Implementing andUtilising M-commerce Kevin Edwards, Affiliate Window &buy.at Maggie Lonergan, Fortune Cookie Mark Andres, ...
TheThe Mobile AffiliateLandscapeLandscape
Mobile device split (clicks)
Mobile device split (sales)
True mobile measurement?                           275%                           260%
Daily split of sales – mobile vs. desktop                 *w/c 13th February 2012
The opportunity: 2011 into 2012      £2                        £2      405k             518k        8.                    ...
Travel mobile data: Airline
Travel mobile data: OTA
Travel mobile data: OTA
Travel mobile data: Hotel chain
Mobile basket dissected
AOVs – high vs. low value hotel rooms     50% AOV                             112% AOV
UK hotel chain: Click to sale conversion
UK hotel chain: Clicks vs. sales      12.6%clicks      8.7% clicks       2.7% sales       6.1%
Publishers making mobile workMobile sales:                            5.7%Travel ticket advertiser mobile sales:   46%    ...
with affiliate trackingTop AWin advertisers inplacewith m-commerce sites
What do they have in common?
The            dilemmaHugely successful affiliateBurgeoning sector worth c.£1bnOver indexes on many customer quality indic...
The   dilemma
Missed opportunities?                            “Probably.                            My other app based                 ...
Does it make a difference?2.1% sales through      3.1% sales through     mobile                  mobile4.2% sales through ...
Does it make a difference?
Are they incremental?Advertisers focus on the iPhoneSector & time considerations(low basket, impulse)m-commerce sites enab...
Follow the consumer• 17% of mobile phone users downloaded a  voucher on their mobile device in Q1 2011• 32% of shoppers wo...
Voucher insights•   High traffic, fewer sales•   Female, high earners•   iPhone/Android now neck and neck•   Used to incre...
Closing the loop
Some final thoughts• Affiliates are becoming multi-channel:    – Understand the range of activity•   Incremental sales or ...
Thank you!?Sign up for the Strategy Newsletter strategy@affiliatewindow.comKevin Edwards, Affiliate Windowkevin.edwards@af...
Mobile Opportunities Mobile Opportunities                       Mobile Adverts                       Mobile Vouchers    ...
Mobile AdvertsBanner Advert
Mobile AdvertsTakeover Advert
Mobile Vouchers
Call TrackingPay Per Call / CPA
Push Notification & SMS
Mobile Apps
M-commerceDriving traffic to mobile friendly websites
M-commerceDriving traffic to mobile friendly websites
M-commerceDriving traffic to mobile friendly websites
Closed ChannelA feature that allows brands to add their own channels to the app.Consumers will then be able to install the...
Final Points / Summary      Multichannel      M-Commerce      Retargeting
Thank you!?Sign up for the Strategy Newsletter strategy@affiliatewindow.comKevin Edwards, Affiliate Windowkevin.edwards@af...
Implementing & Utilising M-Commerce - Kevin Edwards, Affilaite Window and bu
Implementing & Utilising M-Commerce - Kevin Edwards, Affilaite Window and bu
Implementing & Utilising M-Commerce - Kevin Edwards, Affilaite Window and bu
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Implementing & Utilising M-Commerce - Kevin Edwards, Affilaite Window and bu

  1. 1. Implementing andUtilising M-commerce Kevin Edwards, Affiliate Window &buy.at Maggie Lonergan, Fortune Cookie Mark Andres, vouchercloud
  2. 2. TheThe Mobile AffiliateLandscapeLandscape
  3. 3. Mobile device split (clicks)
  4. 4. Mobile device split (sales)
  5. 5. True mobile measurement? 275% 260%
  6. 6. Daily split of sales – mobile vs. desktop *w/c 13th February 2012
  7. 7. The opportunity: 2011 into 2012 £2 £2 405k 518k 8. 3. 3m 2m 9.3m 23.7m
  8. 8. Travel mobile data: Airline
  9. 9. Travel mobile data: OTA
  10. 10. Travel mobile data: OTA
  11. 11. Travel mobile data: Hotel chain
  12. 12. Mobile basket dissected
  13. 13. AOVs – high vs. low value hotel rooms 50% AOV 112% AOV
  14. 14. UK hotel chain: Click to sale conversion
  15. 15. UK hotel chain: Clicks vs. sales 12.6%clicks 8.7% clicks 2.7% sales 6.1%
  16. 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. 17. with affiliate trackingTop AWin advertisers inplacewith m-commerce sites
  18. 18. What do they have in common?
  19. 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. 20. The dilemma
  21. 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. 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. 23. Does it make a difference?
  24. 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. 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. 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. 27. Closing the loop
  28. 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. 29. Thank you!?Sign up for the Strategy Newsletter strategy@affiliatewindow.comKevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.com020 7553 0354 @Affwin_Strategy
  30. 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. 31. Mobile AdvertsBanner Advert
  32. 32. Mobile AdvertsTakeover Advert
  33. 33. Mobile Vouchers
  34. 34. Call TrackingPay Per Call / CPA
  35. 35. Push Notification & SMS
  36. 36. Mobile Apps
  37. 37. M-commerceDriving traffic to mobile friendly websites
  38. 38. M-commerceDriving traffic to mobile friendly websites
  39. 39. M-commerceDriving traffic to mobile friendly websites
  40. 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. 41. Final Points / Summary  Multichannel  M-Commerce  Retargeting
  42. 42. Thank you!?Sign up for the Strategy Newsletter strategy@affiliatewindow.comKevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.com020 7553 0354 @Affwin_Strategy
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