Developing an mCommerce strategy - The 10 key decisions by eibDIGITAL

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Developing a mobile strategy - The 10 key decisions by eibDIGITAL. …

Developing a mobile strategy - The 10 key decisions by eibDIGITAL.


Our recent presentation at the eCommerce Expo

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  • http://www.burnermobile.com/
  • http://www.thinkwithgoogle.com/mobileplanet/en/ http://www.comscore.com/Press_Events/Press_Releases/2012/7/1_in_8_European_Smartphone_Owners_Conducted_a_Retail_Transaction_on_their_Device
  • Growth in Worldwide mobile traffic % of all unique visitors
  • http://www.smartinsights.com/mobile-marketing/app-marketing/82-of-mobile-media-time-is-via-apps/ http://www.smartinsights.com/mobile-marketing/app-marketing/app-download-statistics/
  • Mobile devices now account for 25% of traffic to FT.com, while there are 2.7 million FT web app users. http://www.smartinsights.com/mobile-marketing/mobile-design/mobile-apps-native-not-always-best-html-web-apps-may-rule-in-the-future/
  • http://www.smartinsights.com/mobile-marketing/mobile-commerce/how-to-use-mobile-marketing-to-improve-your-sales/
  • For the keyword “London” mobile here is around 16% of searches, but for “restaurants” it’s around 30%.
  • http://www.slideshare.net/aleydasolis/7-things-about-mobile-seo-you-need-to-know-aleyda-at-brightonseo
  • http://www.google.co.uk/ads/mobile/success-stories.html
  • http://www.smartinsights.com/conversion-optimisation/conversion-optimisation-strategy/conversion-rate-optimisation/
  • http://www.slideshare.net/sullivac/mobile-presentation-sydney-online-retailer-26-sep-2011

Transcript

  • 1. Presented by Alex Murray, eibDIGITAL and Dr Dave Chaffey, Smart Insights 1
  • 2. eCommerce :: behavioural merchandising :: online marketing
  • 3. eibDIGITAL’s client mCommerce trends Jun-Aug ’11 – ‘12 eCommerce :: behavioural merchandising :: online marketing 3
  • 4. Developing Revenues by eibDIGITALeibDIGITAL have launched a new, free to use best practice online resource: www.developingrevenues.co.uk Developing Revenues offers you: - eibDIGITAL’s latest eCommerce guides and reports - A host of free infographics for you to view and re-use - A Blog with the latest news and opinions - A Bi-weekly e-newsletter 4
  • 5. About Dave Chaffey 5
  • 6. About my co-author – Rob Thurner 6
  • 7. Why mCommerce matters 7
  • 8. mCommerce touchpoint opportunties 8
  • 9. Session structure To download the full guide visit www.developingrevenues.co.uk 9
  • 10. 1. Making the business case – your site – GA Advanced Segments 10
  • 11. 1. Making the business case - competitors Source: Craig Sullivan (Belron/Autoglass) 11
  • 12. 2. Payment options Mobile marketing success story – King of Shaves A direct approach is taken by King of Shaves, which uses its App as a direct to consumer sales channel for replacement shaving blades. Taking this approach reduces the transaction cost to the Payment Service Provider’s handling charge for each transaction (typically 1.5% - 3%). 12
  • 13. 2. Payment options – 02 WalletO2 Wallet•Money message - you can send a sum of up to £500 to other 02 Wallet users such as friends and family.•Shopping - this offers a direct of products from over 100 UK partner retailers. It also enables users to scan barcodeswhile in-store to look for better prices online. Payment and delivery details are entered automatically.•Special offers - discounts are available from the partner retailers•O2 Money account - users of the O2 account are automatically registered with an O2 money account, effectively abank account•O2 Money account card - this is a physical card that O2 wallet users including children which can be used to loadmoney and act as a standard contactless prepaid payment card. 13
  • 14. 3. Mobile site vs mobile App 14
  • 15. 3. Mobile site vs mobile App 15
  • 16. 4. Mobile site vs apps – non-Appstore App… 16
  • 17. 4. Creating the right mobile experiences 17
  • 18. 5. Mobile design – the future is personalisation 18
  • 19. 5. Mobile advertising 19
  • 20. 6. Mobile search marketing – use the Keyword Tool to find potential 20
  • 21. 7. SEO – additional reading from Aleyda Solis from #BrightonSEOYour Technical Capacity to develop a mobile site Mobile site Alternatives Pros & Cons SEO Best Practices 21
  • 22. 6. Mobile Adwords 22
  • 23. 7. Location-based marketing What are the biggest pitfalls facing brands launching into mCommerce? The bi gge see m st mistake o y Almos bile as an e ou can mak t will ch 50% of peo xtension of e is to ec ple wi t isnt a k prices in s th Sma he PC. vailab tore. rtphon is a m le on the ra When some es ore ef ficient il, the Smar thing The ph way o t one is f shop phone power givin ping. to the g a lot of consu ile phone mer The mob iour is changing. behav no to pers onal, but consumers said is f es, as g o, 70% o 70% say y are A year a eas now umers n da ta, wher ext. Cons d to locatio e of cont ee ey se e the valu en, but brands n .As many consumers th p ny point muc h more o turn you off at a tosee mobile as an e y ca n it clear rem ember th to makeextension of y it is key ou are doingthemselves, do This is wh hat ybrands need to tread c on sumers wcarefully when tryingto reach consumersvia their phones? 23
  • 24. 8. Mobile CRM: targeted messaging and voucher codes M&S developed a fully integrated multi-channel strategy to building its mobile database, which now exceeds 1 million customers. Mailshots carried unique codes which respondents were invited to text in to a dedicated M&S shortcode in order to win loyalty points. In the process, M&S harvested ‘opted- in’ mobile numbers matched to existing customer records. The same logic applied to email addresses to append mobile numbers for existing customers. 24
  • 25. 8. Mobile CRM: targeted messaging and voucher codes 25
  • 26. 9. Mobile analytics 26
  • 27. 9. Mobile analytics – reviewing complex journeys 27
  • 28. 10. Mobile CRO 28
  • 29. 10. Mobile CRO 29
  • 30. Thank you.To download the full guide and infographics visit www.developingrevenues.co.uk Any questions? 30