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Spécial M-Commerce Noël 2014 : Petit soulier a-t-il rimé avec petits écrans ?

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Le dernier Petit-déjeuner du Marketing Mobile, qui a eu lieu jeudi 29 janvier, a connu un vif succès. Cette édition Spéciale M-Commerce Noël 2014 « Petit soulier a-t-il rimé avec petits écrans ?» a pu avoir lieu grâce à Google qui nous a accueillis et au Club des Annonceurs, partenaire à l’année.
Vous pouvez retrouver la vidéo complète de la conférence sur YouTube : La Chaîne du Marketing Mobile
https://www.youtube.com/channel/UCYAxoc4vUMf0KBdqGiZeyTA

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Spécial M-Commerce Noël 2014 : Petit soulier a-t-il rimé avec petits écrans ?

  1. 1. Les Petits déjeuners du Marketing Mobile Twittez sur #MMAF En partenariat avec
  2. 2. Bienvenue ! Olivier Madelenat | Directeur Grands Groupes @Google France
  3. 3. Spécial M-Commerce Noël 2014 : Petit soulier a-t-il rimé avec petits écrans ? Bertrand Jonquois @Mobile Marketing Association France Administrateur en charge de la Communication Rapporteur de la Commission M-Commerce Twittez sur #MMAF
  4. 4. // Au programme 09:10 Keynote « M-commerce : comment le business va rattraper les usages » 09:20 Table-ronde « Black Friday, Noël, Soldes : Petits souliers a-t-il rimé avec petits écrans » 10:15 Networking
  5. 5. Loïc de Saint Andrieu | Search & Mobile Ads Specialist @Google France M-commerce : Comment le business va rattraper les usages
  6. 6. Loïc de Saint Andrieu - CSI France m-commerce : Le business va-t-il rattraper les usages ? Loïc de Saint Andrieu - Responsable Publicité Mobile Google France
  7. 7. US success story mobile % of retail web traffic Mobile sales growth Mobile share of sales Thanksgiving 52% (6.5% in 2010) 25% 32% CyberMonday 40% 29% 23% Source : IBM Digital Analytics, mobilecommercedaily.com “The biggest winners so far this holiday season have been the retailers who were prepared for a huge surge in mobile traffic,” said David Jones, Web and mobile performance strategist at Dynatrace.
  8. 8. En France, internet mobile est un média de masse ● 30.4 millions de mobinautes en France soit 55.6% des Français ● 80.6% ont un usage quasi-quotidien de l’internet mobile Source : Mediametrie Netratings (Internautes, Mobinautes, Dec14)
  9. 9. Mais le m-commerce est en retard Source : Criteo Q414 state of mobile commerce study
  10. 10. Pourtant le mobile est très utilisé pour faire des recherches Source : Google Internal data, France.
  11. 11. ...notamment en fin d’année Noël (20 dec - 1er Jan) Semaine type en décembre +30% La part des requêtes en provenance des smartphones sur le secteur “vêtements” 100 130 Source : Google Internal data, France.
  12. 12. Sites ou Applications ? Rares sont les élus : ● 95% des applications téléchargées sont abandonnées dans les 30 jours ● 1 app téléchargée sur 4 n’est utilisée qu’une seule fois En France, 32 applications en moyenne installées, 12 utilisées régulièrement
  13. 13. Sites ou Apps ? Temps = Valeur 86% 14% Sources: Time spent stats: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4; Commercial task stats: Google/Ipsos Multiscreen Industry Study of 29k smartphone users across 9 industries Temps passé sur les sites (US) Temps passé sur les apps (US) 14% 40% GAMIN G & ENT. 28% SOCIAL 18% OTHER 66% SITES 6% APPS 28% SITES & APPS 1ère source pour les parcours commerciaux Par industrie 75% des utilisateurs AUTOS 60% des utilisateurs FINANCE 70% des utilisateurs TRAVEL 71% des utilisateurs RETAIL & TECH 64% des utilisateurs LOCAL SERVICES ... utilisent les sites mobiles plus souvent dans leurs parcours commerciaux Temps passé sur les appareils mobiles
  14. 14. Mobile Friendly badge
  15. 15. Le mSearch : contexte+intention = pertinence Hotel Charme Paris Mobile.HoteldecharmeParis.com/ Meilleur Tarif Réserver sur mobile Découvrez nos offres de dernières minutes sur votre mobile. A partir de 150€ la nuit Voir les hotels Dernière minute Appeler Hotel Charme Paris HoteldecharmeParis.com/ Meilleur Tarif garanti Réserver en ligne en 3 min Offre du moment à ne pas rater Découvrez nos Hôtels de Charme. En Plein Coeur de Paris. Hotel 4* 213 abonnés sur Google+ Voir tous les Hotels Préparer son séjour Services disponibles sur place Annonce Annonce
  16. 16. Google Shopping mobile
  17. 17. Extension Locale Google Maps Le mobile pour générer des visites physiques Google Shopping (LIA)
  18. 18. Local inventory Ads: Famous Footwear (US) 16% des clics aboutissent à des visites magasin* Source : Case study Famous Footwear US 2014
  19. 19. Continuent sur un ordinateur 61% Continuent sur une Tablette 4% 65% Commencent sur un smartphone Source : Google Study US 2013 Base: Have Started Shopping On One Device & Continued on Another (969). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”. Parcours Multiscreen : le mobile comme point de départ
  20. 20. SmartphonesComputerTabletSmartphones Of mobile, tablet & desktop in the path to purchase are different: Source: Google Analytics (10/02/2014-03/05/2014). Converteo / Galeries Lafayette. % of product pages viewed per device Universal Analytics Case Study Entry Produc t Basket Purcha se Order
  21. 21. ● 39% des revenus générés par des visiteurs x-device ● Un utilisateur x-device a 3x plus de chance de convertir, sa valeur est 7x supérieure à la moyenne ● Le mobile impacte un tiers des parcours de conversion Universal Analytics Case Study Source: Google Analytics, 2014. Cdiscount
  22. 22. Black Friday, Noël, Soldes : Petit soulier a-t-il rimé avec petits écrans ? Animateur : Jérôme Bouteiller | @NetMediaEurope avec : Pascale Grabowski | Responsable des Ventes Expérience digitale et Commerce @IBM France Pascal Lannoo | Directeur Customer Experience Digitale @voyages-SNCF.com Odile Szabo | Directrice des Opérations Marketing @Price Minister
  23. 23. Merci ! www.mmaf.fr MMAFrance_Assocoordination@mmaf.fr

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