Mobile marketing priorities for 2013


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The agenda for this talk covered how to build mobile into your business strategy, plus more practical advice on weaving mobile into your customer journey and discovery/promotion of the mobile channels.

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  • 90% American interactions now screen based. 65% online activities begin with the smartphone. TV shares viewers with another screen three quarters of the timeTablets generally used for entertainment. 15% of multi-screening commerce originates here.
  • HTML 5 will bring the rich media experience and interaction to the mobile web. Apps may have a smaller place in mobile as a result.
  • IPSOS MoriDistractionvs enhancement debate? Reports have found the same number of people responded that multi-screening enhanced their experience, and distracted them
  • A 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.
  • 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?
  • Mobile marketing priorities for 2013

    1. 1. Mobile Marketing Priorities for 2013 Rob Thurner <Insert Founding Partner a headshot Burner Mobile pic> Building mobile into your business strategyDigital Marketing Priorities 2013 Summit 11th January 2013. Brought to you by:
    2. 2. About Dave Chaffey  Books  Digital marketing advice, training and consulting About Dave Chaffey • Author of 5 bestselling marketing books first published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since 1997 • Manages a marketing advice site with Expert members in over 50 countriesJanuary Offer: Free copy of Emarketing Excellence for first 50 new Expert-level membersSmart Insights Expert membership:
    3. 3. Agenda Start with the consumer! Build mobile into your business strategy Weave mobile through the customer journey User experience trumps form and function Make discovery easy and quick! Trial mobile loyalty; watch out for mPayments Get to grips with the analytics Test, learn and adapt … no one-size fits all in mobile Win Board level buy-in Please interact using the BrightTALK buttons 3
    4. 4. Rob Thurner @burner_mobile Mobile Consultant, Trainer, Author 20 years digital and traditional marketing experience Journalist, Group Marketing Director at Clear Channel International Commercial Director with Mobile agency Incentivated Digital Tutor and Trainer - Mobile Training Academy, IDM, IAB, IPM, Econsultancy, Emarketeers Founder, Burner Mobile - Consultancy, writing, speaking Author - 10 key decisions for mCommerce success - 7 steps for mobile marketing success (Co-authored w/ Dave Chaffey) Mobile clients: - Amex, Barclaycard, British Airways, Jaguar - M&S, John Lewis Partnership, Heineken, GSK 4
    5. 5. Making sense of the mobile landscape 5
    6. 6. Remember the consumer! 6
    7. 7. Create mobile personasTribal drinkers Career guys Routine strugglersBuzz seekers Regular blokes Detached moderates Party girls Male traditionalists Careful females 7
    8. 8. Audience data underpins mobile format choice Number of subscribers in the UK (000s) Index vs population as a whole (Average number of subs for the 3 month ended Jan ‘11) (Average number of subs for the 3 month ended Jan ‘11) 13-17 18-24 25-34 35-44 45-54 55+14,00012,00010,000 8,000 6,000 4,000 2,000 0 Apps Mobile MMS SMS LBS internet 8
    9. 9. Match your offering to Consumers‟ Mobile BehaviourMessaging Mobile sites Apps Social LocationMobile ads Mobile search mCommerce Codes & coupons 9
    10. 10. Build mobile into business strategy Business Objectives Align Assess stakeholders to mainstream and develop mobile future mobile culture landscape Select and Define mobile manage mobile profiles of target partners customers Integrate with comms & data strategies© Burner Mobile 10
    11. 11. Mobile impacts the full customer journey Source: Smart Insights / Burner Mobile 11
    12. 12. Mobile and tablet behaviour in-home 12
    13. 13. Mobile behaviour whilst shopping 13
    14. 14. User Experience must be #1 priority 14
    15. 15. Apps: Health Warnings Success factors? Audience reach capped Development & maintenance cost Download does NOT = use 85% only used once Testing - over 50% have bugs Approval takes up to 10 weeks Standout among 1 million + apps 15
    16. 16. Google site analytics 16
    17. 17. Mobile Web 1.0“One size (does not) fit all” 17
    18. 18. Mobile Web 2.0 - PersonalisationLogo Logo Logo Personalised banner Personalised banner Personalised banner Promoting something of interest Based on their location Based on the time of dayWelcome back: FRED SMITH You are near: XXX Our nearest store is XX metres away It is 11:00amWhen you were last here, youLooked at the following products Get directions On TV later is XXX Menu item 1Product 1 Product 2 Product 3 Menu item 2 Menu item 3Menu item 1 Menu item 1 Menu item 4Menu item 2 Menu item 2 Behavioural Location-based Time-based 18
    19. 19. HTML5 sites : maximise engagement 19
    20. 20. FT HTML5 Success 20
    21. 21. Search is the most popular mobile behaviour 21
    22. 22. Mobile optimised site, search, ads: „TicketsNow‟  Research from Google: > 25% of ticketing-related search queries occur on mobile devices  Combining a mobile-optimized site with Google mobile ads boost mobile sales100% in the first month“Search queries and purchases in ourspace are migrating to mobile at a rapidpace. Mobile is where consumers are nowand increasingly where they’re headed, sothat’s where we need to be.”Sachin Gadhvi, Director of Search and MobileMarketing 22
    23. 23. Mobile advertising : rich media engagement options 23
    24. 24. Mobile ad spend tracks online 900.00 Online adspend Mobile adspend £825.1m 800.00 700.00 600.00 500.00 £465.0m 400.00 300.00 £203.2m £153.1m 200.00 £196.7m £165.7m £28.6m £51.0m £83.0m 100.00 £19.4m £37.6m 0.00 1998 1999 2000 2001 2002 2003 2004 2008 2009 2010 2011 2012? 2013? 2014?Source: IAB / PWC Adspend 24
    25. 25. Twitter + TV response path 60% repeat view 27% click to purchaseSource: IPSOS MORI 25
    26. 26. mPayments – watch this space 26
    27. 27. 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 27
    28. 28. Mobile : time + location based data trailSource: Weve 28
    29. 29. Analyse multi-channel engagementSource: O2 // Starcom MediaVest 29
    30. 30. O2 + Pizza Hut – Customer Journey Mobile was the number one performing medium 4.4x more efficient than TV 2.6x more efficient than desktop webSource: O2 // Starcom MediaVest at generating incremental revenue 30
    31. 31. Mobile siteConversion Rate Optimisation 31
    32. 32. Define devices to test & optimise 32
    33. 33. Win board level support© Burner Mobile 33
    34. 34. M&S : integrated mobile execution Email DMPress ads Mobile Acquisition, CRM and TransactionWebsite Mobile banner ads Social media 34
    35. 35. Mobile Roadmap Long term plan vs. „campaign by campaign‟2012 2014 35
    36. 36. Mobile resourcesSite News, case studies, Case studies, white Digital strategy, analytics, 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 Metrics, Mobile usage7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)Summary at 36
    37. 37. Summary Deploy mobile to deliver business objectives Create and meet needs of mobile personas as basis for behavioural targeting Good UX is vital for engagement and referral Integrated mobile into comms planning and merge data Manage expectations: benchmarks for budgets, timings, likely results, ROI Win Board level support Test, measure, analyse, learn, adapt 37
    38. 38. Thank you for your time Any questions? @burner_mobile 38
    39. 39. Thank you for your participation Your questions please Please ask questions and rate this webcast For more Answers to your Digital Marketing Questions use our free community Best wishes for 2013! 39