Webtrends Mobile at Marketing Innovation & Discovery Summit 2011
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Webtrends Mobile at Marketing Innovation & Discovery Summit 2011

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Mike Ricci's presentation from Marketing Innovation & Discovery Summit

Mike Ricci's presentation from Marketing Innovation & Discovery Summit

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  • Research shows that within five years there will be 10 billion mobile Internet enabled devices in use worldwide, more people will access the Internet from mobile devices than from traditional personal computers
  • Mobile strategies are largely driven by urgency to “get there”-Executive pressure top down to get their app-Developers building product without market direction or marketing still dabblingResult is lack of relevant, interesting experience with short lifespanMany downloaded apps are never activated or only used onceUtility of app or site is key to retention
  • Consumers are there are you?Consumer Adoption of Mobile Accelerating
  • Thinking you can gauge success by downloads alone, is well, cute.Start simple, don’t paralyze your efforts by aiming first for perfection Getting basic analytics is better than no insight at allMarathon’s take training
  • What is good? Depends on your objectivesBranded appsVs permanent channelMonitor adoption and engagement of your digital propertiesNative apps, mobile web, Facebook apps, traditional web, et al.Compare to baseline and relative to each otherMonetize actionsTranslate to value easilySubjective relative to othersRoll-up for cross channel comparisonIf it is worth including in your app it is worth measuringOptimization- Features, promotions, segments
  • 1. Start with the stated objectivesAlign app or site activities to objectivesMap measures to activities2. Involve key stakeholders (product, marketing, dev)3. Don’t wait until the last minute to start thinking about measurement. It will be too late!
  • Reporting and analytics in one interface for traditional web, facebook, mobile web, and mobile applications with the right data collection approach for each channel
  • Engagement and AdoptionContent and Media UsageFeature UsageTechnical DetailsGeo DistributionError ReportingCustom Reporting

Webtrends Mobile at Marketing Innovation & Discovery Summit 2011 Webtrends Mobile at Marketing Innovation & Discovery Summit 2011 Presentation Transcript

  • Mobile Marketing in 2011 and Beyond
    Michael Ricci VP – Mobile; Webtrends
  • Our mobile phone taxonomy
    Feature Phones
    Quick Messaging
    Smartphones
    The rest – 12 digit keypad “phones”
    Android, Apple, Blackberry, Palm, Nokia N/E series, WebOS, Windows
    Phone with a QWERTY keyboard or touch screen, but not a smartphone
  • Digital convergence: mobile synthesis
    Internet
    Phone.
    Cinema
    TV
    Radio
    Recordings
    Print
  • Mobile marketing – more than ads & SMS
    4
  • Mobile has reached it’s tipping point
  • 6
    Morgan Stanley – mobile rules
  • Mobile web penetration escalates
  • Smartphones
  • Mobile - set to exceed PC shipments in 2011
  • Projected smartphone penetration - USA
  • Recent acquirers accelerating this growth
  • Mobile web vs. apps – usage & consumption
  • A global battle for smartphone dominance
  • Smartphone penetration - USA
  • Droid continues swallowing market share
  • Millennial ad network – Jan 2011
  • Was last year 2010 or 1999?
    Mandate
    n
    “I don’t know what a website is, but I know I need to have one.”
    APP
    Experimentation
  • 38% are dissatisfied with branded apps …
    Source: EffectiveUI 2010
  • eBay mobile users to spend $1.5 billion in 2010 compared to $600 MM in 2009 (TechCrunch)
    2.5x
    91%
    In USA, 9 of 10 US citizens owns a mobiledevice and 66% are regular users of SMS.
    In 2010, one in three Americans used a mobiledevice to access the Internet every month.
    About 16.2 billion mobile apps will be downloaded in 2013compared to 3.5 billion in 2009 (FutureSource)
    32%
    4.6x
    Consumers are there ----- are you?
  • Key Tools in the Mobile Marketer’s Quiver
  • Top trends in mobile – 4G & video
    Cisco CTO @ CTIA: 66% of all mobile internet traffic will be video by 2013
  • Samsung, Dell, Kyocera, HTC join Android stampede
    Top trends in mobile - Droid
  • Top trends in mobile - Tablets
    Google’s Android response launched by Samsung, Dell, MOTO
    • iPad sales cross million mark twice as fast as original iPhone.
    • iPad adoption outstripping iPod and iPhone combined (Kliener Perkins)
  • Mobile – program benchmarks
  • iPad & Tablets – an important new canvas
    Explosion in consumer adoption making this a vital medium
    User experience is fundamentally different than your WWW site or WAP site.
    Consumer expects to engage with advertising/applications and demanding rich video experiences.
    Allows for new & different interactivity –
    video
    photo galleries
    polls (eCRM)
    social sharing
    3D advertising
  • Case study – Men’s Health
  • Case study – Men’s Health
  • Case study – Men’s Health
  • Case study – My Starbucks
    • Mobile loyalty program designed to work with Starbucks CRM card
    • Integrated 2D barcode capability allows iPhone to become Starbucks card and consumers can check balance and reload card from app
    • App allows registration and has store locator, My Favs and puts nutritional info at customers fingertips.
    • Launched in SEPT in 16 test markets. In certain stores consumers can pay with device.
  • Top trends in mobile – QR codes
  • Why QR or 2D barcodes?
    Codes can be included in advertising, FSIs, store circulars, web properties and POS – providing engagement & driving consumers to purchase
  • Mobile benchmarks - QR Codes
  • Mobile Analytics & eCRM
  • Mobile measurement maturity
    Number of Downloads
    Usage and Engagement
    Effectiveness and optimization
  • Demonstrate value of mobile channel
    Baseline performance
    Compare channels
    Monetize actions
    Appropriate depth
    Discover optimization opportunities
  • Essential channel measures
    Adoption
    App downloads
    Site or app visitors
    App usage (% of DL)
    Geo distribution
    Engagement
    Frequency (visits/visitor)
    Depth (events/visitor and duration)
    Retention rate (% returning)
    Effectiveness
    Objective oriented conversions
    High value activities
  • Planning measurement
    Focus on critical measures
    Involve stakeholders
    Start early
    Think about distribution and format
    Usage Rate
  • Build an app? Which platform?
  • Look to existing data for answers
    51%
    14%
    10%
    3%
    2%
    0.2%
  • Insights come from across digital channels
  • But most brands superficially track downloads
  • Important measurement points/metrics ..
    People
    Geo: Countries
    Geo: Countries + Languages
    Geo: Languages
    Key Metrics: Daily
    Sessions: Duration
    Sessions: Frequency
    Users: New + Returning
    Technology
    App Versions
    Carriers
    Connection Types
    Devices
    OS
    OS + Devices
    App Overview
    App Overview Dashboard
    Content and Events
    Categories
    Categories: Screens
    Screens
    Screens: Exit
    Errors
    Events
    Events: App
    Events: Conversions
    In-App Ads
    In-App Searches
    Media: Titles
    Media: Types
    Outbound Links
    Products
    Products: Types
  • Mobile site analytics
    Monitor adoption and top-line performance
    Assess and optimize effective drivers of traffic
    Optimize customer experience
    Prioritize design decisions based on device information
  • Optimized tracking for native apps
    Integration of tracking methods into applications
    Standard and custom events
    Auto-queuing for optimal performance and offline capture
    Visitor identification and opt-out options
  • Help to ensure success
    Build a measurement strategy that aligns your objectives to measurable activity.
    Provide guidance and best practices to ensure you are collecting and reporting on the right data.
    Identify opportunities to improve your mobile marketing programs and user experience.
    Treat mobile as key part of digital eCRM!
    • Execute on a fully integrated mobile marketing strategy
  • Michael RicciVice President – MobileMike.Ricci@webtrends.com@MobileNTRactv