Kerri Smith: Marketing in a multi-screen world

676 views

Published on

Presented at the "Mobile sessions" event by iProspect|Netsociety

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
676
On SlideShare
0
From Embeds
0
Number of Embeds
42
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Kerri Smith: Marketing in a multi-screen world

  1. 1. MARKETING IN A MULTI-SCREEN WORLD Copyright © 2013, iProspect, Inc. All rights reserved.
  2. 2. 3 BIG QUESTIONS 1. Who should « own » the mobile objectives? 2. What experience do I need to reach my customer? 3. How do I recognize success? Copyright © 2013, iProspect, Inc. All rights reserved. 2
  3. 3. A MULTI-SCREEN GENERATION Copyright © 2013, iProspect, Inc. All rights reserved. 3
  4. 4. THE MARKETING PROCESS IS EVOLVING THEN NOW Copyright © 2013, iProspect, Inc. All rights reserved.
  5. 5. MULTI-SCREEN EXPERIENCES Content Grazing Quantum Journeys Using two or more Start an activity on one screens simultaneously to view screen and continue it on another. unrelated content. Example: Watching TV while reading email on a PC. Spider Webbing 82% Viewing the same content on two or more devices at the same time. Example: Watching a cooking show on TV, while looking up the recipe on a tablet. Copyright © 2013, iProspect, Inc. All rights reserved. Example: Look up vacation deals on your work computer and then book on your tablet. Social Webbing Sharing and connecting, information across screens. Example: Watching the Academy Awards and use your mobile phone provide status updates on Facebook.
  6. 6. CONSUMERS DON’T SEE “SCREENS” 65% 10% 16% Copyright © 2013, iProspect, Inc. All rights reserved. 6
  7. 7. REDEFINING DIRECT RESPONSE Copyright © 2013, iProspect, Inc. All rights reserved. 7
  8. 8. RESPONSES IN MOBILE 45% of mobile searches now have local intent1 Over 50B apps have been downloaded to date2 83% of smartphone owners say price comparison is a very important use of their in-aisle shopping3 20% of females take pictures of products and share with friends/family members4 42% of Millennials prefer social networks as means to share positive experience with a brand5 Copyright © 2013, iProspect, Inc. All rights reserved.
  9. 9. YOU ALREADY HAVE THE TOOLS TO START MEASURING! Ad Extensions in Search Multiple Action Points in Display TIP: Evaluate click share to gain deeper insight to behaviors on mobile devices and if you’re meeting consumer needs. Copyright © 2013, iProspect, Inc. All rights reserved. 9
  10. 10. NO ONE SIZE FITS ALL SOLUTION Copyright © 2013, iProspect, Inc. All rights reserved. 10
  11. 11. IDENTIFYING YOUR BRAND’S METRICS Understanding Your Brand Insights Driven by Consumers Making Sense of Mobile Copyright © 2013, iProspect, Inc. All rights reserved. 11
  12. 12. CUSTOMIZE APPROACH BY NEED & RESOURCES Applying traditional, 1:1 measurement to a mobile campaign can lead to incomplete, inaccurate, or misleading data. Campaign goals need to be defined within the context of the mobile channel, considering consumer preferences and behaviors. • Party Research • Cross-Departmental Data • In-Store Performance Data 3rd – By Brand – Regional – Market by Market Metrics to Consider • Click share – • • • Store locator clicks Overall revenue lift in targeted geos In-store traffic patterns – – • MoM, YoY Weak days vs. strong In-store conversion metrics – – Copyright © 2013, iProspect, Inc. All rights reserved. Location extensions, clicks to call, app downloads Conv% Rate AOV
  13. 13. WHAT’S THE VALUE? Copyright © 2013, iProspect, Inc. All rights reserved. 13
  14. 14. CASE STUDY: THE VALUE OF A PHONE CALL Goal: Evaluate the effectiveness of click-to-call in mobile search using client data to help quantify ROAS where 1:1 measurement is difficult. X minute call duration = an interested consumer Agents convert Y% of interested consumers Interested Consumers * Y% = # of conversions 6 Minutes Copyright © 2013, iProspect, Inc. All rights reserved. 30% Conv% Rate 14
  15. 15. CASE STUDY: MOBILE APP EXTENSIONS Goal: Direct mobile users to the App download page for increased conversions vs 92 Downloads ROAS ↑ 334% 89:1 ROAS
  16. 16. CASE STUDY: MODEL FOR OFFLINE CONVERSIONS Goal: Understand the value of mobile in driving incremental in-store conversions. Evaluate online & offline conv% Copyright © 2013, iProspect, Inc. All rights reserved. 683% incremental lift in ROAS 16
  17. 17. “WE HAVE TO THINK ABOUT HOW THE LIVES OF OUR END USERS ARE CHANGING, WHETHER THAT END USER IS A CONSUMER, A PATIENT, A DOCTOR OR ANYONE ELSE. AND TO REMAIN RELEVANT WE NEED TO BE PART OF THEIR NEW ECOSYSTEM.” - Kim Kadlec “Winning the Zero Moment of Truth” Copyright © 2013, iProspect, Inc. All rights reserved. 17
  18. 18. PREPARE FOR THE ERA OF MOBILITY Copyright © 2013, iProspect, Inc. All rights reserved.
  19. 19. TIPS TO GET AHEAD IN MOBILE Communication is Key – Integrated strategy & evaluation of success – Facilitate testing & sharing of learns Get to Know Your Audience – Brand effectiveness/persona studies – Test outside of your comfort zone Test Everything – Fail early, fail fast – Define a test budget – Understand new technologies and implications Digital Performance on a Global Scale. Copyright © 2013, iProspect, Inc. All rights reserved.
  20. 20. HOW CAN WE HELP YOU DO MORE? Copyright © 2013, iProspect, Inc. All rights reserved.
  21. 21. Annex
  22. 22. APP V. MOBILE SITE Copyright © 2013, iProspect, Inc. All rights reserved. 22
  23. 23. WHEN TO USE WHAT Use an App if… Use a Mobile Site if… • You require ongoing interactivity • You want to provide instant access • Your target users will be interacting in a personalized fashion (login, etc) • You want to be easily found (via search & directories) • You are displaying data and need to manipulate with complex calculations, charts, etc (banking/investments) • You require wide range compatibility across multiple devices • You want to engage the user’s native phone functions (camera, etc) • You make frequent updates to content • You’re looking for fast and more cost efficient deployment • You need to provide offline access Copyright © 2013, iProspect, Inc. All rights reserved. 23
  24. 24. IF YOU BUILD AN APP, AVOID COMMON PITFALLS • Don’t forget SEO! • Make sure your app provides utility and update content frequently. Give users a reason to keep coming back! • Talk to your users! If they’ve given you permission to send push notifications, they’re expecting to hear from you. Beware of overwhelming them and only send messages of value, but do not ignore them. • Take advantage of the personal connection. Mobile phones are very personal to us and provide opportunity for a more intimate connection with your brand. Take advantage of that and evolve your communication to reflect a user’s personal preferences to better meet their needs. • Know what the privacy implications are for your vertical and how to safeguard against them. Copyright © 2013, iProspect, Inc. All rights reserved. 24
  25. 25. MOBILE WEB DESIGN CONSIDERATIONS Copyright © 2013, iProspect, Inc. All rights reserved. 25
  26. 26. CHOOSING THE BEST APPROACH FOR YOUR BRAND Sub-Folder Sub-Domain RWD http://example.com/mobile http://m.example.com http://example.com SEO-Friendliness Cost & Resources Requirements User Experience Maintenance Long-Term Relevance Copyright © 2013, iProspect, Inc. All rights reserved. 26
  27. 27. ADDITIONAL CONSIDERATIONS FOR RESPONSIVE DESIGN Pros • Enables management of one URL • Shared link equity • Content parity ensures the user can get to the information they want regardless of device • Improves long term relevance as devices continue to evolve • A single URL makes it easier for users to interact and share content Copyright © 2013, iProspect, Inc. All rights reserved. Cons • Removes opportunity to capture max SERP real estate • Requires overhaul of all properties • Development is costly • Risk of negatively impacting the user experience from smaller devices • Page loading times are typically longer due to increased server calls 27
  28. 28. Smartphones v. Tablets Smartphones Tablet • Users say “they wont leave home without it” • Users say their tablet is an “entertainment device” • Prefer mobile specific landing pages • Prefer an experience similar to PCs • More likely to be “bargain hunters, brand loyalists and multi-taskers” • More likely to “pay for more high quality products” • 30% of users spend $20 or more on their phone per month • 46% of users spend $20 or more on their tablet per month • Shopping experience is centered around seeking advice and shopping logistics • Foundation for media consumption and purchase for nearly 1/3 of users
  29. 29. Influencing Experiences Across Devices
  30. 30. What Does Location Mean?
  31. 31. 64% In a Store Of mobile searches have a location specific intent 49% On the Go 47% 44% At Work In the Home
  32. 32. Geo-Targeting Anticipate the Need • What is the next step for the customer? • What information do they need to move forward? 17% 17% Use location analyses to inform future campaigns • How should you strategy change across markets? • Where are areas of major disruption that call for additional media support? 7%
  33. 33. How Can You Personalize?
  34. 34. Primary Obstacles for Personalizing Tracking Experience Privacy
  35. 35. Personalize the Campaign Give Consumers a Choice for How They Interact With Your Brand: Target Copy to the Need Indicated by the Device Branding Incentivized Loyalty/Retention
  36. 36. Personalize The Experience Create an opportunity to learn from your customer and personalize their content. Let them advocate for you!
  37. 37. A Word About Targeting
  38. 38. LET’S CLARIFY Definition of Mobile Retargeting • A form of mobile targeted advertising delivered to consumers based on previous mobile Internet or app actions that did not result in a conversion. Copyright © 2013, iProspect, Inc. All rights reserved. 38
  39. 39. HOW IS RETARGETING POSSIBLE? Considerations: • Mobile retargeting will most likely be enabled by the same mechanism which will allow us to track post-view conversions. • The technology needed to support such tracking and retargeting currently exists today, though the methodology used to achieve such a thing is either too subjective, limited in scale, or presents serious privacy implications. Copyright © 2013, iProspect, Inc. All rights reserved. 39
  40. 40. METHODOLOGIES Method Objective? Scalable? PII Compliant? Fingerprinting •Combination of factors to create an assumed user profile (device make/model, IP, browsing patterns, etc). Web Based Cookies • Only compatible with certain devices (Android predominantly). Dual Logins • User provided match key to target across devices (email, site login). Device IDs • UDIDs, IMEI/Android ID, etc. Many partners will encrypt, or hash in efforts to protect PII though this may lead to inaccurate matching or still risk potential exposure of PII. Copyright © 2013, iProspect, Inc. All rights reserved. 40
  41. 41. The Couponing Dilemma Pros: – Drive traffic to store – Potentially track online to offline metrics – Respond to customer desires Con:
  42. 42. LUXURY RETAILER SMARTPHONE & TABLET DISPLAY Goal: To drive profitable revenue in the mobile space Method: • Targeted a female, high HHI income consumer via a custom whitelist of fashion & style sites • Bought media on a CPC to better control spend and ROI efficiency Results: • Campaign successfully returned a positive ROI on both tablet & smartphones, converting at an average 0.30% throughout the campaign with a total ROAS of $5.02 • Smartphone: Conversion Rate: 0.33%; ROAS: $7.56 • Tablet: Conversion Rate: 0.24%; ROAS: $2.98 • Additionally, the campaign drove 119k clicks to site at a strong CTR of 0.90% Interesting Find: • As smartphone clicks were less expensive, the ROI was actually higher than on tablet Takeaway Mobile display CAN produce positive ROI and is a great opportunity to scale a new audience.

×