Mobile Marketing Trends 2014
Rob Thurner
Founding Partner
Burner Mobile
Mobile marketing techniques to apply for success i...
Recommended channel hub page:
SmartInsights.com/mobile-marketing

2
Rob Thurner
@burner_mobile
Mobile consultant, author, trainer, speaker









20 years digital and traditional m...
#1 Time to grasp the big picture!
“Rapid ramp of mobile
internet usage will be
a boon to consumers
and some companies
will...
Poll # 1
 What’s the role of mobile in your 2014 plans?
a)
b)
c)
d)
e)

Customer acquisition
CRM and loyalty
mCommerce
Al...
“Omni-channel challenge”

SINGLE
CHANNEL

CROSS
CHANNEL

OMNI
CHANNEL

60% of retailers list omni-channel as their
top bus...
Mobile shoppers spend more

Source: Google Shopper Marketing Agency Council
7
In-store – are you ready?
84% OF SMARTPHONE OWNERS
USE THEIR DEVICE WHILE SHOPPING

Offers

44%

Prices

44%

Locate

58%
...
#2 Develop a robust mobile strategy

Source: Smart Insights / Burner Mobile

9
Most focus on customer acquisition
Mobile
advertising

Site +app
development

Social
Mobile

Mobile PPC

Source: Burner Mo...
Bigger opportunity for long term loyalty
Mobile
advertising

Basic appdevelopment

Social
Mobile

Mobile PPC

Data
Integra...
Allocate resource and budget

Source: Smart Insights / Burner Mobile

12
Adapting might even involve
‘stepping on some toes’
VIDEO
Alexander von
Schirmeister - He
gave mobile
commerce unit
‚Our C...
What are your investment plans for 2014?
“Our mobile spend is probably
at 5%. It should be around 1520% of our overall spe...
Poll # 2
 Which stakeholders understand your mobile
plans for 2014
a)
b)
c)
d)
e)

The Board
Marketing
Sales
Data and ins...
#3 Track behaviour & customer journeys

16
Multiple screen adoption

Source: Google

17
Tablets for “relaxed creativity”
Why did you choose to use this device as opposed to another device?

49% Easiest for me t...
Mobile demands permission!

“Mobile users invest their own time creating their own devices, with
personalised wallpapers, ...
#4 User Experience is paramount

20
#5 Optimised sites maximise engagement

21
FT HTML5 use case

22
Mobile web – responsive or adaptive?
 Three approaches commonly used across the web that
address multi-device users and a...
Responsive web design




Responsive web design (RWD) optimizes your site experience across
different screen sizes witho...
Adaptive web design



Webservers detect what device customer is using and serve up
custom pages (HTML + CSS) on the sam...
Poll # 3
 Is you site mobile optimised?
a)
b)
c)
d)

Yes – responsive design
Yes – adaptive design
Not yet
Not sure

26
#6 What’s the rationale for an(other) app?


Be honest about whether you need an App or should focus on

mobilising the s...
Preference of app over web
London Olympics 2012:
Mobile App Usage vs Mobile Web Usage
Share of page views/
Mobile events

...
Drive app usage - push notifications

Her profile
• Preferences

Your content
• Timely
• Relevant

• Location

• Useful

•...
App push notifications - targeting

Current location

User preferences

Location history

Mobile behaviors

Data integrati...
App push targeting - by segment

Use existing content

Make offers more
actionable
Source: Urban Airship

Enable customers...
App push targeting - by location

Macy’s
The Burberry Store Opening
Event is today in the Macy's
Herald Square Store!

Use...
#7 Make search quick & easy
… 50% of mobile sessions start with search

33
#7 Mobile SEO – deep linking please!

34
#7 Mobile PPC – bid aggressively!
 Google Adwords enables specific targeting
 More limited inventory and specific target...
#8 Google Mobile Adword extensions

36
#8 Mobiles ads – microtargeting
Target Burberry
specific target
demographic in
terms of
income, occupati
on type, gender
a...
#8 Mobiles ads – dynamic
performance optimisation
 Geo- targeted to London only
 System optimises automatically to best ...
Driving traffic – behavioural targeting
AFFLUENT LONDONERS
FASHION LOVERS

Collect
Consumer
Behavior
Data
Observe consumer...
#9 Connecting
loyalty + location + payment






Check and charge up your
Starbucks Card
Pay with your iPhone or iPod
...
#9 NFC = Not For Commerce? For Loyalty?

41
#10 Conversion Rate Optimisation
… constant improvement

Source: eibDIGITAL

42
Performance optimisation - Amazon

Source: eibDIGITAL

43
Summary
 Mobile = acquisition + loyalty + conversion
 Create and meet needs of mobile personas as basis for
behavioural ...
Mobile resource – Amazon ebook
To order your
copy, Text
KNOWLEDGE + your
email address to
88600

Or search for Winning wit...
Thank you for your time

Any questions?
rob@burnermobile.com
07793 804419
@burner_mobile
46
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Mobile marketing trends 2014

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Mobile marketing trends and examples for 2014.

Presented as a webinar by Rob Thurner at the Smart Insights Digital Marketing summit.

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  • http://www.amazon.co.uk/s/ref=ntt_athr_dp_sr_1?_encoding=UTF8&field-author=Rob%20Thurner&search-alias=books-uk&sort=relevancerank
  • http://www.smartinsights.com/mobile-marketing/mobile-commerce/mobile-shopping-experiences/#comments-sectionWaitrose wifi
  • + Consumers lead, and expect+ Change mngt process – build consensus, unlock budget – win com advan+ Disruptive force – opportunity or threat TOWS?+ Train the indiv or the team? Mobile – great for your career
  • 70% m commerce on tablets80% of tablet use in-homeCompanion device
  • Simple demonstration of keeping the user in mind. The content and the design will be impacted by the user needs/UX
  • HTML 5 will bring the rich media experience and interaction to the mobile web. Apps may have a smaller place in mobile as a result.
  • FT success in breaking away from Apple and using mobile web.
  • Every business has different requirementsYou must review the pros/cons for each option http://www.google.com/think/articles/business-perspective.html
  • When a customer visits your website, it’s possible for your webserver to detect what kind of device they are on and present a custom page (HTML + CSS) on the same URLThese custom pages can be designed for any kind of device—mobile phones, tablets, desktop computers and even Smart TVs
  • London 2012 Olympics showed the app was much more popular, The mobile app was used by many more people and for downloading many more pages than the mobile webWhy? Mobile, context –live events
  • But not all push is good push! We’re here to help you figure out how to do it right. Customers give you permission to engage, and give you a lot of information about themselves. In return, companies must provide value that makes life better (something useful, interesting, time-saving, money-saving, funny, etc.) The cycle continues—the more you know about a client, the more valuable your content has the potential to be. RESULTS of this enhanced relationship: Revenue & cost savings (example of the latter: Walgreen’s savings from fewer prescriptions not picked up)Brand loyaltyEnhance customer’s lifetime total value 2+ hours/day spent in apps (Gartner)
  • Location gives insight on where they’ve been (and can predict where they’re going) so you can tailor messages to be ready for their next buying decision or the next time they need info. Get the right message, to the right people, at the right time AND placeLocation is what makes mobile marketing truly unique, and our tools let you leverage it for maximum relevancy.Rich mobile profiles allow for hyper-relevant segmentation, which increases user engagementFeatures:Geo targeting based on current location, or location profile over timeLeverage over 2.5M predefined location boundaries out of the boxAdd custom locations like store locationsPreference center, lets users tell you their interestsBehavioral targeting based on in-app user activityDevice info = time zones, tablet vs. smartphone, Apple vs AndroidIntegrate profile data from external systems – CMS, POS, Marketing Automation, etc
  • The social deals currently aren’t actionable
  • 50% m i/actions start w search85% location intent Google m first companyMake sure m search links to m optimised site
  • Ease, convenience, personalisationA Starbucks Card is the fastest, most convenient way to pay at Starbucks. And Starbucks Card Mobile is the perfect companion to your card. Your iPhone / iPod Touch will display a barcode that you use just like your card to make purchases at Starbucks. It’s fast. It’s easy. And it’s a revolution in mobile payment.With Starbucks Card Mobile, you can check your balance, reload your card with any major credit card or PayPal, view your transactions and conveniently track your Stars in the My Starbucks Rewards program.Features• Check your Starbucks Card balance• Reload your Starbucks Card with a major credit card or Pay Pal• View your transaction history• Pay with your iPhone or iPod Touch at in any of the 6,800+ company-operatedU.S. Starbucks stores and 1,000+ U.S. Starbucks Target locations.• Locate a mobile payment Starbucks near you.• Track your Stars in the My Starbucks Rewards program.
  • Visa trials NFC – not for commerce?
  • This diagram of different user journeys is aimed at helping mobile site owners think through the options of where to best spend their time initially. Working on which pages will help you improve leads and sales the most for the least effort? Where are you most likely to find the quick wins?
  • http://www.amazon.co.uk/Winning-Mobile-Creating-Marketing-ebook/dp/B00CO4U0PK/ref=sr_1_1?ie=UTF8&qid=1377169786&sr=8-1&keywords=rob+thurner
  • Mobile marketing trends 2014

    1. 1. Mobile Marketing Trends 2014 Rob Thurner Founding Partner Burner Mobile Mobile marketing techniques to apply for success in 2014 Digital Marketing Priorities 2014 Brought to you by: #PlanToSucceed <Insert a headshot pic>
    2. 2. Recommended channel hub page: SmartInsights.com/mobile-marketing 2
    3. 3. Rob Thurner @burner_mobile Mobile consultant, author, trainer, speaker         20 years digital and traditional marketing experience, 10 years in mobile Founder, Burner Mobile - Consultancy projects, white papers, keynotes in Europe & USA Author - 10 key decisions for mCommerce success (commissioned) - Winning with Mobile - Creating a strategy for Mobile Marketing, Mobile,Commerce and Mobile CRM. Download from Amazon Digital Tutor and Trainer in Europe and USA Mobile clients 3
    4. 4. #1 Time to grasp the big picture! “Rapid ramp of mobile internet usage will be a boon to consumers and some companies will likely win big (potentially very big) while many will wonder what just happened.” Mary Meeker, Kleiner Perkins Caufield & Byers Venture Capitalist, Silicon Valley 4
    5. 5. Poll # 1  What’s the role of mobile in your 2014 plans? a) b) c) d) e) Customer acquisition CRM and loyalty mCommerce All the above Not sure 5
    6. 6. “Omni-channel challenge” SINGLE CHANNEL CROSS CHANNEL OMNI CHANNEL 60% of retailers list omni-channel as their top business priority for 2013 6
    7. 7. Mobile shoppers spend more Source: Google Shopper Marketing Agency Council 7
    8. 8. In-store – are you ready? 84% OF SMARTPHONE OWNERS USE THEIR DEVICE WHILE SHOPPING Offers 44% Prices 44% Locate 58% Information 31% Source: Google Shopper Marketing Agency Council 8
    9. 9. #2 Develop a robust mobile strategy Source: Smart Insights / Burner Mobile 9
    10. 10. Most focus on customer acquisition Mobile advertising Site +app development Social Mobile Mobile PPC Source: Burner Mobile 10
    11. 11. Bigger opportunity for long term loyalty Mobile advertising Basic appdevelopment Social Mobile Mobile PPC Data Integration Messaging Coupons CRM & Loyalty Programmes Source: Burner Mobile 11
    12. 12. Allocate resource and budget Source: Smart Insights / Burner Mobile 12
    13. 13. Adapting might even involve ‘stepping on some toes’ VIDEO Alexander von Schirmeister - He gave mobile commerce unit ‚Our CEO created aabsolute internal unrest several lot of permission to years ago when hestep on toes a mobile commerce created 12.26-13.50 unit. He gave that mobile commerce unit absolute permission to step on other functions’ toes… eBay would not have been successful if that team hadn’t told everyone else to sod off.‛ 13 Alex Von Schirmeister, VP of Marketing, Operations & Advertising eBay Europe
    14. 14. What are your investment plans for 2014? “Our mobile spend is probably at 5%. It should be around 1520% of our overall spend. We will migrate this over the next couple of years” Joseph Tripodi, CMO, Coca Cola, Sept 2013 14
    15. 15. Poll # 2  Which stakeholders understand your mobile plans for 2014 a) b) c) d) e) The Board Marketing Sales Data and insights Not sure 15
    16. 16. #3 Track behaviour & customer journeys 16
    17. 17. Multiple screen adoption Source: Google 17
    18. 18. Tablets for “relaxed creativity” Why did you choose to use this device as opposed to another device? 49% Easiest for me to pick-up 37% Fastest at giving me what I need 37% Screen/interface is easier to use Preferred functionalit y 32% What I need in format I prefer 31% Always prefer to use this device 27% Has apps/programmes I prefer 18% Habit 7% Offers greatest privacy No other devices were available at 6% the time 5% Cheaper for accessing the Internet Source: IAB UK / sparkler 18
    19. 19. Mobile demands permission! “Mobile users invest their own time creating their own devices, with personalised wallpapers, games and apps. When consumers have invested their time creating their mobile device, they don’t want to be hijacked … “You can participate as a brand, join in with my mobile place, but don’t invade it with foreign things that I didn’t pick to be there” Richard Eyre, Chairman, IAB UK 19
    20. 20. #4 User Experience is paramount 20
    21. 21. #5 Optimised sites maximise engagement 21
    22. 22. FT HTML5 use case 22
    23. 23. Mobile web – responsive or adaptive?  Three approaches commonly used across the web that address multi-device users and allow for content customisation based on user context: Separate mobile URLs Responsive web design Dynamically serving different HTML on same URL 23
    24. 24. Responsive web design   Responsive web design (RWD) optimizes your site experience across different screen sizes without creating multiple websites Using CSS and JavaScript templates, a responsive site immediately adjusts images, layouts and content based on screen size of device Source: theknowledgeengineers 24
    25. 25. Adaptive web design   Webservers detect what device customer is using and serve up custom pages (HTML + CSS) on the same URL Changing the content you serve to fit device requires some customization (e.g. style sheets) that need to be maintained on a per device basis Source: theknowledgeengineers 25
    26. 26. Poll # 3  Is you site mobile optimised? a) b) c) d) Yes – responsive design Yes – adaptive design Not yet Not sure 26
    27. 27. #6 What’s the rationale for an(other) app?  Be honest about whether you need an App or should focus on mobilising the site: what’s the consumer benefit?  Make full use of the handset’s native functionality  Assess the App revenue model  Promote to achieve standout and repeat use  Set out roadmap for App development  Set and monitor success measures beyond the download 27
    28. 28. Preference of app over web London Olympics 2012: Mobile App Usage vs Mobile Web Usage Share of page views/ Mobile events Share of time spent Mobile web 80% App usage Source: Nielsen, 2012 94% 28
    29. 29. Drive app usage - push notifications Her profile • Preferences Your content • Timely • Relevant • Location • Useful • Behaviour • Location history Results 10 x greater response rate than email 8 x faster bookings compared to other channels 4 x app engagement for push v non-push sample 29
    30. 30. App push notifications - targeting Current location User preferences Location history Mobile behaviors Data integrations Do not disturb 10 pm – 7 am Send me deals and offers Send me news and updates Favorites Purchases Device info CRM POS 30
    31. 31. App push targeting - by segment Use existing content Make offers more actionable Source: Urban Airship Enable customers to add offers to Passbook 31
    32. 32. App push targeting - by location Macy’s The Burberry Store Opening Event is today in the Macy's Herald Square Store! Use location, preferences, and purchasing history to segment audiences Delight users with highly contextual messages Source: Urban Airship Encourage in-store visits 32
    33. 33. #7 Make search quick & easy … 50% of mobile sessions start with search 33
    34. 34. #7 Mobile SEO – deep linking please! 34
    35. 35. #7 Mobile PPC – bid aggressively!  Google Adwords enables specific targeting  More limited inventory and specific targeting options – bid higher on mobile  Be prepared to bid 2x higher to get on the first page of search results  Compete to have your ad served on 5 ad spots vs 10 for desktop 35
    36. 36. #8 Google Mobile Adword extensions 36
    37. 37. #8 Mobiles ads – microtargeting Target Burberry specific target demographic in terms of income, occupati on type, gender and age. Source: AdMaxim 37
    38. 38. #8 Mobiles ads – dynamic performance optimisation  Geo- targeted to London only  System optimises automatically to best performing locations within London Source: AdMaxim 38
    39. 39. Driving traffic – behavioural targeting AFFLUENT LONDONERS FASHION LOVERS Collect Consumer Behavior Data Observe consumer interests across all sites in the AdMaxim N/W Deliver Ad Ad is delivered to visitors wherever they appear in the network based on relevance and campaign targeting parameters Data Mining + Business Rules Behaviors are analyzed and modeled into AdMaxim behavioral segments Select Right Segment Segment(s) are selected that meet campaign goals or custom segment(s) are built 39 39
    40. 40. #9 Connecting loyalty + location + payment     Check and charge up your Starbucks Card Pay with your iPhone or iPod Touch at U.S. Starbucks stores Locate a mobile payment Starbucks near you Track your Starbucks Rewards program 40
    41. 41. #9 NFC = Not For Commerce? For Loyalty? 41
    42. 42. #10 Conversion Rate Optimisation … constant improvement Source: eibDIGITAL 42
    43. 43. Performance optimisation - Amazon Source: eibDIGITAL 43
    44. 44. Summary  Mobile = acquisition + loyalty + conversion  Create and meet needs of mobile personas as basis for behavioural targeting  Good UX is vital for engagement and referral  Assess and fine tune traffic drivers  Test, measure, analyse, learn, adapt 44
    45. 45. Mobile resource – Amazon ebook To order your copy, Text KNOWLEDGE + your email address to 88600 Or search for Winning with Mobile 45
    46. 46. Thank you for your time Any questions? rob@burnermobile.com 07793 804419 @burner_mobile 46
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