Mobile Customer Path:
From Click to Conversion Mark Fauntleroy         David Kepets  Simmons Manager,      Creative Direct...
Importance of Mobile and Email             91% of people are within 3             feet of their mobile phone             2...
Importance of Mobile and Email              About 2/3 (64%) of U.S. smart              phone users say mobile             ...
Importance of Mobile and Email                Nearly 2/3 (63%) of U.S.  63%           smart phone users open              ...
Mobile opportunitySmart device penetration rate increasing rapidly                                                        ...
Mobile opportunityMobile consumers are high value consumers                       U.S. Smart Phone or Digital Tablet Users...
4%                                                                                               6%                       ...
Mobile opportunityAcceptance of mobile advertising                   “Mobile Ads with Coupons are Useful” Smart Phone Cons...
Mobile & Email TargetingEmail delivers reach on mobile devices                                            Activities Last ...
Mobile & Email TargetingEmail is a common simultaneous activityduring other media engagement                   Mobile 2%2%...
Mobile & Email TargetingTime-of-day planning insight
Email in MotionIn April, mobile opens surpassed that of desktop & webmail.0.6                Desktop   Webmail    Mobile0....
Time of weekDesktop scores high during the week while webmailand mobile take the lead on weekends.                        ...
Why Optimize?   Consumer Frustration with Mobile Email80%                 63%                  18%of consumers find   of A...
Down the mobile path…                      3 Step ApproachTest                   Strategize         OptimizeTesting with L...
Responsive Design   Mobile Friendly   Movable Ink
Creating a fluid template                    Allowing the design to be flexible according                    to the width ...
Desktop
Chrome Gmail / Media QueryAndroid                      With Media Query / Fluid Layouts
Adjusting the width                  Consider reducing the width to 560-580                  pixels wideMobile Friendly   ...
Standard   Mobile FriendlyProduct name is            Increasedbarely readable            point size
Real-time relevant content              Utilize custom apps to provide real-time              content in your email that c...
Device TargeterCustomize content to thedevice on which your emailIs read.
Local MapsShow local maps withpoints-of-interest basedon where a recipientopens your email.
Thank YouMark.Fauntleroy@Experian.com David.Kepets@Experian.com
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Mobile Customer Path: From click to conversion

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With more and more consumers jumping on their mobile devices to
conduct activities that have historically been taking place on the
computer, it is crucial to have an advanced strategy in place in order to
provide a seamless experience. This includes optimizing web and email
experiences, executing creative adjustments, using segmentation to reach
the mobile consumer, and using data to drive messaging. Hear tips and
examples of successful strategies and tactics on the mobile front.

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Mobile Customer Path: From click to conversion

  1. 1. Mobile Customer Path:
From Click to Conversion Mark Fauntleroy David Kepets Simmons Manager, Creative Director, Strategy & Innovation Strategic Services
  2. 2. Importance of Mobile and Email 91% of people are within 3 feet of their mobile phone 24 hours/day Morgan Stanley, Technology & Internet Trends
  3. 3. Importance of Mobile and Email About 2/3 (64%) of U.S. smart phone users say mobile phones are an important source of information Experian Simmons
  4. 4. Importance of Mobile and Email Nearly 2/3 (63%) of U.S. 63% smart phone users open personal Email on mobile phones at least once per day Merkle
  5. 5. Mobile opportunitySmart device penetration rate increasing rapidly 92%100% 209M90%80% Mobile Phone Penetration70% % U.S. Adults60% 48%50% 86M40%30%20% 16% Smart Phone Penetration 37M10% Digital Tablets % U.S. Mobile Phones 0% % U.S. Adults Source: Experian Simmons DataStreamSM
  6. 6. Mobile opportunityMobile consumers are high value consumers U.S. Smart Phone or Digital Tablet UsersMedian Age 37 14% 22% High SchoolEmployed 77% 22% Some College 33%Homeowners 69% College GradAverage HH Income $113k Grad School Mosaic Distribution 9% 9% 9% 8% 7% 7% 7% 5% 6% 4% 4% 5% 4% 3% 3% 3% 3% 2% 1% Source: Experian Simmons National Consumer Study, Winter 2012
  7. 7. 4% 6% 8% 2% 12% 14% 16% 18% 20% 22% 24% 26% 28% 10% 4/27/09 5/27/09 6/27/09 7/27/09 8/27/09 9/27/09 10/27/09 11/27/09 12/27/09 1/27/10 2/27/10 3/27/10 4/27/10 5/27/10 Mobile opportunity 6/27/10 7/27/10 8/27/10 9/27/10 10/27/10 Acceptance of mobile advertising 11/27/10 12/27/10 1/27/11 2/27/11 % Smart Phone Users % Smart Phone Users 3/27/11 4/27/11 5/27/11 6/27/11 7/27/11 8/27/11 Accept mobile ads provided there is value 9/27/11 10/27/11 Likely to purchase products advertised on mobile 11/27/11 12/27/11 1/27/12 2/27/12 3/27/12 4/27/12Source: Experian Simmons DataStreamSM
  8. 8. Mobile opportunityAcceptance of mobile advertising “Mobile Ads with Coupons are Useful” Smart Phone Consumers 39% 36% Moms with Smart Phones 35% 33% 28% 25% 16% 15% Spring 2009 Spring 2010 Spring 2011 Fall 2011 Source: Experian Simmons New Media Study, Fall 2011
  9. 9. Mobile & Email TargetingEmail delivers reach on mobile devices Activities Last 30 Days 71% 67% 65% 63% 62% 59% 57% 44% 46% 38%40% 27% 22%24% 17%17% Shopped Pictures Games Games Social Music Music Video Video Email Email SMS Web Web Pics IM Source: Experian Simmons National Consumer Study, Winter 2012; Experian Simmons New Media Study, Fall 2011
  10. 10. Mobile & Email TargetingEmail is a common simultaneous activityduring other media engagement Mobile 2%2% Penetration 3%Phone 4% % U.S. Adults24% 6% 7% 8% 16% Smart10% Phone Penetration % U.S. Mobile Phones Source: Experian Simmons New Media Study, Fall 2011
  11. 11. Mobile & Email TargetingTime-of-day planning insight
  12. 12. Email in MotionIn April, mobile opens surpassed that of desktop & webmail.0.6 Desktop Webmail Mobile0.50.40.30.20.1 0 Source: Litmus
  13. 13. Time of weekDesktop scores high during the week while webmailand mobile take the lead on weekends. Webmail Mobile Desktop Source: Delivra
  14. 14. Why Optimize? Consumer Frustration with Mobile Email80% 63% 18%of consumers find of Americans of mobile emailreading marketing would either close users said theyemails on their or delete an email would unsubscribemobile less easy not optimized for from an email thatthan on a PC mobile looked bad on their mobile device Source: Delivra, ClickZ
  15. 15. Down the mobile path… 3 Step ApproachTest Strategize OptimizeTesting with Litmus Determine how to Test and optimize– define who your message to those emails via variousmobile users are, users methodsengagement levels,what devices theyare on
  16. 16. Responsive Design Mobile Friendly Movable Ink
  17. 17. Creating a fluid template Allowing the design to be flexible according to the width of the emailResponsive Design Simple structure Follow more of a stacked content approach but can work within a column based format Code once & test Create a template where content can easily be updated without having to recode
  18. 18. Desktop
  19. 19. Chrome Gmail / Media QueryAndroid With Media Query / Fluid Layouts
  20. 20. Adjusting the width Consider reducing the width to 560-580 pixels wideMobile Friendly Content size & coverage Increase the point size of your copy but look to trim back on extensive content Spacing Be sure to leave at least a 40 pixel radius around each call-to-action
  21. 21. Standard Mobile FriendlyProduct name is Increasedbarely readable point size
  22. 22. Real-time relevant content Utilize custom apps to provide real-time content in your email that can be based on device, location, and time of dayMovable Ink Device Targeter Serve up content only for mobile users Local Maps Show local maps based on where the user open their email
  23. 23. Device TargeterCustomize content to thedevice on which your emailIs read.
  24. 24. Local MapsShow local maps withpoints-of-interest basedon where a recipientopens your email.
  25. 25. Thank YouMark.Fauntleroy@Experian.com David.Kepets@Experian.com
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