Examines all aspects of marketing via mobile devices with a particular emphasis on E-Commerce. Considers the benefits of an app verses the browser experience. Concludes that every marketer needs a
Examines all aspects of marketing via mobile devices with a particular emphasis on E-Commerce. Considers the benefits of an app verses the browser experience. Concludes that every marketer needs a mobile strategy
Mobile CommerceChallenges and opportunities for retailersIJL Seminar – Monday 5th September 2011Presented by Eddie Prentice, Adaptive Consultancy
Agenda• Mobile Trends• Smartphones as Swiss Army Knife• Mobile websites• Mobile apps• Website or app?• Conclusions
2011 – the year of mobile• Smartphones are now mainstream• Touchscreen tablets are now what we’ve always wanted them to be
Mobile Internet Users - UKOver 3 million mobile internet users in London alone 15 million mobile internet users nationally
Mobile TrendsAs mobile phones get smarter, people are using them less to make calls and more to – text – shop – read news – play games – engage with social networks – perform routine tasks Source: Adobe Mobile Experience Survey Oct 2010
Mobile Trends• Web traffic from mobiles is growing 8 times faster than PC web traffic. Adobe Mobile Experience Survey Oct 2010• Mobile internet users are set to surpass desktop internet users within 4 years. PriceWaterhouseCoopers• UK is fifth biggest mobile internet market globally. Silicon Valley Insider
Mobile Trends• Cheaper and easier access to mobile broadband• Major changes in how consumers interact with content.• In 2013, smartphones will become the primary devices used to access the internet. Source: Canalys
Mobile Trends• By June 2012 smartphones will account for over 50% of all mobile devices in the UK.• Most of smartphone users are performing Google searches. Source: Econsultancy Paid search will grow on mobile phones. Run different campaigns to desktop: - Focus on local search offers - Ad copy needs to be specific for mobile - Shorter - Snappier
Smartphones as Swiss Army Knife * Smartphones becoming the device of choice for - Email - Web browsing - Product research Over past 2 years iPhone users spent 45% more time emailing on smart phones and 15% less on PC’s. * McKinsey research, 2011
Smartphone as Swiss Army Knife *• A third of smartphone owners prefer using it for Web browsing or e-mail even when they are near PCs.• Over the past two years, iPhone users have spent 45 percent more time e-mailing on their smartphones and 15 percent less time e-mailing on their PCs.• More than 60 percent of smartphone users would consider buying goods with it or have already done so.• As more products are distributed over mobile channels, greater competition will raise the importance of design, ease of use, and new mobile payment options. * McKinsey research, 2011
iPad owners are most active online spendersUK iPad owners most often choose to spend money via their iPad. Source: Imano, June 2011
78% iPad owners use iPads for shopping Source: Imano, June 2011
So why aren’t we all leapingon the mobile bandwagon?
Mobile Commerce ChallengesExpressed reasons for lack of progress with mobile commerce:• Lack of internal knowledge and skills• Lack of time• No internal buy-in• No specific budget for mobile• High cost of implementation• Inability to integrate with internal systems• Fear of ever changing landscape
Mobile is changing the game but it isn’t changing the rules Start thinking now aboutintegrating a mobile strategy in to your marketing plans … … even if it’s not going to happen for a year
Why should you have a mobile commerce site?• Increased exposure to customers when they are shopping offline.• Keep up with competition - you dont have a mobile site and your competitors do• Appeal to an affluent audience• Increase sales through the extra sales channel• Opportunities to drive users into local stores - locator tools; collect and reserve services.• Appeal to comparison shoppers - some consumers use mobile phones to seek out the best deal while shopping offline.
Mobile sites – Home pages & navigation Standard e-commerce websites can afford to dedicate a lot of space to • graphics • merchandising • large product photos • navigational features Mobile screens are much smaller and need a different approach.
Mobile sites – Home pages & Navigation eCommerce site Mobile site Mobile site views better and download faster
Mobile site design basics• Minimise menu and navigational items• Vertical lists work better than horizontal menu bars• Links/buttons should be large enough and widely enough spaced to view and click on or touch.• Search box is very important given more limited link navigation – Enable filtering of results – Include price in results• Minimise form filing
About Apps• Dedicated Apps for iPhones or Android devices• Need to be downloaded before use.• Enhanced functionality gives apps an advantage over standard mobile sites.
Apps defined• Mobile application development is the process by which application software is developed for handheld devices such as mobile phones.• Application software, the App, is computer software designed to help the user to perform specific tasks.• These apps are either pre-installed during manufacture, or downloaded by customers.
iPad owners buy apps33% of UK iPad owners have paid for 20-49 apps. Source: Imano, June 2011
QR Code scanners• Link to digital content on the web• Have in-store and on your printed literature and packaging• Drive people to your website or scan and send direct to a “Like” or “Share” on users Facebook wall. There are a number of sites for generating QR codes and they’re all free. An Internet search for “QR code generator”will offer many choices.
Mobile Website or App?People generally favour the browser experience over downloadable mobile apps, except when it comes to: – games – social media – maps – music• If the objective is to offer a new utility or service for a loyal base, an App can offer a slicker, enhanced experience.• Consumers have a limited appetite for the number of applications they are willing to download and maintain on their devices. Source: Adobe Mobile Experience Survey Oct 2010
Mobile Website or App?• Apps are fun and fast but currently consumers aren’t making significant purchases through apps• Consumers still prefer using an internet browser for shopping• Why do consumers prefer browsers? – Product reviews – Research – Blogs – Price comparison
Mobile Website or App?• Both technologies will improve over time and will co-exist• Apps make the most of smartphone features• Mobile sites cost a lot less to reach a wider audience.• For most smaller retail businesses the only decision is mobile site or not.• If over 10% of your traffic is from mobile then you should certainly consider it.
Mobile Conclusions• As devices get smarter, consumers are using them as mini-computers to do everything from reading news to personal banking to shopping.• Make it easy for consumers to interact with your brand when they’re on the go, users want information quickly with minimal fuss.• There is no one-size-fits-all approach in mobile Proliferation of devices and operating systems. To maximize reach requires a mobile-optimised web experience and look beyond a single device.• A browser approach is the baseline threshold for mobile strategies where the goal is to reach the broadest user base.• An approach that delivers both web and app experiences is ideal. Source: Adobe Mobile Experience Survey Oct 2010
What should you do?• Don’t panic if under 10% of your visitors from mobile• Plan ahead – start researching: – Monitor what the big retailers are doing• Feel the experience as a consumer: – Use Facebook / Twitter – Make online purchases from your mobile – Download a QR code scanner• Start talking to suppliers so you know the issues and the costs.• You’ve got time to deal with this but the sooner you start the better prepared you’ll be.
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