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Implementing & Utilising M-Commerce - Kevin Edwards, Affilaite Window and bu
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Implementing & Utilising M-Commerce - Kevin Edwards, Affilaite Window and bu

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  • 1. Implementing andUtilising M-commerce Kevin Edwards, Affiliate Window &buy.at Maggie Lonergan, Fortune Cookie Mark Andres, vouchercloud
  • 2. TheThe Mobile AffiliateLandscapeLandscape
  • 3. Mobile device split (clicks)
  • 4. Mobile device split (sales)
  • 5. True mobile measurement? 275% 260%
  • 6. Daily split of sales – mobile vs. desktop *w/c 13th February 2012
  • 7. The opportunity: 2011 into 2012 £2 £2 405k 518k 8. 3. 3m 2m 9.3m 23.7m
  • 8. Travel mobile data: Airline
  • 9. Travel mobile data: OTA
  • 10. Travel mobile data: OTA
  • 11. Travel mobile data: Hotel chain
  • 12. Mobile basket dissected
  • 13. AOVs – high vs. low value hotel rooms 50% AOV 112% AOV
  • 14. UK hotel chain: Click to sale conversion
  • 15. UK hotel chain: Clicks vs. sales 12.6%clicks 8.7% clicks 2.7% sales 6.1%
  • 16. Publishers making mobile workMobile sales: 5.7%Travel ticket advertiser mobile sales: 46% Mobile sales: 7.7%Mobile sales: 6.8% As % entertainment advertiser: 45%
  • 17. with affiliate trackingTop AWin advertisers inplacewith m-commerce sites
  • 18. What do they have in common?
  • 19. The dilemmaHugely successful affiliateBurgeoning sector worth c.£1bnOver indexes on many customer quality indicesCreated powerful retail brand (top 50 UKHitwise retail sites)Offers range of promotional opportunitiesFocused on demonstrating incremental salesMulti-channel – 2011 app launched...
  • 20. The dilemma
  • 21. Missed opportunities? “Probably. My other app based on Dutch retailerDevMobile bol.com, saw conversion increase from 8 to 12%: a 50% increase in sales.”
  • 22. Does it make a difference?2.1% sales through 3.1% sales through mobile mobile4.2% sales through 5.4% sales throughmobile (with iPad) mobile (with iPad)
  • 23. Does it make a difference?
  • 24. Are they incremental?Advertisers focus on the iPhoneSector & time considerations(low basket, impulse)m-commerce sites enable mobileoptimisation and happy customers... ...and happy affiliates
  • 25. Follow the consumer• 17% of mobile phone users downloaded a voucher on their mobile device in Q1 2011• 32% of shoppers would not have bought it they didn’t have a voucher• 10% MVC traffic through mobile... (Neilsen)
  • 26. Voucher insights• High traffic, fewer sales• Female, high earners• iPhone/Android now neck and neck• Used to increase footfall & AOV• Connection speed issues• What impact will NFC have?• Strong offer = wider geographic reach: B&Q
  • 27. Closing the loop
  • 28. Some final thoughts• Affiliates are becoming multi-channel: – Understand the range of activity• Incremental sales or minimising lost traffic?• Travel sales are not at the level of retail• Tracking is a serious threat• Prioritise, test and optimise• Who knows how big mobile could be…?
  • 29. Thank you!?Sign up for the Strategy Newsletter strategy@affiliatewindow.comKevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.com020 7553 0354 @Affwin_Strategy
  • 30. Mobile Opportunities Mobile Opportunities  Mobile Adverts  Mobile Vouchers  Call Tracking  Push Notification & SMS  Mobile Apps  M-commerce  Closed ChannelsMark AndresHead of Affiliates  Final Points / Summarymark@vouchercloud.com  Questions ?Tel. 0117 934 1493
  • 31. Mobile AdvertsBanner Advert
  • 32. Mobile AdvertsTakeover Advert
  • 33. Mobile Vouchers
  • 34. Call TrackingPay Per Call / CPA
  • 35. Push Notification & SMS
  • 36. Mobile Apps
  • 37. M-commerceDriving traffic to mobile friendly websites
  • 38. M-commerceDriving traffic to mobile friendly websites
  • 39. M-commerceDriving traffic to mobile friendly websites
  • 40. Closed ChannelA feature that allows brands to add their own channels to the app.Consumers will then be able to install the channels they wish
  • 41. Final Points / Summary  Multichannel  M-Commerce  Retargeting
  • 42. Thank you!?Sign up for the Strategy Newsletter strategy@affiliatewindow.comKevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.com020 7553 0354 @Affwin_Strategy