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eibDIGITAL mobile webinar discovery and search

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Hosted by Rob Thurner, co-author of our mCommerce Guide and Alex Murray, Chief Creative Officer of eibDIGITAL. …

Hosted by Rob Thurner, co-author of our mCommerce Guide and Alex Murray, Chief Creative Officer of eibDIGITAL.

One of the key decisions facing today’s retailers is how to ensure discovery of your mobile presence, and maximise activation via mobile.

This webinar looks at how companies use mobile to provide a direct response path to other media channels - bridging the gap between offline marketing, online, and in-store.
We show how companies reach their audiences through ads and content on their mobile devices - encouraging customers to enter the purchase funnel from their mobile phone or tablet.

Drawing on case studies from Nestle, Old Navy, Shazam, Stella and Unilever, Rob will give you practical tips on getting the most from your mobile ad budget.

As 50% of mobile interactions start with a search, and 85% have location intent, we give you tips on optimising your search strategy for mobile and tablet using Google Adwords and ad extensions.

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  • 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
  • - This is where any campaign starts, and is designed to give rapid access to the key activities within the system: creating accounts, creating campaigns and creating ads. The system has been intentionally designed with an extremely accessible interface, in contrast with some platforms that are not at all user friendly.
  • Conversion tracking allows brands to maximise their ROI by going beyond a user clicking on the ad, and measuring conversions such as sale, registration, subscription, view of a particular page or piece of content such as video or audio by implementing a simple URL on the desired success page.
  • Similar algorithm as PCKeyword targeting (deals, offers, sales)Local qualifier
  • 85% local intent 81% take action

Transcript

  • 1. Presented by Alex Murray, eibDIGITAL and Rob Thurner, Burner Mobile 1
  • 2. Why mCommerce matters
  • 3. This webinar – sections 6 & 7 To download the full guide visit www.developingrevenues.co.uk 3
  • 4. Introduction – Rob Thurner• 20 years digital and traditional marketing experience: • Journalist, Group Marketing Director at Clear Channel International • Commercial Director at Mobile agency Incentivated • Founder Burner Mobile - Consultancy - Training in Europe & US - Books, white papers & keynotes• Mobile clients: • John Lewis Partnership, M&S, Specsavers, Waitrose • Amex, Barclaycard, RBS • British Airways, STA Travel • Bayer, GlaxoSmithKline • Heineken, King of Shaves, • Jaguar • Pearson, Virgin 4
  • 5. Mobile consultancy projects, bespoke training, white papers, keynotes
  • 6. My co-author Dave Chaffey  Online advice and consulting www.smartinsights.com  Qualifications and training www.theidm.com  Insights Director www.clickthrough-marketing.com 6
  • 7. Mobile influences store sales Deloitte: The Dawn of Mobile Influence (June 2012): •Smartphone influence on department store sales due to grow from 7% in 2012, to 24-27% in 2016 •For every $1 spent on mobile, mobile is influencing $13 in store sales • ‘Influence’ works across all stages of purchase funnelSource: https://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf 7
  • 8. Mobile : save time, kill time, share time 8
  • 9. Mobile : micro-targeting options 9
  • 10. Increase in mobile browsing 2010 - 2012 10
  • 11. Mobile activation : via SMS 11
  • 12. Mobile activation : via Shazam 60% repeat view 27% click to purchaseSource: Shazam 12
  • 13. Mobile activation : via QR code (?!) 13
  • 14. Mobile activation : Google Goggles 14
  • 15. Mobile advertising & search : £1bn by 2015 15
  • 16. Mobile tracking growth of online adspendSource: IAB / PWC Adspend 16
  • 17. Mobile display advertising : H1 2011 v H1 2012 Top 5 Digital Advertisers H1 2012 • Consumer Goods 16% • Finance 16% • Entertainment & the media 13% • Retail 11% • Travel & transport 10%Source: IAB / PwC Digital ad spend survey H1 2012
  • 18. Q&A 1 What proportion of your online display budget do your assign to mobile? A) < 10% B) 10% - 20% C) 20% - 50% D) > 50% 18
  • 19. Mobile triggers and delivers brand engagement 19
  • 20. Traditional mobile ad formats 20
  • 21. Ad format : click to appstore 21
  • 22. Rich mobile ad formats 22
  • 23. Unilever : rich brand engagement 23
  • 24. Case study Activision – Call of Duty: Black Ops II GOAL: Drive awareness & consumer engagement ahead of the game release date and generate social media buzz STRATEGY: Targeting – male environments, inc Games, Social & Entertainment channels Brand Creative – Rich Media Photo Shoot & Z video trailer Social – Consumers can share their photos on Facebook and a second unit enabled Tweets to Call of Duty profile, directly from within the creative To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes "Mobile is increasingly becoming a key touchpoint for our core and growth audiences, and the flexibility that the campaign offered really drove the success of the campaign. We were able to provide a variety of rich content to our audience in a personalised way that other touchpoints couldn’t offer.” Eric Folliot – Senior Brand Manager – Call of DutySource: millennialmedia 24
  • 25. Planning and buying mobile ad campaigns • Blind Networks – cost-per-click (CPC) basis • Premium Publisher Networks – cost-per-thousand (CPM) basis • Combination of CPC and CPM (and CPI) 25
  • 26. Mobile ad landscape : exchanges and trading 26
  • 27. Mobile ad planning and creation 27
  • 28. Mobilead tracking and optimisation 28
  • 29. 50% of mobile sessions start with a search + 223% Y.o.Y. growth for top 1000 commercial enquiries via mobile Biggest growth categories: retail, ents, media, trav el, packaged goods 85% of searches have location intent Source: Google 29
  • 30. Search is the most popular mobile activity 30
  • 31. Natural and paid search options 31
  • 32. Use mobile search 32
  • 33. Mobile search app extensions Once the app is downloaded, click-to-download extensions allow you to direct users to a destination inside the app 33
  • 34. Mobile search “hyperlocal”case study : Roy’s Restaurants 34
  • 35. Q&A 2 According to Google, what proportion of mobile search has location intent A) 25% B) 45% C) 65% D) 85% 35
  • 36. Spectacular rise of the tabletSource: Google 36
  • 37. Tablet target audiencesSource: Google 37
  • 38. 43% of sample prefer search on tablets 38
  • 39. Searches across 3 screen complement each otherSource: Google 39
  • 40. TicketsNow: site, ads and search boost mobile sales 100% in 1 month 40
  • 41. Summary• Mobile influences consumers throughout the purchase cycle - Make mobile activation visible, quick, easy• Mobile advertising delivers unique micro-targeting - Target using demographic, location, device variables• Mobile search offers unique advantages over desktop - Trial mobile ‘extensions’, remember location!• Mobile provides precise data trail for all interactions - Test, measure, refine constantly to optimise performance 41
  • 42. Q&A 3 After 1 month of launching its mobile-optimised site, mobile advertising and mobile search campaign, TicketsNow boosted mobile sales by A) 10% B) 20% C) 50% D) 100% 42
  • 43. Thank you.To download the full guide and infographics visit www.developingrevenues.co.uk Any questions? 43