Burner mobile e gr summit v1.1

© Burner Mobile 2013 @burner_mobile

Rob Thurner, Burner Mobile!

21.10.13!

The Mobile Consumer


Rob Thurner – mobile consultant, author, trainer!Ø  Founder, Burner Mobile

-‐ Consultancy, strategy, white papers

Ø  Mobile strategy

-‐ American Express, Barclays, Barclaycard, BeEair, Heineken, Ladbrokes, O2, Paddy Power, Richemont

Ø  Author

-‐ 10 key decisions for mCommerce success

-‐ Mobile: Winning with Mobile

Ø  Digital Tutor and Trainer

-‐ Clients direct, IDM, IAB, Econsultancy, Emarketeers


Agenda

Ø Mobile consumer trends and demands

Ø  AcquisiSon opSons

Ø  Building long term loyalty

Ø  Tracking and predicSng behaviour


Today’s Mobile consumer - snapshot!

Ø  On average, we check our mobiles 150 1mes / day (Source: Google)

Ø  84% of smartphone owners use mobile devices in-‐store … 17% of them have changed their minds as as result (Source: Google)

Ø  56% of smartphone owners prefer using their smartphone, rather than a computer, to access the internet. (Source: Prosper Mobile Insights)

Ø  69% of tablet users have shopped via their device in the last 30 days (Source: IAB UK)

Ø  61% of customers who visit a mobile unfriendly site are likely to go to a compe1tor’s site (Source: IAB UK)

Ø  Mobile will account for 50% of payments worldwide by 2016 (Source: PayPal)


Consumers - more demanding than ever!

Call

Text

Social networks

Search

Content Download

Mobile TV

Email

Web browsing

mPayments

Gaming

Shopping

Music

Camera + pictures

Personal organizer

Navigation

Vouchers + tickets

Tablets


Are Audi A4s really that horrible to drive?

...drives like there is a drunk behind the wheel

I feel ripped off – even though the game was free! Just like a real A4

– it’s boring and tedious

Mobile users won’t tolerate rubbish!


Multiple mobile touchpoints!


Multi-screen consumers !

Source: Google


Mobile gaming apps : driver of downloads!

Source: Kantar Media 2013


Device distribution!

Source: Millennial Media Q2,2013


Why use a tablet?!

Preferred functionality

Fastest at giving me what I need 37%

No other devices were available at the time 6%

Offers greatest privacy 7%

Has apps/programmes I prefer 27%

Habit 18%

Cheaper for accessing the Internet 5%

Always prefer to use this device 31%

Screen/interface is easier to use 37%

What I need in format I prefer 32%

Easiest for me to pick-up 49%


Digital channels used by gamblers !



Channels used for mobile gaming!



Mobile OS used to gamble!



Google Glass!


Samsung Smart watch!


Are you on their wave length?!


Reasons for gambling on a mobile device!



Identifying consumer clusters : Heineken!

Tribal drinkers

Buzz seekers Regular blokes

Male traditionalists

Detached moderates

Party girls

Career guys

Careful females

Routine strugglers


Multi-app strategy?!

PROS MORE PROS

•  Mobile only customers do app store search

•  Existing customer behaviours, upgrades and notifications

•  Gaming market commoditised and licensed - multiple branded licensed products mean audiences search for favourite brands

•  Upgrade process drives engagement, improves UX, maintains awareness and volume

•  Acquire users around the products they love and use CRM to drive value and cross-sell to other products

•  Richer process: Better graphical capability and deeper gaming experience capabilities


HTML5 strategy?!

PROS CONS

•  Audience reach

•  Less expensive

•  Build once, distribute across all devices

•  No App Store marketing machine - increases CPA

•  Hard to get to people to remember where to come for the product

•  Homescreen discovery is tricky - if not bookmarked you can lose the customer, meaning further CPA or marketing cost to re-engage and 'install'

•  Speed to market and update speeds

•  Staffing and resources

•  Data network problems on device - especially if the device is running out of memory


Track site visits for ! to get insights ��

Ø Which pages will improve leads?

Ø Where are quick wins?

Ø What are most effective channels to drive traffic?

© Burner Mobile 2013 @burner_mobile Source: Weve

Driving acquisition – SMS + Weve

Ø  15m opted in customers -‐ O2, EE, Voda -‐ pre defined segments by interest, gender and age (over 18)

Ø Messaging cap of one gambling related message per month

Ø  Selling the majority of gambling inventory available to 3 key partners

Ø User base will be rotated between partners, this way users see different adverts from different brands


Weve – opted in, excellent CPA results!

© Burner Mobile 2013 @burner_mobile Source: Weve

Results with Weve

Ø  Client feedback on performance shows that messaging works in achieving sustainable CPA targets

Ø  Typical CTR’s range from 0.1% – 2.5%

Ø  CPA’s for sports book clients range between £26 -‐ £120 at sustainable levels


Driving acquisition - search!… 50% of mobile sessions start with search!


Paid Search !


Google Mobile Search extensions!


Build content sites to compliment SEO!

www.news.ladbrokes.com | Grand Parade


Ø  Delivers high user engagement

Ø  Drives brand awareness and loyalty

Ø  Enhances mulS-‐channel campaign efforts

Ø  Encourages sharing of branded content Ø  Increases sales, conversions and customer acquisiSon

Rich media mobile ads!


Most focus on customer acquisition!

Mobile advertising

Site +app development

Social Mobile Mobile PPC


Bigger opportunity for long term loyalty!

Mobile advertising

Basic app-development

Messaging

Data Integration

CRM & Loyalty Programmes

Coupons

Social Mobile Mobile PPC


Brand switching … why?!



Competitors : brand attributes!

Source: Kantar Media 2013; Sample: all regulars


Develop segment-based Mobile CRM!

Conversion

Engagement

Loyalty

Ø  New games released Ø  Branded gaming content Ø  Location specific alerts

Ø  Request reviews Ø  Share comments on reviews and products Ø  Post purchase updates Ø  Personal coupon updates

Ø  Personalized promotions Ø  Shopping cart expiration alert Ø  Event alerts


Email!


Retargeted ads!

Source: Criteo


Video & PR!


Coupons!

Customer Action

POS Offer Message

MSISDN Issuance

Redemption Qty

Conversion

Live Redemption

Data

Redemption rate 10%

Location

Client Database

CRM Data

Reminder message

Offer Type

Source: Eagle Eye SoluSons


In-app push notifications

Keep your connected customers closer

Lifetime total value

Revenue & cost savings

Brand loyalty

•  Timely •  Relevant •  Useful •  Delightful

•  Preferences •  Location •  Behavior •  Location

history

Her profile Your content

Source: Urban Airship


Push builds relationships!

4x App engagement

2x App retention

download

greater response rate than email more traffic than busiest day ever increase in social sharing

faster bookings compared to other channels

Results reported from customers:

10x 16x 30%

8x

Source: Urban Airship


Campaign automation!

If VIP:

If not VIP:

Apply to the VIP Club for a chance to win backstage passes!

VIPs: Meet U2 backstage at the MGM Grand


Tracking usage - funnel analysis!

Source: Localytics Demo

© Burner Mobile 2013 @burner_mobile Source: Localytics Demo

Tracking usage - funnel analysis!


Tracking usage - abandoned cart!



Tracking usage - reactivation trigger



SEO Terms Used

Call centre inquiries

Site logs

Orders

Email/Mobile response rate

Web e2e data Warehouse

Single Customer

View

Standard Business

Intelligence Tool

Mobile - the Holy Grail


Customer centric philosophy!


The reality - more complex!!


Track + Activate Consumer Touch Points!

Source: RadiumOne


True Real-time Audience Targeting!20

mill

isec

on

ds

Brand uses proprietary tools to build Commercial Segments

Data Management Platform

Audience Segmentation & Amplification

Demand Side Platform

INTELLIGENCE

INSIGHT

ACTIVATION

Segments matched with all the available inventory, and activated with media in the

right place, at the right time

Harness audiences across every digital touch point. CRM data & 3rd Party data can also be included in your DMP

Commercial audience segments updated by social connections

CROSS DEVICE / PROGRAMMATIC / REACH 700m+ USERS / FBX PARTNER

Source: RadiumOne


HARNESS AUDIENCE

UNDERSTAND, SEGMENT &

AMPLIFY AUDIENCE

ACTIVATE AUDIENCE

DIGITAL AUDIENCE

Brand Activation, Content Distribution

Advertising

Leverage audience from all consumer touch

points

Intelligence

Activation

Insights

3 step process – Intelligence, Insight, Activation!

Source: RadiumOne


Mobile resource – Amazon ebook!

Search: Winning with Mobile


[email protected] www.burnermobile.com

+44 7793 804419 @burner_mobile

Technology

Burner mobile e gr summit v1.1