Avoiding the 10 most common mobile marketing mistakes
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Avoiding the 10 most common mobile marketing mistakes

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In this presentation to On The Edge Digital Marketing, London in October 2013 I covered 10 common mobile marketing mistakes and a 10 step plan to help marketers work through a mobile strategy. I......

In this presentation to On The Edge Digital Marketing, London in October 2013 I covered 10 common mobile marketing mistakes and a 10 step plan to help marketers work through a mobile strategy. I hope these are helpful - if you want more depth - see the Smart Insights guide to developing a digital mobile strategy.

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  • 1. 1 Mobile Marketing 10 common mistakes and a 10 step plan On the Edge Digital London 1st October 2013 Dr Dave Chaffey CEO: SmartInsights.com Download presentation: SmartInsights.com/ote2013/
  • 2. 2  Books  Online strategy advice www.smartinsights.com About Dave Chaffey Code: SMARTEDGE (25% discount coupon)
  • 3. 3
  • 4. 4 Why mobile matters Source: Forrester 6.8% mobile phone (exc Tablet) of all Ecommerce sales € 6 billion UK
  • 5. 5 What do you need to know about mobile?!  Q. “Should we ignore this for now?”  Q. “Basics – how to go about this?”  Q. “B2B Focus?”  Q. “Everything!”  Q. “Design, problem solving?”  I know nothing on this subject!  Q. Increase knowledge in general?
  • 6. 6 10 Mobile Marketing Mistakes  1. Being driven by the heart/HiPPO not the head:  > 1. Assess customer demand and business case  2. Starting with platforms rather than customer value proposition  > 2. Define the Mobile Value Proposition  3. Not considering cross-channel journeys and marketing outcomes  > 3. Integrating mobile into customer journeys and sales funnels  4. Creating a separate site  4. Review suitability of responsive and adaptive design  5. Thinking an app is essential (it may be)  5. Review relevance and propositions for apps
  • 7. 7 Running case study: Debenham’s strategic pillars Consistent brand experience Device Specific functionality Multichannel journey Agile developmen t Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams Practical Mobile Tip: Define the Pillars of your Mobile strategy
  • 8. 8 1. Assess customer demand and business case Volume: Desktop/Tablet/Smartphone  Unique visitors  Visits  Page views Quality: Desktop/Tablet/Smartphone  40% bounce rate  5% conversion rate Value Desktop/Tablet/Smartphone  Number of sales or leads  Average order value or selling price  Goal value per visit > Page value  Revenue per visit (E-commerce) > Page value Cost Desktop/Tablet/Smartphone  Cost per thousand (CPM)  Cost per click (CPC)  Cost per acquisition (CPA)  Cost per sale (CPS) V Q V C
  • 9. 9 Practical Mobile Tip: Segment by mobile devices
  • 10. 10 Consumer digital platform demand at Debenhams 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Total Hourly Demand by Device Dotcom iPad Mobile Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams Practical Mobile Tip: Review dayparts of customer access
  • 11. 11 Some rules of thumb for your business case  A mobile-optimised site will convert at around half the rate of a desktop site, however...  A non mobile-optimised site will convert at around half the rate of the mobile-optimised site  Of people who research on their mobile device, 39% go onto to purchase on their desktop device and 24% go onto purchase in store  Around 30% of consumers use their mobile in store to inform purchases through in-store wifi or scanning barcodes  Overall mobile optimised will give a 2% increment in sales from creating a mobile optimised site Source: Source: Damon Mannion, Venda
  • 12. 12 88% Debenhams customers use mobile to browse vs. 12% purchase 0% 20% 40% 60% 80% 100% 120% Store Website msite Apps Browse vs. purchase channels Browse Purchase Example: Mobile Browse vs Buy Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
  • 13. 13 Location: Published / Surveyed: Sample: Source: Original source: North American Q2 2013 Retail clients Monetate Ecommerce Conversion rates by desktop and mobile Monetate Quarterly Benchmarking
  • 14. 14 Craig Sullivan on mobile tracking Source: Slideshare
  • 15. 15 2. Define the mobile Value Prop Source: Rob Thurner, Burner Mobile
  • 16. 16
  • 17. 17 Create mobile personas Tribal drinkers Buzz seekers Regular blokes Male traditionalists Detached moderates Party girls Career guys Careful females Routine strugglers Source: Rob Thurner, Burner Mobile
  • 18. 18 Autoglass mobile optimised site – Mobile Value Proposition (MVP) www.autoglass.co.uk http://m.autoglass.co.uk
  • 19. 19 Betfair’s Mobile Value Proposition (MVP) https://touch.betfair.com Betfair’s mobile app generated £1 billion of bets in the last financial year. 168,000 used it’s app, a 122 percent increase. For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet. Practical Mobile Tip: Consider SMS activation
  • 20. 20 3. Integrate customer journeys & ROPO! Source: Boston Consulting Group
  • 21. 21 Access to mobile in stores (these are market stats, not Debenhams) Debenhams app: i. Price checking ii. Size availability iii. Order straight from their phone iv. Customer reviews v. Beauty Club: Collect points & redeem rewards via mobile vi. Push notifications – driving footfall in store & awareness of promotions •Shoppers who use a retailer’s dedicated app are 21% more likely to make a purchase than those who don’t •Customers who read reviews are 2x more likely to convert Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
  • 22. 22 Barcode scanner driving mobile interactions in store Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
  • 23. 23 4. Review suitability of responsive and adaptive design
  • 24. 24 The 3 Mobile site options (adaptive) Source: Aleyda Solis Mobile SEO Resources (different mobile site)
  • 25. 25Source: Aleyda Solis Mobile SEO Resources Mobile SEO Decision tree
  • 26. 26 W3C “One-web” alternatives Approach Advantages Disadvantages Responsive Web Design (RWD) CSS Media Queries modify presentation for device type and resolution Single template for all devices gives speed and cost benefits Bigger page weight Compromises experience for higher resolutions? Client-side Adaptive Javascript on the user’s device loads different templates based on device resolution • Complete rebuild of CSS not needed • Only resources needed loaded • Experience customised for devices Maintenance of additional code Server-side Adaptive Dynamic serving of styles based on device detection. Smaller mobile pages than other approaches Multiple templates must be maintained
  • 27. 27 Retail responsive design
  • 28. 28 Retail responsive 2 Search > Browse > Buy Practical Mobile Tip: Make sure site is “upwardly responsive”
  • 29. 29 https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
  • 30. 30
  • 31. 31 Twitter Bootstrap Gallery
  • 32. 32 5.Evaluateapprelevanceor effectiveness
  • 33. 33 Promoting apps on mobile homepage
  • 34. 34
  • 35. 35 10 mobile marketing mistakes  6. Ignoring mobile SEO 6. Follow Google’s Mobile SEO options?  7. Ignoring Mobile AdWords  7. Review AdWords advanced campaigns  8. Ignoring Mobile Display  8. Mobile display options  9. Denying the importance of mobile email  9. Create Email responsive designs  10. Not optimising…  10. Optimise!
  • 36. 36 6. Mobile SEO Source: Smart Insights
  • 37. 37
  • 38. 38 7. Evaluate mobile AdWords   4 Enhanced campaigns changes  1. Campaigns now run across all devices  2. Tablet bidding strategies aligned to desktop  3. Mobile bids adjusted at campaign level by “Mobile bid adjustments, e.g. -30%”  4. Location-based bid enhancements  Mobile-specific sitelinks  Click-to-call Ad extension
  • 39. 39 AdWords example – Vehicle parts Source: Wordstream
  • 40. 40 8. Review the mobile display options
  • 41. 41 IAB UK Display spend
  • 42. 42 Location: Published / Surveyed: Sample: Source: Original source: Worldwide July 2013 Feb 2012-June 2013 Collected from 250 million email opens Litmus % Email Opens across desktop and mobile Litmus blog The importance of mobile email
  • 43. 43 Responsive email examples B2C
  • 44. 44 Responsive email examples B2B
  • 45. 45 10. Mobile CRO 0% 20% 40% 60% 80% 100% 120% Store Website msite Apps Browse vs. purchase channels Browse Purchase
  • 46. 46 Recommendation: Review leads, sales from different device, resolution Advanced Segments
  • 47. 47 Speed matters!
  • 48. 48 Let’s Connect! Questions & discussion welcome SmartInsights.com  Blog www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsi ghts  Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey ww.twitter.com/DaveChaffey https://plus.google.com/u/0/10625135037962 2013691