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Innova&on  Lab:  Mobility  

Mobile Marketing Made Easy

Presented by: Carin van Vuuren, Chief Marketing Officer, Usablenet

Users  

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Growth  of  Digital  Content  Consump6on  Online  (2011  –  2015)  

394% 1,721% 37%

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Mobile  Shopping  Growth  Con6nues  

12%   16%  

Mobile  as  a  percentage  of  online  sales  (average)  

Year-­‐over-­‐year  growth  in  mobile  sales  (average  

Mobile  as  a  percentage  of    online  traffic  (average)  

Tablet  Smartphone  

Source  The  State  of  Retailing  Online  2015,  a  Shop.org  study  conducted  by  Forrester  Research  Forrester  Research,  Inc.  Unauthorized  reproduc6on  or  distribu6on  prohibited.  

30%

17%

Tablet  Smartphone  

87%

52%

Tablet  Smartphone  

Base:  41  retailers  

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Users  are  mobile  and  using  mul6ple  devices  

5    devices  in  2015  

2.4  devices  in  2014  

Source:  DigitasLBi  2015  Connected  Commerce    

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Mobile  Behaviors  Emerging  §  of  consumers  spend  more  than  2  hours  /day  on  

their  mobile  devices.  

§  of  mobile  users  receive  more  than  20  promo@onal  emails  per  week  

§  turn  push  no@fica@ons  off  when  they  receive  too  many

50%  

68%  

72%  

Brands  

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Create  Experiences  Customers  Will  Want  to  Use  

Simplify  Complex  Journeys  

Provide    Timely  Relevant  Informa&on  

Personalize  The  Experience  

Empower    Self  Service  

Reassure  &  Build  Trust  

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VISUAL  DESIGN   PERSUASIVE  DESIGN  

CART  &  CHECKOUT    

USABILITY  &  ACCESSIBILITY  

Goal:    Make  experience  easy  to  use  and  

navigate  

Goal:    Simplify,  

streamline  and  op6mize  UI  

Goal:    Effec6vely  move  the  user  to  make  a  commitment  

Goal:    Reduce  fric6on,  

encourage  ac6on,  reassure  

UX  Fundamentals  on  Mobile  

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Intermix:  Performance  Design  

10  

1

2

3

4

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Four  Factors  Ensure  Mobile  Marke6ng  Success  

Ease  and  Load  Speed.  

CONTEXT   SEAMLESS   PERFORMANCE  RELEVANCE  

2  second  delay  in  load  6me  equates  to  8%  jump  in  abandonment  

Cross-­‐Screen  Journeys.  

25%  of  online  orders  are  picked  up  in  store  

Place,  Time  and  Content.  

56%  of  shoppers  believe  mobile  should  make  their  shopping  experience  more  enjoyable.    

Right  Audience.  Right  Offer.  

82%  of  smartphone  users  use  search  when  looking  for  a  product.  

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John  Lewis:  Corporate  and  Product  Campaigns  

Dressbar:  Full  Mobile  Launch  with  U-­‐Campaign  

200K  visits  –  first  2  weeks  60%  return  visitors  .8  %  conversion  

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U-­‐Campaign  Demo  

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15  

16  

hhp://bit.ly/1Fi1zNY  

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Speed  to  Market:  Create,  update  and  publish  campaigns  quickly  and  easily.      Save  Time  &  Resources:  No  need  for  IT,  developers,  QA  or  technical  support.  No  new  CMS.    Mul6-­‐Screen  Experiences:  Create  and  instantly  preview  pages  for  every  screen;  publish  anywhere    Beher  Engagement:  Get  in  front  of  your  customers  more  olen,  with  beher,  more  interac6ve  promo6ons  that  you  control  fully.

Speed  to  market  

Save  Time  &  Resources  

Mul6screen  experiences  

Improve  Engagement  

U-Campaign

U-­‐Campaign:  Mobile  Marke6ng  Made  Easy  

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Ques6ons?