site redirects
• Learn, listen & iterate
4. Best practices for mobile sites
5. A bad mobile experience will cost you
customers.
• 57% would not recommend a business with a bad mobile site
• 40% have turned to a competitor’s site after a bad mobile experience
• 23% of adults have cursed at their mobile
when a site didn’t work properly
Sources: Compuware, "What Users Want from Mobile," 2011
6. Your mobile internet should be future-
proofed against the next generation of mobiles
A dynamic mobile web
platform (like mVoy Publish)
will render the mobile
experience to a user’s device
accommodating any screen
size within existing and next
generation handsets.
7. Multi-channel delivers combined ROI
Multi-channel approachMIG work with New Look across the entire mobile marketing mix including a mCommerce site, a transactional iPhone app, mobile strategy and supporting SMS mobile marketing campaigns
Results In the first 3 months their mCommerce site delivered:• An increase in mobile sales of over 500%• An increase in orders of over 60%• An increase in revenue of over 45%• The new iPhone app has had over 200,000
downloads in just 1 month.
8. In Store mobile – channel threading
Smartphone users are already using mobile to help with shopping
9. 2012 hot topics & areas for innovation
• Mobile web / direct integration / Conversion
• In store mobile / Customer interaction
• Search / local search / Customer acquisition
• SMS marketing / Events & promotion
• Mobile CRM & marcomms/ Customer dialogue
• Mobile Advertising / Customer acquisition
• NFC / Mobile payments / Mobile promotion
10. Mobile search is KEY
1
2
3
Mobile search has increased 500% in 2 years
PPC campaigns offer better value than desktop
Location targeting can be more precise on mobile 4
51% of mobile browsers use search
11. Don’t disregard SMS
• 77% of the world’s population own a mobile
• 98% of SMS messages are opened
• 83% of SMS messages are opened within 3 minutes
• Between 10%-20% of marketing emails are opened
• MIG SMS clients have seen up to 45% campaign response rates
• SMS has a higher direct response rate than telemarketing, email and direct mail
SMS doesn't’ have to just be about promotions. Make an impact by using SMS for package delivery notifications, customer profiling, reverse auctions, cross selling and more.
There is no other technology or delivery method that is more personal, timely and immediate – making SMS a no brainer for delivering Retail marketing campaigns
12. Integrating FUN into your mobile strategy
will drive engagement
McDonalds Pick N Play used a mobile web URL and HTML to allow members of the public to control a game of ‘Pong’ on an interactive billboard to win coupons
13. NFC mobile payments are arriving in 2012
The next 18 months will see NFC launch in up to 20 countries and reach £40 billion within two years
By the end of 2014 it isestimated that 490million people will bemaking mobilepayments.
NFC isn’t limited to smartphones - BMW, Barclaycard and more have invested heavily.
Two of the above are going to disappear.
14. NFC smart posters will transform
traditional advertising
We live in a world in which soon NFC Smart Phones linked to NFC Smart Posters will change the way we access marketing messages and interact with Brands.
Loyalty services including discount coupons and promotional vouchers delivered to an NFC Smart Phone from an NFC Smart Poster offer the possibility of overcoming the limitations and challenges of marketing traditional loyalty programs.
• 41% of UK subscribers now have a smartphone
• 66% of UK smartphone owners use their mobile to browse products and services (30% weekly)
• 50% of UK smartphone owners have shopped on their mobile (11% weekly)
• Less than 10% of UK Retail websites are optimised for mobile
Source: IMRG June 2011
15. UK retail mCommerce trends
Thinking about your next steps in mobile?
• Learn from existing adopters
• Get good advice
• Plan for delivery
• Choose an expert partner that will develop a mobile strategy with you and execute
against it
• Develop your own mobile intelligence
• Build a long term partnership with all stake holders
To learn more about mobile marketing or to speak to one of our friendly experts, please email [email protected] or call +44 (0)207 921 5599
