The PPC PeopleHarnessing the power of mobileby Sri SharmaManaging Director, Net Media Planet                              ...
The PPC People    About the author    Sri Sharma Managing Director    Sri Sharma is the Founder and Managing Director of N...
The PPC PeopleWith 46% (26.4million) of all phones in the UK now smart-phones and mobile revenue continuingto grow at an e...
The PPC People    With discounting so ingrained into consumers, there was a concern that not offering a discount    would ...
The PPC PeopleAdditional research from Google shows that tablet users are also typically multitaskers; 42% aredoing someth...
The PPC People                                                           To achieve this, Net Media Planet developed a    ...
The PPC PeopleAbout Net Media PlanetNet Media Planet is an award winning dedicated paid search marketing agency. Its sole ...
Clover House, 147-149 Farringdon Road, London EC1R 3HNT. 0870 295 1126E. info@netmediaplanet.comwww.netmediaplanet.com
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Harnessing The Power Of Mobile From Net Media Planet

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The latest \'White Paper\' from Net Media Planet as founder & MD, Sri Sharma, reveals how to harness the power of Mobile.

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Harnessing The Power Of Mobile From Net Media Planet

  1. 1. The PPC PeopleHarnessing the power of mobileby Sri SharmaManaging Director, Net Media Planet Paid Search Marketing Display & Social Media Advertising Multi-Channel Tracking & Attribution
  2. 2. The PPC People About the author Sri Sharma Managing Director Sri Sharma is the Founder and Managing Director of Net Media Planet. A specialist in maximising the potential of online marketing, Sri has helped clients including HSBC, P&O Ferries, The Perfume Shop and Evans (part of the Arcadia Group) to drive a step change in their online efforts with significant impact on their bottom line. Under Sri’s leadership Net Media Planet has received numerous industry accolades. Most notably, Net Media Planet has been listed in The Sunday Times Tech Track 100, the Deloitte Fast 50, and the Deloitte Fast 500. The company currently helps its clients to generate revenues of over £100 million annually. Sri is a highly respected PPC specialist in the industry, and has spoken at a number of conferences all over the world, including Internet World, Search Engine Strategies and the Online Marketing Show. He has also stood alongside brands such as Yahoo! and Bing on speaker panels. In the industry he is renowned for the outstanding levels of customer retention he has driven at Net Media Planet. He recently won highly commended Entrepreneur of the Year at the National Business Awards.2 © 2012 Net Media Planet
  3. 3. The PPC PeopleWith 46% (26.4million) of all phones in the UK now smart-phones and mobile revenue continuingto grow at an exponential rate, the need to invest in mobile is clear. What brands don’t yet fullyunderstand is how to harness this new channel.The fundamental issue is that consumers are no longer guaranteed to be in a specific locationwhen they engage with brands and brands don’t understand how location alters consumerbehaviour. This is most evident when we examine the three types of mobile consumer thatbrands look to try and target - the consumer on the move, at home and in-store.However, whilst brands don’t yet understand the impact of location on consumer behaviour,they do know the three basic consumer demands of mobile: Simplicity - a simple experience that works for them Immediacy - instant access to the information they are looking for Context - relevancy to who they are, where they are, and what they are looking forUnderstanding these needs is the first step towards understanding how consumer behaviouralters when on the move, at home and in-store, as Papa John’s Pizza discovered.The first step to going mobile - targeting consumerson the moveThe mobile consumer on the move is typically a commuter that uses mobile whilst travelling, tocheck emails, search for items of interest or make simple purchases. The most prevalent typeof mobile consumer, they are the ideal initial target for brands looking to build mobile into theirstrategy.Papa John’s Pizza, the UK’s third largest pizza chain and a Net Media Planet client, did just this. With a core objective of improving bottom line profit, Papa John’s Targeting customers at their hungriest challenged Net Media Planet to develop a strategy that moved it away from discounting without damaging its sales volumes. A fundamental element of the strategy Net Media Planet developed was to target consumers when they were hungriest, as price was less important when consumers were hungry. Research revealed that the peak times for consumers to be swayed by hunger rather than price were between 6.30 and 7.30pm (when on their commute home) and between 10.30 and 11.30pm (when on their journey home from the pub) - both times when consumers can only be contacted by mobile. Mobile was therefore a crucial part of reaching consumers at their hungriest. 3Harnessing the power of mobile
  4. 4. The PPC People With discounting so ingrained into consumers, there was a concern that not offering a discount would impact on conversion rates, and therefore sales. To counter this, Net Media Planet proposed a campaign focused on increasing average order values by creating messaging with appetite appeal. To increase average order value, Net Media Planet focused on generating sales of sides and desserts. To make the desserts and sides appealing to consumers, Net Media Planet looked to replicate a restaurant specials board - using messaging focused on the taste rather than the price. Each phrase was generated in a series of creative workshops where Net Media Planet’s copywriters and analysts tested the products, so Net Media Planet was confident the messages would work. The results however, exceeded expectations. After just three months, Papa John’s saw: mobile revenue per click increase by 48% profit per pound spent increase by 139% average order value increase by 13% As the Papa John’s case study shows, targeting consumers on the move can be very lucrative for brands. The mobile consumer at home is also a lucrative market, not least because they tend to be tablet users. When the mobile consumer isn’t mobile From our work across our retail client-base, we know 55% of all sales on tablets happen between 6pm and 8am (see graph below). Consumers are more likely to be at home rather than on the move at this time. This begs the questions of whether consumers on tablets are truly mobile. Sales on Tablet devices - by time of day 100% Indexed 0% 0 2 4 6 8 10 12 14 16 18 20 22 24 Hours Source: Net Media Planet - Retail clients, Q4 20114 © 2012 Net Media Planet
  5. 5. The PPC PeopleAdditional research from Google shows that tablet users are also typically multitaskers; 42% aredoing something else whilst searching on mobile (typically watching TV). This makes them moredistractible. Indeed, as the graphs below show, tablet users are far more likely to only click ononly the top two positions of the search results. CTR by Average position - Tablet CTR by Average position - Desktop CTR by Average position - Tablet CTR by Average position - Desktop 60.0% 60.0% 40.0% 40.0%CTR CTR 20.0% 20.0% 0.0% 0.0% 1 1.5 2 2.5 3 3.5 4 4.5 5 1 2 3 4 5 Average position Average positionSource: Net Media Planet - Retail and Travel clients, Q4 2011It is now possible to identify and target customers using tablets at home rather than onthe move.Google has recently launched a new feature that enables brands to target only those consumerswhose tablets are connected via Wi-Fi rather than a mobile network. And, as it is reasonable toassume that a tablet user on Wi-Fi between 6pm and 8am is at home, this gives brands theopportunity to specifically target the consumer at home.The fact that the mobile consumer at home is often a tablet user also gives brands a greatopportunity to look to increase average order values. Indeed the tablet is often a secondary ortertiary device in the consumer’s home, suggesting an affluence that can be tapped into withcarefully targeted campaigns. Tablet penetration may not be at the level of smartphones yet butbrands shouldn’t ignore the potential here.Taking mobile a step further - how to harness mobilecustomers on the high streetWith more than 50% of smartphone users now using their mobiles on the high street to findstore locations, check prices and search for reviews, mobile can play a pivotal role in drivinghigh-street sales.In the build up to Christmas, The Perfume Shop - the UK’s second largest perfume retailer,tasked Net Media Planet with driving awareness of and footfall to its 250 stores nationwide. 5Harnessing the power of mobile
  6. 6. The PPC People To achieve this, Net Media Planet developed a Using mobile to drive local store awareness programme to target consumers that were no more than 10 miles away from one of the retailer’s stores. Using the new Proximity bidding tool from Google and specific local messaging, including directions to the nearest store, Net Media Planet was able to boost visibility of The Perfume Shop’s adverts by 60% as soon as consumers entered the 10 mile radius. The increase in visibility significantly increased awareness of local stores and footfall. It also had a positive impact on The Perfume Shop’s mobile performance: 10 mile radius of The Perfume Shop store locations � Mobile traffic increased by 76% � Mobile revenue increased by 17% Mobile must drive value in its own right but should be part of a wider strategy As The Perfume Shop case study illustrates, whilst mobile must drive value in its own right, brands should also use mobile to integrate all of their marketing channels. Indeed, it is mobile’s potential to act as a bridge between online and offline that makes it potentially the most valuable channel over the next five years. High Street Mobile Online New technology offerings, such as Google Offers and Google Wallet, are being developed to enable brands to measure traffic in-store that originated online. These will be pivotal in making mobile a strategic channel for brands as they will effectively enable marketers to achieve the joined up approach that has been, and continues to be, the nirvana for marketing. The brands that invest time and resources in using mobile as the centre piece of an integrated channel now will be the ones that get ahead and stay ahead as mobile evolves.6 © 2012 Net Media Planet
  7. 7. The PPC PeopleAbout Net Media PlanetNet Media Planet is an award winning dedicated paid search marketing agency. Its sole aim is tohelp ambitious clients maximise the potential of their online marketing.Based out of London, UK, Net Media Planet works with clients spanning numerous sectorsincluding retail, travel and finance. These clients include HSBC, P&O Ferries, The PerfumeShop and Evans (part of the Arcadia Group). It currently operates across 55 countries in over30 languages and generates revenues for its clients of over £100 million annually.Since launching in 2004, Net Media Planet has received numerous industry accolades. Mostnotably, Net Media Planet has been listed in The Sunday Times Tech Track 100, the Deloitte Fast50, and received a commendation in the National Business Awards, South England.For further information:Tel: 0870 295 1126Email: sri@netmediaplanet.comWeb: www.netmediaplanet.com 7Harnessing the power of mobile
  8. 8. Clover House, 147-149 Farringdon Road, London EC1R 3HNT. 0870 295 1126E. info@netmediaplanet.comwww.netmediaplanet.com

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