Connect with the DMA…• The #tag for this event is: #dmamobile• LinkedIn: DMA: Direct Marketing Association (UK) Limited• Twitter: @DMA_UK/ @DMANorth• DMA Website: http://www.dma.org.uk• Email: email@example.com or firstname.lastname@example.org• Phone: 020 7291 3300 or 0161 918 6722
Today’s agenda• 13.15 – 13:40 Registration and Coffee• 13.40 – 13.45 Welcome and Introduction• 13.45 – 14.25 The Business Case for Mobile Marketing, Mark Brill• 14.25 – 14.45 Response and Acquisition: Messaging it’s a bit old hat isnt it? Jason Palgrave-Jones• 14.45 – 15:15 How to conduct an enduring, meaningful relationship via Mobile? Richard Hicks• 15.15 – 15:35 Coffee Break• 15:35 – 16:05 CRM & Service: Mobile Web: There’s a bandwagon, so why not jump on it? Jo Garcia• 16:05 – 16:35 Emerging Mobile: What does the future look like? Mark Brill• 16:35 – 17:15 Exercise: How to build your own Mobile website• 17:15 – 17:30 Event Summary, Mark Brill
Random Fact #180% of young people would rather spend … their last £10 topping up their phone than buying food!
The Challenges for Mobile MarketingBroadest info technologyAlways there, always onGreat engagement & responseExciting and interactive content But … Many standards, technologies and channels Highly personal Few measurement standards Confusing regulatory practices
Mobile marketing is … Service Marketing Commerce
Mobile can have different roles MOBILE ONLY MOBILE AS CORE MOBILE IS COMPONENT Sometimes it’s all It can be a mobile Or it can be just one based around centred integrated element of the mobile experience interaction, joining other bits of advertising or service
And what do they do? 48% 89% 35% 38% 24% 7% 45% Comscore: Jan 2012
Mobile is a multi-functional device My schedule My news My friends My music My fun My shopping
Why mobile marketing? 72% of people would opt-in to messaging for the right incentive*Mobile advertising spend has doubled each year since 2007 (and it’sstill rising) *** 12% of mobile owners have made apayment through their device and is predicted to increase by 100% year onyear ++47% of people have a positive view of personalised ads on their mobile*** 48% of smartphone owners look for offers and discountson their device (and have up to 10x the redemption rate)+ 92% of brand messages are read, and over 85% withinthe first hour* Sources: * DMA/IAB, 2010 // ** O2, 2009// ***IAB, 2011// + Google Ipsos 2012 // ++ Pew Research 2012
Random Fact #2In their first 5 weeks,Drawsomthing had … 20 million downloads. That’s more than Foursquare achieved in three years.
Understanding Mobile Users Innovative Immediate Relevant Personal Trustworthy
Mobile is Innovative and Personal newspapers comprehensiveanother plus is I’m theonly user where as a up to datelaptop I share with the informationwife! immediate trustworthy internet convenient on PC persuasive personalised for me innovative radio mobile TV undemanding entertaining mood setter I like to try new things relaxing I like to try new things fun withmy new phone with my new phone creative magazines stylish
And then there are the Digital Natives Us Them
It means brands have to think differently Wha’eva Social Networks Mobile web Widgets GamesBuy it! MatesBuy it! Email Apps SMS Branches Viral Call Centres IM Own-brand web sites TV Advertising Direct Mail Outbound calling
Random Fact #330% of apps on parentssmartphones have … been downloaded by their children
Tech to deploy mobile marketing Messaging Mobile Web Apps Proximity
Random Fact #426% of smartphone shoppers owners have … Bought from a competitor whilst in-sore on their device
If mobile is so great, why isn’teveryone doing it?We don’t understand of it How do we know it works? How can you measure it? Too much technology There’s too many regulations for our sector ‘Our customers won’t like it’
Is there a problem with spam? 58% of UK consumers received a spam SMS in August 22% of consumers included 2011 soft opt-in marketing as spam 18% had received 10+ messages DMA/Touluna Quicksurvey 2011
Spam and The Regulations UNSOLICITED: OPT-IN: BEST PRACTICE MISLEADING CONDITIONAL Accident Claims Prize DrawsMALICIOUS Debt UNSOLICITED: Alcohol OPT-IN:Lotto PPI NO OPT-IN Children UNEXPECTEDPhising No T&Cs Old dataPremium No brand ID Unclear T&Cs OFT ICO ICO ASA Brand PPP MOJ OFT ICO (?) Criminal OFT
Random Fact #54% of all SMS is spam. With email that figure is … 75%
It’s not just messaging Are Audi A4s really that horrible to drive? ...drives like there is a drunk behind the wheel If their cars handled like this the company would be in big trouble I feel ripped off – even though the game was free! Just like a real A4 –it’s boring and tedious
A strategy should be in all channels―What are your business/campaignobjectives?―What problems are you looking to solve?―Who are your users and where are they inthe mobile landscape?―What are the business barriers toimplementing mobile?―Who are your mobile evangelists?―How will you develop your ideas?―What does success look like?―What is your roadmap for the future?―An app is NOT a replacement for astrategy
Random Fact #6When Facebook bought Instagram for$1 billion their employees numbered … 13. That’s $76m per staff member
Best Practice... is about understandingour users expectationsand meeting them (oreven exceeding them)
To sum up …- Mobile is a significant channel and still growing- It can be used for a range of brand activities- Brands should not be led by tech be led by what it can do- Your users expect a GREAT experience- Plan your strategy- Learn from other campaigns- Don’t abuse their permissions and deliver best practice
Response and AcquisitionMessaging: it’s a bit old hat isn’tit?Jason Palgrave-JonesBusiness Development Director
Need convincing? There are Over 6.25.8 billion 30 million trillionmobile phones phones are sold in SMS worldwide the UK each year messagesaccounting for (bbc.co.uk) will be sent in 2012 87% (bbc.co.uk) of the global population Mobile devices will soon outnumber humans by 2016 (Cisco research)
Not so ‘old hat’ 40% of UK consumers are 2012 marks interested in being Almost 50% of mobile contact via mobile consumers who messaging’s by advertisers respond to mobile20th anniversary (thedrum.co.uk) text marketing go (utalkmarketing.com) on to buy (Mobithinking.com) 81% of adults keep their mobile switched on all of the time, even when their in bed (media.ofcom.org.uk)
Case study: Sales PromotionLooking at the last two campaigns we spent a total of just over £500 on text credits whichyielded £8,000 gross profit. An ROI rate of 16:1 Jonathan Broad, Marketing Manager Challenge ENO wanted to increase attendance to times of certain shows. Solution ENO sent last minute offers for specific performances where they had excessive tickets left. Results •£500 spent on texts that yielded £8,000 gross profit. •An ROI rate of 16:1
Case study: Customer Service Through our mobile text service our customers can manage their finances with ease, and rest assured that they have access to their accounts on the move at any time of the day 365 days of the year Gary Solomon, Head of Marketing and AcquisitionChallenge1.Provide customers the ability to get an immediatebalance by phone.2.Let customers immediately send in a photo of theirpassport rather than post, fax or scan and email it.Solution1.Customers text: BALANCE to 607771.Customers2.Customers take a picture of passport then MMS it toCard One’s unique number. This arrives at Card One asan email with the attachment.Results1. 80% of customers use the mobile banking facility.2. Customer feedback has been excellent.
Case study: Operational Alerts& Cost Saving InitiativesTextlocal provides a real time communications solution. We can guarantee that at least95% of our members will read what we send Saad Afzal, General Manager Challenge 1.Reduce inbound calls relating to ticket allocation requests. 2.Notify Season Ticket holders of emergency events e.g. late kick off, traffic accidents etc. Solution 1.Texts sent to customers as soon as allocation is decided. 2.Simple text sent to the pre-created ‘Season Ticket holders’ group. Arrives in 4 seconds. Results 1.Significant reduction in call volumes from people, relating to whether they had been successful or not. 2.Great Season Ticket holder feedback.
Case study: Reminders& ConfirmationsThe Textlocal system is so simple to use, and means we can communicate with every student instantlyto make sure they attend their appointments on time. It means that our guidance service, whichensures all students are receiving the right support and encouragement to succeed, can run efficientlyand effectively. Karen Fitzsimmons, Careers and Employment Department Challenge Reduce the number of missed appointments for their Careers & Employability Service. Solution Texts sent automatically from their CRM system to students the evening before their appointment. Results Significantly reduced the number of no-shows. Text service then used to keep students informed about other activities as well.
Case study: Lead Generation& Brochure Request ServiceWe have used every other form of marketing and advertising and we needed to combat spirallingcosts. Mobile marketing gives us a massive return on investment. Mike Ashcroft, Tessuti OwnerChallengeCollect mobile numbers for future SMS promotionsand new stock arriving texts.SolutionText: TESSUITI to 60777ResultsMobile Marketing gave a massive return oninvestment and provided an excellent tool forpromotions and special offers.
Case study: Ticketing For Events“Using QR Codes to track attendees meant that Greenpeace staff could easily use mobile phones to trackwho attended. Being able to track everyone electronically through the Textlocal reporting system workedperfectly for us, as we were able to follow up with our supporters accordingly to say thank you for coming,or reach out quickly to those that couldn’t make it with a separate message.” Molly Brooks, Digital Marketing Co-ordinator at GreenpeaceChallengeGreenpeace worked with Textlocal to execute the launchevent of their famous Rainbow Warrior III ship.SolutionThey embraced the latest mobile technology using QR Codesto track attendees and to improve the efficiency of theirmarketing efforts to their supporters.Results•Mobile made the whole process fast and accurate.•Reduction in the need for paper forms at the eventand is therefore kinder to the environment.
Textlocal’s Top Tips to a perfectSMS campaign 1 . C all to ac tio n 2. Go od ti min g 3 . K ee p it 4. Av oid s ho rt repe tit ion 5 . C le an s e yo ur da t 6. Tr ac k ab as e y ou r p ro 7 . Gr o w y g re ss ou 8. Resp e r au die nc e c t o pt -ou t 9 . Send r s el ev an t m 10 .G et p es sa ge s e rs on al
This is most likely to be driven by (44%) TV adverts as 1 in 2 smartphone consumers looking for quick convenient price and product owners have informationfollowed up an advert or recommendationon their mobile phone Because… Looking for… 46% stated 40% product convenience information 41% said it was 37% price the only device information available to them at the time
Extending Enjoyment extra content, build up and catch upSelf Expression support, vote social, with friends andSharing new friends participation, gettingConnecting closer
• Rewarding customer for brand knowledge• Can be used to hypercharge brand message towards end of campaign• Brand awareness increases by 60% after 4 exposures*• To be available on both long and short form May/June 2012• Innovations in development: AdExplore, AdPlay, Adsave
The Mobile Internet: There’s a bandwagon, so why not jump on it?Jo GarciaBusiness Development DirectorJo.email@example.comMobile: +44 7850 927 501
But then – who is? Site rendered for mobile Amazon Sites YES Home Retail Group No Play.com Sites No Dixons Stores Group No Wal-Mart YES John Lewis Partnership YES HMV YES Arcadia Group Limited No GAME Group PLC No Marks & Spencer YES NEXT Group YES Boots Plc YES IKEA No Comet YES
“Mobile is the new face of engagement. Businesses should stop thinking about it as a small website on a tiny computer, and start thinking about mobile as being deeply embedded systems of engagement.” Ted Schadler: Principle Analyst, Forrester
The stellar rise of mobile usage 53% UK Smartphone Ownership* 24.6 million – Mobile Internet Audience* £203 million – UK Mobile Ad Spend**Tablets 72% growth in 7 months* Mobile visits to e‐retail sites up to 8.2% £134.3 million Search = 66%** *comScore Mobilens Jan 2012 **IAB/PWC March 2012
Mobile web set to overtake fixed internet Source: Morgan Stanley 2010
AM• Finance/banking (20%)• First choice (29%) Morning Rush 10am-12pm Breakfast Slot 6am-9am• News/weather (29%), and traffic/travel (13%)• First choice (34%) Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
PM • Careers (10%), search (19%), and• Social media (41%), music/radio (17%) news/weather (23%)• Bored (32%), time saving (25%) • Only way to access (19%), private (17%) Me time Lunch 9pm-12am Break 12-3pm Feet Up Out & 6pm-9pm About 3pm-6pm• entertainment (26%), games (25%), sport • maps (13%), directories/classifieds (20%) and shopping (18%) (12%) and search (20%)• Instead of PC(21%), time saving (27%) • Prompted by other media (13%) Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
How consumers are using their mobile devices40% Smartphones & 42% Tablets Dual Screening* Tablet owners 4+ hours per week on retail sites**£2.4m ad revenue on tablet*** 24% take mobile shopping to compare prices****54% of display advertising is in App** *Neilsen ***IAB/PWC March 2012 **IAB MOJO Study Jan 2012 ****Google‐Our Mobile Planet
How consumers are using their mobile devices US adults spend daily 65 minutes with mobile vs. just 44 minutes with print magazines & newspapers combined 10% share of adults’ media time each day ‐ but less than 1% of ad $ eMarketer Dec 2011
UK Mobile Marketplace – Ad Expenditure2011 £203m 2010 £83mMobile Display Advertising Mobile Display Advertising£68.9m £28.1mPaid for search on Mobile Paid for search on MobileInternet £134.3m Internet £54.9m Top 5 display ad categories: Entertainment & Media ‐ 23.2% (32.9% in 2010) Telecoms ‐ 14.9% (14.3% in 2010) Consumer Goods ‐ 14.4% (11.8% in 2010) Retail – 12.3.% (5.5% in 2010) Finance – 10.3% (18.6% in 2010) IAB & PwC research
But then – who is? Site rendered for mobile Amazon Sites YES Home Retail Group No Play.com Sites No Dixons Stores Group No Wal-Mart Yes John Lewis Partnership YES HMV YES Arcadia Group Limited (Top Shop Y) No GAME Group PLC No Marks & Spencer YES NEXT Group YES Boots Plc Yes IKEA (Promising, but NO) No Comet YES
Mobile Search1 51% of mobile browsers use search 2 Mobile search has increased 500% in 2 years3 PPC campaigns offer better value than desktop4 Targeting is more precise on mobile 5 13.4% of paid search from mobile clicks* * Source: Latitude Report 2012
Mobile minutes spent online in UK GSMA UK comScore December 2010
March 2012 – Month of the Mobile! (nearly!)250 billionth App downloaded - AppleGoogle’s Android Market Renamed Google PlayGoMo CampaignFacebook Mobile Ads
Section 3: Snapshot of the market –Best Practice in Mobile Advertising
Ad Formats - static EDITORIAL INTEGRATION BANNER TENANCY LINK
Section 4: Snapshot of the market –Best Practice in Mobile Search
Mobile Search is Different... ad slots ad slots ABC Restaurant ABC Restaurant Fine dining for any occasion. Fine dining for any occasion. Fresh, organic ingredients. Call us now to reserve a table! www.abcfood.co.uk 020 7031 1000
Local drive to Mobile Search 33% of all search queries have local intent 15% of iPhone applications are local Get driving Walk into a directions store
Unique Feature – Click to Call Advertisers who use click-to-call get a 5-10% increase in CTRs CTC provides a safety net and doesn’t cannibalize URL clicks restaurant restaurant Paolo’s Italian Restaurant www.paolositalian.co.uk Fine dining for any occasion. Featuring organic and fresh ingredients. 01342 945547‐ 20 London Road, East Grinstead, West Sussex, RH19 2TA Sussex restaurant reviews Find the perfect restaurant. Hours, reviews, directions & more. Book a table and read …
Unique Feature – Click to Download Promote Apps with mobile search: Link directly to the download page for Apple App Store and Android Market
M&S M&S m‐site 1.2m visitors and 13,000 orders since launch 10million page views and 13,000 orders from the site One single order of £3,280 – 2 sofas! (Up to Dec 2010)113
Furniture VillageMobile AOVs surpass online for Furniture VillageMobile being used as both a research and purchase toolThe importance of mobile in offline retailOver 1 in 5 visitors now arrive at the website via a smartphone or tablet “The mobile website has created a new shopping experience for our customers. It’s not an uncommon sight to see someone sat on the very sofa that they’re looking at on their phone.” Charlie Harrison, head of e‐commerce at Furniture Village
John Lewis• 20% of respondents would buy from a competitor if no site available on their mobile• Retailers risk losing 30% of potential business by not having a site that works on mobiles• Android/iPhone users are 28% more likely to recall static ads BUT• 50% more likely to recall the rich media ads Source: IAB Rich Media Brand Effectiveness Study July 2011
ArgosMobile channel delivered £90m +worth of incremental revenue in 2010Text & Reserve £30m worth ofreservations in 201040m notification messages in 2010 =210% annual growth6m unique members withinnotifications & 4m Opted In formarketing activities
Go Outdoors • Mobile Loyalty Scheme for discount card holders • First Smartphone based loyalty scheme • Redeem exclusive deals at the Point Of Sale • Bringing together mobile phone technology, terminal & EPOS payment systems
• Web Site • Email Alerts • Mobile Site • Mobile App • SMS Alerts • Weekly Film Times • Targeted Promotions118
Unilever• Embraced Mobile • Mobile Promotions• Enhanced Customer Data• Social Media Integration
SummaryDistinct business advantage for businesses who optimise their sites for mobileClear benefit for retail & mCommerce - but not just retail...Optimise for internet – apps can follow, if appropriateMobile market is moving away from feature phones – but not everyone has aniPhone!Increased activity on the mobile internet – higher levels of browsing & searchIncreased mobile advertising & more creative use of ad formatsMobile is an “always on” companionConsider Mobile opportunities in integrated cross channel marketing activity
The future seems uncertain?But in reality we already know what it is Because the future is already here
Thank you for listening! Any questions? firstname.lastname@example.org @marktxt4ever txt4ever.wordpress.com
Making Mobile Marketing WorkBUILD YOUR OWNMOBILE SITE
So what’s changed? It used to be a specific activity: • Full sized keyboard • A chair/desk • Constant power and connection
A new context for mobile • Different device capabilities • Different screen sizes • Different locations • Different intent Mobile web is different
Understanding mobile UXGoogle defines three types of behaviours•Repetitive Now•Bored Now•Urgent NowForget trying to control the user•Mobile sites should be ‘loose’•You can’t plan how it will look on every device•Let the users tweak•Think ‘mobile first’•Content – should we be thinking more like anapp?
We hope you enjoyed today’s session! A final thank you to all of today’s speakers: Mark Brill, Formation Jason Palgrave-Jones, Textlocal Richard Hicks, ITV Gillian Roberts, ITV Jo Garcia, Traction And our sponsors:
Presentations will be emailed to you tomorrow.Please return your completed evaluation forms andbadges to the registration desk we look forward to seeing you again!
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