Developing an Mcommerce Strategy - 10 Key Decisions


Published on

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Growth in Worldwide mobile traffic % of all unique visitors
  • Mobile devices now account for 25% of traffic to, while there are 2.7 million FT web app users.
  • For the keyword “London” mobile here is around 16% of searches, but for “restaurants” it’s around 30%.
  • Developing an Mcommerce Strategy - 10 Key Decisions

    1. 1. Presented by Alex Murray, eibDIGITAL and Dr Dave Chaffey, Smart Insights 1
    2. 2. eCommerce :: behavioural merchandising :: online marketing
    3. 3. eibDIGITAL’s client mCommerce trends Jun-Aug ’11 – ‘12 eCommerce :: behavioural merchandising :: online marketing 3
    4. 4. Developing Revenues by eibDIGITALeibDIGITAL have launched a new, free to use best practice online resource: Developing Revenues offers you: - eibDIGITAL’s latest eCommerce guides and reports - A host of free infographics for you to view and re-use - A Blog with the latest news and opinions - A Bi-weekly e-newsletter 4
    5. 5. About Dave Chaffey 5
    6. 6. About my co-author – Rob Thurner 6
    7. 7. Why mCommerce matters 7
    8. 8. mCommerce touchpoint opportunties 8
    9. 9. Session structure To download the full guide visit 9
    10. 10. 1. Making the business case – your site – GA Advanced Segments 10
    11. 11. 1. Making the business case - competitors Source: Craig Sullivan (Belron/Autoglass) 11
    12. 12. 2. Payment options Mobile marketing success story – King of Shaves A direct approach is taken by King of Shaves, which uses its App as a direct to consumer sales channel for replacement shaving blades. Taking this approach reduces the transaction cost to the Payment Service Provider’s handling charge for each transaction (typically 1.5% - 3%). 12
    13. 13. 2. Payment options – 02 WalletO2 Wallet•Money message - you can send a sum of up to £500 to other 02 Wallet users such as friends and family.•Shopping - this offers a direct of products from over 100 UK partner retailers. It also enables users to scan barcodeswhile in-store to look for better prices online. Payment and delivery details are entered automatically.•Special offers - discounts are available from the partner retailers•O2 Money account - users of the O2 account are automatically registered with an O2 money account, effectively abank account•O2 Money account card - this is a physical card that O2 wallet users including children which can be used to loadmoney and act as a standard contactless prepaid payment card. 13
    14. 14. 3. Mobile site vs mobile App 14
    15. 15. 3. Mobile site vs mobile App 15
    16. 16. 4. Mobile site vs apps – non-Appstore App… 16
    17. 17. 4. Creating the right mobile experiences 17
    18. 18. 5. Mobile design – the future is personalisation 18
    19. 19. 5. Mobile advertising 19
    20. 20. 6. Mobile search marketing – use the Keyword Tool to find potential 20
    21. 21. 7. SEO – additional reading from Aleyda Solis from #BrightonSEOYour Technical Capacity to develop a mobile site Mobile site Alternatives Pros & Cons SEO Best Practices 21
    22. 22. 6. Mobile Adwords 22
    23. 23. 7. Location-based marketing What are the biggest pitfalls facing brands launching into mCommerce? The bi gge see m st mistake o y Almos bile as an e ou can mak t will ch 50% of peo xtension of e is to ec ple wi t isnt a k prices in s th Sma he PC. vailab tore. rtphon is a m le on the ra When some es ore ef ficient il, the Smar thing The ph way o t one is f shop phone power givin ping. to the g a lot of consu ile phone mer The mob iour is changing. behav no to pers onal, but consumers said is f es, as g o, 70% o 70% say y are A year a eas now umers n da ta, wher ext. Cons d to locatio e of cont ee ey se e the valu en, but brands n .As many consumers th p ny point muc h more o turn you off at a tosee mobile as an e y ca n it clear rem ember th to makeextension of y it is key ou are doingthemselves, do This is wh hat ybrands need to tread c on sumers wcarefully when tryingto reach consumersvia their phones? 23
    24. 24. 8. Mobile CRM: targeted messaging and voucher codes M&S developed a fully integrated multi-channel strategy to building its mobile database, which now exceeds 1 million customers. Mailshots carried unique codes which respondents were invited to text in to a dedicated M&S shortcode in order to win loyalty points. In the process, M&S harvested ‘opted- in’ mobile numbers matched to existing customer records. The same logic applied to email addresses to append mobile numbers for existing customers. 24
    25. 25. 8. Mobile CRM: targeted messaging and voucher codes 25
    26. 26. 9. Mobile analytics 26
    27. 27. 9. Mobile analytics – reviewing complex journeys 27
    28. 28. 10. Mobile CRO 28
    29. 29. 10. Mobile CRO 29
    30. 30. Thank you.To download the full guide and infographics visit Any questions? 30