Mobile Marketing Priorities for 2013  Building mobile into your business strategy                 Rob Thurner             ...
Rob ThurnerMobile consultant, trainer, speaker, author  20 years digital and traditional marketing experience  Digital, ...
Mobile Training Academy   Bespoke, in-house training developed and delivered by a team of    hand picked experts with han...
#1 Start with the consumer!   Understand mobile behaviour trends                                        © Mobile Training ...
#1 Start with the consumer!    Match your offering to their mobile behaviour Messaging        Mobile sites    Apps        ...
#2 Build mobile into business strategy   … Board level agenda item                                  Business              ...
#3 Mobile through the customer journey   … working through the purchase funnel                                           ©...
#4 Optimise your site!   … 4 seconds or bounce and never return                                            © Mobile Traini...
#4 Optimise your site!   … HTML5 success stories                             © Mobile Training Academy 2013
#5 App focus on UX / contentexperience                               © Mobile Training Academy 2013
#5 App focus on UX / navigation                                  © Mobile Training Academy 2013
#6 Make discovery quick & engaging  … 50% of mobile sessions start with search
#6 Make discovery quick & engaging    … deliver standout in competitive sectorChange in industry sector mobile display mar...
#7 Build long-term loyalty with mobile       … time & location based data trail so test & learnSource: Weve               ...
#7 Build long-term loyalty with mobile   … focus on ease, convenience, personalisation     Check and charge up your Starb...
#8 Be realistic about mobile payments   … manage expectations!                                   © Mobile Training Academy...
#9 Conversion Rate Optimisation   … constant improvement                                  © Mobile Training Academy 2013
#9 Conversion Rate Optimisation           … address people and processes          Companies with a structured approach to...
#10 Win board level support    … mobile disrupts and transforms                                       © Smart Insights / B...
Mobile resourcesSite                                          Contentwww.mobilemarketingmagazine.com               News, c...
Thank you for your time             For the deckText KNOWLEDGE and YOUR EMAIL to 88600 robthurner@mobiletrainingacademy.co...
Upcoming SlideShare
Loading in...5
×

Mta mmm financial masterclass v1.0

247

Published on

The Mobile Training Academy provides informative, inspiring, interactive, impartial

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
247
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 50% m i/actions start w search85% location intent Google m first companyMake sure m search links to m optimised site
  • + Formats Banners ++ Targeting / Retargeting - Handset, OS, Daypart, Location for Budget enhancement + A/B testing+ Trading models / CPC, CPM / RTB
  • Data data data
  • 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 trialsNFC – 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?
  • + 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
  • Mta mmm financial masterclass v1.0

    1. 1. Mobile Marketing Priorities for 2013 Building mobile into your business strategy Rob Thurner Founding Partner Mobile Training Academy 29 Jan 2013
    2. 2. Rob ThurnerMobile consultant, trainer, speaker, author  20 years digital and traditional marketing experience  Digital, Tutor and Trainer - Mobile Training Academy, IDM, IAB, IPM, Econsultancy, Emarketeers  Founder, Burner Mobile - Consultancy, white papers, keynotes  Author - 10 key decisions for mCommerce success - 7 steps for mobile marketing success  Mobile clients - Amex, Barclaycard, RBS, British Airways, Jaguar - M&S, John Lewis Partnership, Heineken, GSK © Mobile Training Academy 2013
    3. 3. Mobile Training Academy  Bespoke, in-house training developed and delivered by a team of hand picked experts with hands-on, UK and global expertise  MTA team partners already committed © Mobile Training Academy 2013
    4. 4. #1 Start with the consumer! Understand mobile behaviour trends © Mobile Training Academy 2013
    5. 5. #1 Start with the consumer! Match your offering to their mobile behaviour Messaging Mobile sites Apps Social Location Mobile ads Mobile search mCommerce Codes & coupons © Mobile Training Academy 2013
    6. 6. #2 Build mobile into business strategy … Board level agenda item Business Objectives Align Assess stakeholders to mainstream and develop mobile future mobile culture landscape Select and Integrate with manage mobile comms & data partners strategies © Mobile Training Academy 2013
    7. 7. #3 Mobile through the customer journey … working through the purchase funnel © Smart Insights / Burner Mobile 2013
    8. 8. #4 Optimise your site! … 4 seconds or bounce and never return © Mobile Training Academy 2013
    9. 9. #4 Optimise your site! … HTML5 success stories © Mobile Training Academy 2013
    10. 10. #5 App focus on UX / contentexperience © Mobile Training Academy 2013
    11. 11. #5 App focus on UX / navigation © Mobile Training Academy 2013
    12. 12. #6 Make discovery quick & engaging … 50% of mobile sessions start with search
    13. 13. #6 Make discovery quick & engaging … deliver standout in competitive sectorChange in industry sector mobile display market shares 2011 to H12012 © Mobile Training Academy 2013
    14. 14. #7 Build long-term loyalty with mobile … time & location based data trail so test & learnSource: Weve © Mobile Training Academy 2013
    15. 15. #7 Build long-term loyalty with mobile … focus on ease, convenience, personalisation  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 © Mobile Training Academy 2013
    16. 16. #8 Be realistic about mobile payments … manage expectations! © Mobile Training Academy 2013
    17. 17. #9 Conversion Rate Optimisation … constant improvement © Mobile Training Academy 2013
    18. 18. #9 Conversion Rate Optimisation … address people and processes  Companies with a structured approach to conversion are twice as likely to have seen a large increase in sales  Technology is no longer the major barrier preventing companies from improving conversion rates  The challenge is becoming one of people and processesSource: Econsultancy / Red Eyehttp://econsultancy.com/uk/reports/conversion-rate-optimization-report © Mobile Training Academy 2013
    19. 19. #10 Win board level support … mobile disrupts and transforms © Smart Insights / Burner Mobile 2013
    20. 20. Mobile resourcesSite Contentwww.mobilemarketingmagazine.com News, case studies, awardswww.iabuk.net Case studies, white paperswww.smartinsights.com Digital strategy, analytics, blogwww.burnermobile.com Blog, market analysisThe Mobile Playbook Google guide – winning with mobileOur Mobile Planet Google – Q&A on mobile consumersGoogle Mobile Ads Blog Google blog on mobile advertisingwww.flurry.com Metrics, appswww.comscore.com Mobile usage 7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey) Summary at https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing- smart-insights.pdf © Mobile Training Academy 2013
    21. 21. Thank you for your time For the deckText KNOWLEDGE and YOUR EMAIL to 88600 robthurner@mobiletrainingacademy.com M: +44 7793 804419 @MTAMobile

    ×