The document outlines 15 key mobile marketing insights for retailers in 2012. It finds that the mobile market and mCommerce are huge and growing rapidly. Best practices for retailers include keeping mobile sites quick, easy to use, and accessible across all devices. The document also discusses emerging technologies like NFC mobile payments and how integrating fun into mobile strategies can drive customer engagement. Retailers are encouraged to develop a long-term mobile strategy and partner with mobile experts.
2. 1. The mobile market is huge and still
growing rapidly
1.3bn
currently being spent via mobile
commerce
In 2012 163%
increase in smartphone users
Smartphone sales will accessing retail sites since May
overtake PC sales 2010
Source: Google loves mobile conference 2011
www.migcan.com mobile@migcan.com
3. 2. mCommerce is already an incredible channel
for revenue
made $2 billion during 2010. This was nearly triple the revenue seen in 2009. In
2011, eBay is expecting to generate about $5 billion in revenue.
45,000,000 = the number of times eBay apps have been downloaded
400,000 = the number of new eBay listings added by mobile per week (May 2011)
2,000 = the number of cars sold on the basic iPhone app each week
1 = the number of items bought by mobile each second in US and in UK
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4. 3. In just 18 months, Android have swallowed
the smartphone market
Don’t ignore the longtail! Android has come from nowhere to become the dominant
smartphone OS powering just under half of all smartphones sold in the UK – and half the
people owning a mobile phone in the UK have a smartphone.
Don’t think an iPhone app will cover your mobile strategy. Cater for all handsets and devices.
Mobile web optimises natural browsing and search habits to get any and all users on to your
site across all smartphones and feature phones.
In addition, 63% of people prefer
purchasing on a mobile site over
an app…
The Guardian, November 2011
Adobe Mobile Experience Survey, 2011; eMarketer, 2011
www.migcan.com mobile@migcan.com
5. 4. Best practices for mobile sites
• Keep it quick • Make it easy to convert
• Simplify navigation • Make it local
• Be thumb friendly • Make it seamless
• Design for visibility • Use mobile site redirects
• Make it accessible • Learn, listen & iterate
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6. 5. A bad mobile experience will cost you
customers.
• 57% would not recommend a business with a bad mobile site
• 40% have turned to a competitor’s site after a bad mobile experience
• 23% of adults have cursed at their mobile
when a site didn’t work properly
Sources: Compuware, "What Users Want
from Mobile," 2011
www.migcan.com mobile@migcan.com
7. 6. Your mobile internet should be future-
proofed against the next generation of mobiles
A dynamic mobile web
platform (like mVoy Publish)
will render the mobile
experience to a user’s device
accommodating any screen
size within existing and next
generation handsets.
www.migcan.com mobile@migcan.com
8. 7. Multi-channel delivers combined ROI
Multi-channel approach
MIG work with New Look across the entire
mobile marketing mix including a
mCommerce site, a transactional iPhone app,
mobile strategy and supporting SMS mobile
marketing campaigns
Results
In the first 3 months their mCommerce site
delivered:
• An increase in mobile sales of over 500%
• An increase in orders of over 60%
• An increase in revenue of over 45%
• The new iPhone app has had over 200,000
downloads in just 1 month.
www.migcan.com mobile@migcan.com
9. 8. In Store mobile – channel threading
Smartphone users are already using mobile to help with shopping
www.migcan.com mobile@migcan.com
10. 9. 2012 hot topics & areas for innovation
• Mobile web / direct integration / Conversion
• In store mobile / Customer interaction
• Search / local search / Customer acquisition
• SMS marketing / Events & promotion
• Mobile CRM & marcomms/ Customer dialogue
• Mobile Advertising / Customer acquisition
• NFC / Mobile payments / Mobile promotion
www.migcan.com mobile@migcan.com
11. 10. Mobile search is KEY
1 51% of mobile browsers use search
Mobile search has increased 500% in 2 years
2
3 PPC campaigns offer better value than desktop
4 Location targeting can be more precise on mobile
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12. 11. Don’t disregard SMS
• 77% of the world’s population own a mobile
• 98% of SMS messages are opened
• 83% of SMS messages are opened within 3 minutes
• Between 10%-20% of marketing emails are opened
• MIG SMS clients have seen up to 45% campaign
response rates
• SMS has a higher direct response rate than
telemarketing, email and direct mail
SMS doesn't’ have to just be about promotions. Make an
impact by using SMS for package delivery notifications,
customer profiling, reverse auctions, cross selling and
more.
There is no other technology or delivery method that is
more personal, timely and immediate – making SMS a no
brainer for delivering Retail marketing campaigns
www.migcan.com mobile@migcan.com
13. 12. Integrating FUN into your mobile strategy
will drive engagement
McDonalds Pick N Play used a mobile web URL and HTML to allow members of the public to
control a game of ‘Pong’ on an interactive billboard to win coupons
www.migcan.com mobile@migcan.com
14. 13. NFC mobile payments are arriving in 2012
The next 18 months will see
NFC launch in up to 20
countries and reach £40 billion
within two years
By the end of 2014 it is
estimated that 490
million people will be
making mobile
payments.
Two of the above are going to disappear.
NFC isn’t limited to
smartphones - BMW,
Barclaycard and more have
invested heavily.
www.migcan.com mobile@migcan.com
15. 14. NFC smart posters will transform
traditional advertising
We live in a world in which soon
NFC Smart Phones linked to NFC
Smart Posters will change the way
we access marketing messages and
interact with Brands.
Loyalty services including discount
coupons and promotional vouchers
delivered to an NFC Smart Phone
from an NFC Smart Poster offer the
possibility of overcoming the
limitations and challenges of
marketing traditional loyalty
programs.
www.migcan.com mobile@migcan.com
16. 15. UK retail mCommerce trends
• 41% of UK subscribers now have a
smartphone
• 66% of UK smartphone owners use their
mobile to browse products and services
(30% weekly)
• 50% of UK smartphone owners have
shopped on their mobile (11% weekly)
• Less than 10% of UK Retail websites are
optimised for mobile
Source: IMRG June 2011
www.migcan.com mobile@migcan.com
17. Thinking about your next steps in mobile?
• Learn from existing adopters
• Get good advice
• Plan for delivery
• Choose an expert partner that will develop a mobile strategy with you and execute
against it
• Develop your own mobile intelligence
• Build a long term partnership with all stake holders
To learn more about mobile marketing or to speak to one of our friendly experts,
please email mobile@migcan.com or call +44 (0)207 921 5599
www.migcan.com mobile@migcan.com