Mobile Marketing

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Mobile Marketing

  1. 1. DMMP   November  2013     Mobile  Marke-ng    
  2. 2. Agenda   •  Sta-s-cs     •  Case  studies   •  How  we  integrate  with  other  marke-ng   communica-ons  
  3. 3. Source:  M.  Isaacs,  Essence  (2010)  
  4. 4. Tipping  Point   Source:  Comscore,  2011  
  5. 5. Mobile  Device  Shipment   Source:  Econsultancy  Mobile  Sta-s-cs  Compendium  Global,  November  2011  
  6. 6. Global  Smartphone  Penetra-on   Base:  Total  na-onal  popula-on     *  Japan  smartphone  penetra-on  data  excludes  feature  phones       Smartphone  sales  will  reach  467m  units  in  2011.       Source:  ourmobileplanet.com,  Nov  2011  
  7. 7. Emergent  Trends   Source:  Econsultancy  Mobile  Sta-s-cs  Compendium  Global,  November  2011  
  8. 8. Emergent  Trends   Source:  Econsultancy  Mobile  Sta-s-cs  Compendium  Global,  November  2011  
  9. 9. It’s  Not  all  CuVng  Edge   Source:  J.P.  Morgan,  2011  
  10. 10. Developing  a  Strategy   1.  How  do  customers  use  mobiles?   2.  Know  their  device(s)   3.  Use  Analy-cs   4.  Iden-fy  opportuni-es   5.  Not  apps  vs  mobile  site!  
  11. 11. Strategy  1:  How  they  use  mobile   1.  How  do  your  customers  use  mobile?   e.g.  UK  Smartphone  use   Source:  Econsultancy  Mobile  Sta-s-cs  Compendium  Global,  November  2011  
  12. 12. Strategy  2:  Know  their  device(s)   ü  Measure  handset  mix  when  people  arrive  at  your  site   ü  Don’t  rely  on  official  market  data/reports  alone   Source:  Econsultancy  Mobile  Websites  and  Apps  Op-miza-on  Best  Prac-ce  Guide  Seven  Ways  to  Op-mize  your  Mobile  Strategy  (Part  1),  2011   Image  source:  hap://bango.com/mobileanaly-cs/,  November  2011  
  13. 13. Strategy  3:  Develop  Analy-cs   1.  User  Agent  String  for  every  mobile  device   2.  Refresh  device  database   3.  If  device  not  recognised,  may  not  count  accurately,  e.g.:   •  Tablet  or  iPod  included  in  desktop   •  Android  under  coun-ng   4.  Include  tracking  tag  on  landing  page   Image  source:  hap://bango.com/mobileanaly-cs/,  November  2011  
  14. 14. Strategy  4:  Iden-fy  Opportuni-es   1.  Do  the  analysis!   2.  Synthesise  the  data  to  iden-fy:   •  Key  issues   •  Opportuni-es     •  E.g.  Build  for  one  Android,  use  for  many  devices   •  ‘Webkit’  browser  reaches  Apple  &  Android  use  browsers   •  Good  Blackberry  experience?  
  15. 15. Strategy  5:  Forget  apps  vs  mobile   1.  Offer  a  good  experience   2.  Not  a  black  hat  world   3.  Op-mise  for  mobile!  
  16. 16. Relevance  of  communica-on   •  Be  aware  of  your  market,  e.g.   •  UK:   –  Users  prefer  to  access  mobile  internet  via:   •  Browser  (70%)   •  App  (55%)       –  Men  more  likely  to  use  apps  to  access  online  informa-on  than  women   (46%  versus  35%)   •  US:   –  54%  of  3,905  respondents  preferred  using  mobile  browsers  to  shop   online  ,  instead  of  apps  (41%)     –  48%  preferred  to  use  a  credit  card  for  mobile  purchases   Source:  econsultancy.com  November  2010  
  17. 17. Not  all  mobile  yet   Source:  M.  Isaacs,  Essence,  2010  
  18. 18. Engaging  Customers?   •  70%  of  companies  yet  to  launch  mobile  site     (Econsultancy,  Nov  2011)   •  Only  2%  op-mised  mobile  sites  for  transac-ons (IDM,  Nov  2010)   Number  of  UK  internet  users  that  accessed  the   web  via  mobile  in  2011:   Source:  Econsultancy.com  November  2011    
  19. 19. MOBILE  COMMERCE  
  20. 20. Mobile  Commerce   •  Mobile  commerce  set  to  double  by  2013:   –  up  from  £123m  (2010)  to  £275m   •  Majority  of  top  50  retailers  now  selling  via  mobile  (only  12  not)   •  10%  of  European  web  shoppers  use  mobile  for  product  search,  purchase  or   price  comparison.   •  They  spend  more  too!    (15-­‐30%)   Source:  econsultancy.com  November  2010  &  November  2011  
  21. 21. Mobile  Commerce:  John  Lewis   •  Over  100k  visitors  p/wk  to  site  via  mobile   •  Mobile  website  launched  11.10.10   m.johnlewis.com   Source:  Econsultancy,  October  2010  
  22. 22. Mobile  Commerce:  Debenhams   •  Launched  mobile  app  for  iPhone  w/c   11/10   –  75,000  downloads  in  1st  week  (#7)   •  Includes  barcode  scanner  –  ideal  for     mul--­‐channel  shopping   •  No  ‘reserve’  func-on   •  QR  Codes   Source:  Econsultancy,  October    &  November  2010  
  23. 23. Simple  &  Effec-ve   •  •  •  •  Global  1st  Na7onwide  Mobile  Couponing  Roll-­‐out       ‘Two-­‐for-­‐one’  m-­‐voucher  offer  using  241  shortcode   Reference  number  acts  as  2  for  1  m-­‐voucher     2,400  m-­‐voucher  redemp7on  devices  in  500  cinemas   na7onwide     Source:  Outrider,  2009  
  24. 24. APIs:  Tesco.com   Source:  A.  Maurer,  Tesco.com,  #fodm  2010  
  25. 25. Mobile  and  social  
  26. 26. Privacy...   Source:  econsultancy.com  November  2010  
  27. 27. Role  in  Future  Strategy?   Mobile   Site     vs     Apps?   Source:  Econsultancy  Mobile  Sta-s-cs  Compendium  Global,  November  2011  
  28. 28. Today’s  Outcomes   •  We’ve  highlighted  some  key  trends  in  mobile   •  We’ve  discussed  a  mix  of  case  studies   •  Awareness  of  integra-on...  
  29. 29. Reading   •  Morgan  Stanley  report:   hap://www.morganstanley.com/ins-tu-onal/techresearch/pdfs/2SETUP_12142009_RI.pdf     •  Overview:     hap://www.briansolis.com/2010/02/mobile-­‐internet-­‐market-­‐to-­‐eclispse-­‐desktop-­‐internet     •  Stats/guides:     hap://econsultancy.com/uk/reports/sta-s-cs     hap://econsultancy.com/uk/reports/best-­‐prac-ce-­‐guides     •  Infographics   •      hap://econsultancy.com/uk/reports/mobile-­‐ecosystem    
  30. 30. DIGITAL MEDIA AND MARKETING PLATFORMS (DMMP) Term 1 Week Week Lecture Topic (1) Tutorial (1.5) Assessment Introduction of Ass't 1 No 9 26/09/11 Introduction of Unit & Outcomes N/A 10 03/10/11 Split week Speed Dating and Group Formulation 11 10/10/11 Platform 1: Blogging for Business Assignment Briefing 12 17/10/11 Platform 2: Email Blogging Excercises 13 24/10/11 Platform 3: Search Email Excercises 14 31/10/11 RED WEEK 15 07/11/11 Platform 4: Social Media Search Engine Excercises 16 14/11/11 Platform 5: Mobile Social Media Excercises 17 21/11/11 Digital Campaign Essentials Assignment Support (In Normal Tutorials) 18 28/11/11 Assessment Support & Re-brief Assignment Support (Bookable via Moodle) 19 05/12/11 No Lecture Assignment Support (Bookable via Moodle) Submission 2 (30%) 20 12/12/11 No Lecture N/A 21 22 23 19/12/11 26/12/11 02/01/12 24 09/01/12 Examination Lecture N/A Assignment Briefing Submission 1 (10%) Questions Revealed & Results and Feeedback of Ass't 1

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