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Mobile retail masterclass nyc slides


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Mobile retail masterclass nyc slides

  1. 1. 10 rules for leveraging the mobilechannel
  2. 2. About Golden GekkoWho we are and what we do. 3
  3. 3. About UsCross platform specialists since 2005Team of 130+ people across 5 countries+400 apps in the past 12 months + + +Your business is here… And Here And also here… too… here. 4
  4. 4. About UsMore than 200 brands and agencies have put their trust in us. 5
  5. 5. PortfolioGAP Technical architecture and development of mobile apps for launch in 2010 6
  6. 6. PortfolioMango MNGfor iPad & iPhone Look, Style, Shop. 300.000+ iPhone downloads first three months For Mango and in collaboration with Vasava. Features Updates on collection and new releases Peek previews on new arrivals Browse the Mango collections Mix & Match - Dress up a doll or yourself by taking a picture of you then drag & drop clothes onto your body. You can rotate and resize the clothes Share your image via email Add items to wish list to save favorites Exclusive discounts and promotions Add items to shopping basket and buy Store locator Social sharing on Facebook or via email 7
  7. 7. PortfolioO2 PriorityMomentsPriority Moments is a clevernew mobile service just forO2 customers. It brings you great nearby offers and experiences exclusive to O2, with a handful picked from the best already in the market - from some of the UK‟s most well-loved brands. Launched in July 2011. 8
  8. 8. PortfolioVW Passat Mobile Web 9
  9. 9. 10 rules for leveragingthe mobile channel 10
  10. 10. 10 rules for leveragingthe mobile channel1. What do you want to achieve?2. Get the whole picture3. Be relevant4. Be yourself5. Pick the right platforms6. Usability7. Ubiquity8. Uniquely Personal9. Mocial10. Don‟t hide the app 11
  11. 11. 1. What do youwant to achieve?Examples... Mobile app as part of a branding strategy to help position the make A tool to raise awareness of an upcoming release or the launch of a new brand Create a new sales channel to reach customers and drive sales Mobile app as an extension for an existing service Drive footfall to a brick and mortar store Engage customers at the POS and enhance the in-store shopping experience 12
  12. 12. 2. Get the wholepictureMobile isn‟t standalone Interlink between channels. Let channels “play” with each other, the more interaction, the more engaged the customer Cross-promote throughout all channels. Use NFC, QR Codes or links to connect mobile with OOH Media, Print or TV and vice versa. Create and benefit from synergies 13
  13. 13. 3. Be relevantFollow the user‟s journey anddetect potential touchpoints. Fit the audience Provide a reason to download your app Exclusive content Discounts An app needs to be maintained Take advantage of updates 14
  14. 14. 4. Be yourselfDon‟t chase the latest buzzjust to be cool Work from your values, your positioning and your message Create a logical connection between the app and its functionalities. 15
  15. 15. 5. Pick the rightplatformsNot everyone has an iPhone or anAndroid. Not even a smartphone. The audience will tell you everything you need to know Get the basics right (so yes to a mobile site) 16
  16. 16. 6. UsabilityMake people love your mobilepresence. Mobile is not Online. It‟s not just another digital screen Smaller screen. Longer loading times User journey needs to be well thought out Transaction need to be simple, yet secure Navigation through voice- recognition should be taken into account 17
  17. 17. 7. UbiquityMobile goes everywhere Take advantage of “anytime, anywhere” The bridge between the individual and everything around them, virtual or real Create time pressure to boost mobile sales 18
  18. 18. 8. Uniquely PersonalRespect the user‟s choice Never assume that the user wants to be open with you Users are willing to share information, but on their terms Ask permission. Always take the opt-in route Reward them for joining in 19
  19. 19. 9. MocialMobile is inherently social Most users are logged into Facebook Create fast login/ sign up through social networks Enable and encourage sharing Provide content that encourages sharing Let your fans do the publicity 20
  20. 20. 10. Make your mobileservices easy to findMobile apps and websites don‟tmarket themselves If no one knows you have a mobile presence, no one will download your app or access your mobile web Promote mobile through other channels Make mobile part of „The Marketing Plan‟ Give incentives for downloading your app and promote them 21
  21. 21. Miguel BanuelosDirector of Accountsemail mb@goldengekko.commobile +1 917 972 1985
  23. 23. 2010: 6 Devices/ Person Tablet Smartphone Gaming Desktop Console Connected TV Blu-Ray
  24. 24. 1 Trillion Connected Devices by 2014 ? 2000 2010 Year
  25. 25. 147 Connected Devices per PersonToys Air Conditioner Washing Machine eReaders Subway Map Blood pressure monitor Railway Schedule Alarm Clocks Car Radio TabletSubway Map Smartphone Remote Control Product Sensor POS DisplaySupply Chain Desktop Gaming Inventory Systems Console Cameras Cash Register Bus Stop Car GPS Connected TV Baby Monitor Blu-Ray Store Kisok Dressing Room Watches Scale Dog Collars Postal Trucks Mall Directory RadiosPower Outlet Bus Stop Concert Turnstile Trains Biometric Devices Running Shoes Toll Booth Delivery Vehicle Treadmill
  26. 26. Consumers Control the Context Tablet Remote Control Smartphone Product Sensor POS DisplaySupply Chain Desktop Gaming Console Inventory Systems Car GPS Cash Register Product Scanners Blu-Ray Store Kisok Dressing Room Mall Directory
  27. 27. Consumers Control the Context Tablet Smartphone POS DisplayInventory Systems Cash Register Product Scanners Store Kisok Dressing Room Mall Directory
  28. 28. Consumers Control the Context Tablet Smartphone POS Display Bus StopCar RadioInventory Systems Airline Cash Register Entertainment Refrigerator Product Scanners eReader Store Kisok Dressing Room Running Shoes Mall Directory
  29. 29. IT Team Project Plan and Release Schedule Q1 Q2 Q3 Q4 2013+iPad AppAffiliate #1Integration UpdateKindle StoreAffiliate #2 IntegrationUpdate (Postponed)Xbox PortingAffiliate #3Integration Update
  30. 30. The world wants your digital resources…
  31. 31. …but making the world happy can require long, costlyintegration projects.
  32. 32. Mashery is a secure, flexible platform for granting access to digital resources through an API. • Affiliates & resellers • Distributors • Co-branded mobile apps & products• Mobile apps• Web features• Enterprise apps • Long tail partner apps • Proofs of concept • New ideas
  33. 33. APIs in Action
  34. 34. Best Buy‟s Mashery API saves millions of dollars in development and powers hundreds of affiliates New web features & 100s of affiliatemobile apps partners product info commerce store info store inventory reviews timely offers mobile upgrade “The API save us over $1.5 million and many months when deploying new features and partnerships.” Kumar Kandaswamy, Director, Best Buy
  35. 35. APIs in Action
  36. 36. Expedia‟s Mashery API drives $1.5 billion in affiliate revenuefrom 3,600+ strategic partners. 3,600+ affiliates travel inventory bookings photos search user reviews 20 languages “Platforms are the new products.” Benoit Jolin, VP Product Management, Expedia
  37. 37. Mashery helped USA TODAY deploy #1 iPad, Kindle Fire news apps and get on millions of devices with partners.Mobile apps on millions 700+ distributors of devices new articles census data photos movie reviews book lists Hackathons & app sports salaries contests “Our Mashery-powered API is a platform for being wherever customers want our content.” Erik Bursch, Director of Operations, Content Systems, USA TODAY
  38. 38. APIs for Channel Integration
  39. 39. At Comcast, it used to take 6 to 8 months to share resources between internal groups. Now? 30 minutes. New apps with CodeBig 3,600+ affiliatesadvanced viewing integration platform features TV programs movies subscriber info channel info listings cable box info “With Mashery, we can scale.” Agustin Schapira, Principal Architect, Comcast
  40. 40. Mashery has successfully launched internal, partner (B2B), and public APIs for over 150 enterprises. Channel 442
  41. 41. Parting Thoughts“ Don’t think APIs. Think billions of dollars of money sloshing through obscure programming methods. Whats Fueling The API Gold Rush -Dan Woods, Forbes “
  42. 42. Thank YouMashery Confidential
  43. 43. ACTIVATING THE “CONTEXT” IN CONTEXTUAL COMMERCE An Overview from mBlox for Retail Masterclass
  44. 44. Contextual Commerce• Definition – A monetization practice where the content environment pre-qualifies the end-user as being more likely to purchase a product or service• Benefits – Offers high density of prospects…low waste – Can be much more efficient – Offers consumer insight and a meaningful foundation for brand engagement
  45. 45. Mobile‟s Role in Contextual Commerce• Uniquely capable of realizing relevance with the consumer – Mobile device is the “lifestyle remote control” – Capable of robust, brand-to-one connectivity – Adds dimension to the “context” of message consumption• Making mobile more “relevant” for the brand – Break through the clutter – Access: 44% of all media consumed out-of-home • Creates a “proximity to the consumptive decision” – Builds greater understanding of consumer behavior
  46. 46. Putting Mobile‟s Relevance in Motion• Nearly 95% of sms messages are read – 70% in less than five minutes from receipt – Achieves greater sales lift, sales velocity and campaign efficiencies• Mobile coupons deliver superior redemption rates – Not uncommon to achieve 30-40% redemption – 10-times direct mail or newspapers – 3-times online coupons• Contextual commerce conversion comparisons: – TV: .01% to .5% – Web: .5% to 1.5% – Mobile: 5% to 10%
  47. 47. Understanding the Challenges• Key indicators show Mobile‟s Brand-to-One connectivity is NOT being taken advantage of… – Average life span for an app is between 5 and 28 days – According to industry sources, 90% of all apps are opened only once – The “engagement variable” of the % of downloaded apps that are “active” is somewhere between 5% and 10%• When was the last time any brand was happy with being “relevant” to only 10% of the once-engaged customers?• Can we set the bar any lower????
  48. 48. Mobile‟s Opportunity within Retail• Capitalize on Mobile‟s unique ability of greater contextual intelligence – Mobile can target demographics, psychographics, and even geographic proximity…• Target and Refine – Can trigger by geo, by time… – Can “wipe” whatever is pushed out… – Control the channel of content delivery…limit taxation of data plan and battery charge…• Deliver… – Meaningful, Sustainable, Monetizable Relationships – Importance of strategy and analytics• Realizing Near-Real-Time Relevance
  49. 49. Mobile and the Retail Vertical • Be Relevant – Data/analytics key to maintaining a meaningful consumer relationship – “Value” is the ultimate currency in establishing consumer relevance • Be a brand…Act like one… – Reinforce all brand properties…not just sales/deals • Activate “Context – Not just who the target is…and what the message is…BUT where they are, where they have been, and where likely to go… – Deals and offers need to be relevant – Use Lat/Long/ Radius…even Lat/Long/Radii… • Push can be Powerful – Richest of content can be distributed through controlled wifi channel – Major “rich” events can be pre-loaded on the app for friction-less, ubiquitous viewing when launched by time/geo trigger… • Make the Consumer feel Special
  50. 50. Critical to Remember• Goal – Getting the consumer to transact is not the goal… – The goal is getting the consumer to transact…AGAIN• POS versus POC – Point of Sale is important, but do not get caught up in the technology…it is the value that is critical – POC is even more important…Point of Consumer…get them when they are near…• The Road to Relevance – Lifestyle pertinence is the ultimate portal to connectivity – Value can morph a connection into an engagement – Offering Value with Frequency…and engagement can build to trust• The Right Mobile Strategy Takes You There
  51. 51. mBlox: Powering Mobile Commerce• Core business of mobile messaging and payments – Sits between the transacting brand and the consumer 5 billion times annually• mCommerce innovation suite dedicated to next- generation engagement – Hyper-local behavioral intelligence offers “context on steroids:” • not just who you are and where you are…but where you have been… – Heightened handset functionality • Rich content push, campaign targeting and management
  52. 52. Rio Launched 20th May 2011 on Android and October 1st 2011 on iPhone / iPad
  53. 53. The Brief• Give Rio fans around the world access to exclusive content• Deliver content to fans for free; control download of rich data through WIFI channels• Build two-way communication between Rio & his fans• Develop mobile as a retail channel• Enable social engagement• Create a marketing community
  54. 54. In-App stats – demonstrateshigh social engagement• Average views per video clip is over 4 – Can be as high as 7-plus• Most devices watching new video releases• Average view length approaches 1:00• Now over 100,000 downloads• Active downloads near 50% of total universe And we know each individual response and can communicate on a region, country, city, town or person basis
  55. 55. Summary• Retailers should consider not just the content…but the context…for maximum return – Relevant messaging commands greater engagement – Heightened contextual intelligence offers best chance for ROI…with emphasis on the “Return” • Lift in sales, redemption, average ticket price… • Impact on sales window with velocity of mobile…• Campaign refinement is an ongoing opportunity – Mobile events are measured in clicks and views with lat/long attached…valuable data…• The goal: Real-Time Relevance with your audience
  56. 56. THANK YOU! #mbloxglobal
  57. 57. Mobile strategies Revenue Brand Strategies Strategies Retention Differentiation Experience Acquisition Monetisation Accessibility Expectations Immediacy Lower CPAs McommerceGreater usage Comp advantage Better service Greater returns New rev streams
  58. 58. Once you’ve invested in creating your mobile properties and presence,how do you maximize their success?
  59. 59. Mobile activity process How could Mobile How can we bestBusiness and be used to help engage with our Marketing achieve these audience in Objectives objectives? mobile? The Role of Mobile strategy mobile What is the most What is the How can we effective way ofmobile activity maximize delivering the achieving? Mobile‟s strategy? effectiveness? Campaign Mobile Mobile delivery evaluation development
  60. 60. Maximising Mobile SuccessMobilizing existing activities Activate Mobile Marketing ATL advertising Mobile Search Fixedline search Display Advertising activity Instore/promo material SMS/MMS marketing Existing CRM HTML5 mobile Activity Email marketing Mobile video/prerole Fixedline Display/Behavioral Appstore/marketplace presence Sponsorships Mobile SEO TV Advertising Carrier partnerships Website Mobile email marketing Partnerships VOD
  61. 61. Key tools for maximising success EffectiveTracking Creativity Planning and Buying
  62. 62. Effective tracking
  63. 63. The Right Tracking MsitePublishers (CPM) Optimization Banner/ Tracking Banners HTML Ad Unit Networks Bannerclick Time of day Network Day of weekNetworks (CPC) Publishers Publisher Coded Publisher groups publishers Application App downloads Events Section Virtual CPA Carriers searched Behavioral groups (CPC/CPM) Actions taken Usage Location H/M/L Usgae Activity Usage Retargeting
  64. 64. The advantages of YSDK Fully trackable Plan on through to virtual costconversions per iOS and acquisition Android In app event Conversion reporting attribution of web to app and app to web
  65. 65. Mobile Creative
  66. 66. Rich Media Advertising Effectiveness Smartphone Users are 50% Ad awareness more likely to Increased By recall an 25% For expandable expandable banner bannersSource: IAB UK
  67. 67. Multi Banner HTML5 Expandable
  68. 68. Multi Banner HTML5 Expandable
  69. 69. Multi Banner HTML5 Expandable
  70. 70. Multi Banner HTML5 Expandable
  71. 71. Multi Banner HTML5 Expandable
  72. 72. Multi Banner HTML5 Expandable
  73. 73. Rich Media Capabilities SHAKE & TILT ANIMATION FACEBOOK Accelerometer control for Fluid automation engine with Post to wall on Facebook engaging experience / games high performance sequencing TWITTER 360 DegreesPost status update to Twitter Product Rotations & Panoramas DRAG & DROP IMAGE GALLERY UI for puzzles, builders and Tactile galleries with more thumbnails & downloads SMART DAYPARTING SOUND BOARD Creative or offer varies byTap to play sound immediately time of day COMPLEX ANIMATIONS Mapping FORM CAPTURESlide, fade, object paths and Link through to Google maps Text, pull down, checkbox & more 80 form validation for lead gen with option for branded pins
  74. 74. What can Yodelmobile provide?The most cutting edge HTML5 Ad CreationserviceBuild Once, Run Everywhere Ads run Across iOS & Android devices ( others to come Q2 2012 ) All Ads we create can be served through all major mobile ad networks and 100+ premium publishers 81
  75. 75. Creative Banner delivery - HTC
  76. 76. Planning Mobile activity
  77. 77. Branding Works on MobileAverage Brand Lift of Mobile Display Campaigns +13% +16% +24% +76% +58% +44% 1) Sample includes hundreds of mobile display campaigns Source: Goole: Insight Express Online & Mobile Norms, Nov‟07 to Dec‟09
  78. 78. Mobile Drives ResponseConversions Click Through Rate Cost Per Acquisition +80% -15% +43% Separating out mobile campaigns from desktop drives significant performance gains Source: Google internal data, 85
  79. 79. The P&B Rule book1. Make sure your activity is trackable2. Use the right solutions for the objectives ie clicks, impressions, video, data capture, click to call etc3. Mobile is not just search, its also Networks, Publishers and carriers4. Test, learn and implement5. Mobile advertising doesn‟t have to be simply banners6. Buy effective prices not the cheapest
  80. 80. Thank