Smart insights mobile marketing trends 2014

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Smart insights mobile marketing trends 2014

  1. 1. Mobile  Marke,ng  Trends  2014   Rob  Thurner   Founding  Partner   Burner  Mobile     Mobile  marke,ng  techniques  to  apply  for  success  in  2014   Digital  Marke,ng  Priori,es  2014   Brought  to  you  by:   #PlanToSucceed   <Insert   a  headshot     pic>  
  2. 2. About SmartInsights.com Actionable Marketing Advice Recommended channel hub page: SmartInsights.com/ 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  MarkeJng  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  MarkeJng  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 absolute “Our CEO created a lot of internal unrest several years ago permission to step when he created a mobile commerce unit. He gave that on toes mobile commerce unit12.26-13.50 permission to step on other absolute functions’ toes… eBay would not have been successful if that team hadn’t told everyone else to sod off.” Alex Von Schirmeister, VP of Marketing, Operations & Advertising eBay13 Europe
  14. 14. What are your investment plans for 2014? “Our mobile spend is probably at 5%. It should be around 15-20% 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 functionality 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 the 6% time 5% Cheaper for accessing the Internet Source: IAB UK / sparkler 18
  19. 19. Mobile demands permission! “Mobile  users  invest  their  own  Jme  creaJng  their  own  devices,  with   personalised  wallpapers,  games  and  apps.      When  consumers  have  invested   their  Jme  creaJng  their  mobile  device,  they  don’t  want  to  be  hijacked  …       “You  can  parJcipate  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   Your  content   •  Timely   •  Preferences   •  LocaJon   •  Relevant   •  Behaviour   •  Useful   •  LocaJon     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 Mobile ads – microtargeting Target  Burberry   specific  target   demographic  in   terms  of  income,   occupa,on  type,   gender  and  age.     Source: AdMaxim 37
  38. 38. #8 Mobile 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 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 AFFLUENT LONDONERS FASHION LOVERS 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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