Mobile Marketing
Magnus Jern, CEO Golden Gekko
Crea Digital Day
9 January, 2014
Who am I?
Software
engineer, entreprene
ur, CEO and SVP
Programmer since childhood
Bulletin Boards
University
Framfab
Drif...
Content
About Golden Gekko
Why Mobile
Why Mobile First
Apps vs Web
How do I create a great mobile service
Summary

3
About Golden Gekko
4
We help build Mobile
Engagement Experiences

“Mobile Engagement is the Golden Gekko
approach deploying technology to achie...
A team of 180+ people that love and breathe
mobile apps. 20+ nationalities across 5 countries.

6
More than 150 brands and agencies have put their trust in us
since 2005.

7
Process

From Concept to Launch
1. Strategy/Concept

2. UE/Design

3. Development

..........................................
Why Mobile?
“Most people look at their phone about 150 times a
day, that’s roughly once every 6.5 minutes”
- Qualcomm CEO,...
Mobile allows you to do more…

…and be where the consumers are!

10
Smartphone Usage – Mobile Advertising

Where mobile ads are noticed
on a video web site

23%
34%
39%
46%
48%

watching a v...
Consumer presence vs spent budget
% Time Spent per media vs Ad Spend 2013

The gap is widening

Time spent on mobile

Ad s...
What happened in 2013?
Mobile Media Spend continued to grow by about 120% in
NA and Europe
Much of the growth was fueled b...
Smartphones are used everywhere

14
Smartphone Usage – Cross Media

15
Smartphones have become so important to
consumers that 40% would rather give up
their TV than their smartphone

16
Source:...
Why Mobile First?
17
Mobile-First
Yesterday

Today

“Go to the computer”

“Open a browser (or app)”

LOCATION is irrelevant
TIME is on my side
...
Mobile-First
Mobile-optimized sites are 3x more likely to generate
mobile conversion rates of 5%+ than desktop sites.
Adob...
Responsive Web
Technique with HTML, CSS and Java script allowing us to
build a single website that adapts to any device.

...
Content Strategy
Layout and write copy for mobile first - it will force you to
prioritize by value.

The Value
Why the val...
Apps vs Web?

22
Apps vs Web
Answer = Both
Mobile web has more users, but time spent on apps vastly
outperforms mobile web for top destinat...
Apps vs Web
Olympics 2012: the most mobile visited channels ever

+
+
+
+
+
+

432m total visits from 109 unique users acr...
How do I create a great
mobile solution?
25
What makes a great mobile app?
The conceptual idea and its execution
Relevance – is it relevant to the
target audience
Own...
Stickiness - keeping the consumer’s attention

27
Identifying the right use cases
User Centric approach: Review the
touch points and top use cases and
build your campaign a...
29
30
31
Examples: Nike+
All stickiness factors:
Utility
Interactivity/Social
User Experience
Performance

32
Portfolio

My Dog
Social mobile platform for dog
lovers.
My
Network: Meet, connect, socialise, a
nd share with dog lovers
...
O2 Priority
Moments
Offers for loyal customers.
Local offers and exclusive
experiences from the best already in
the market...
End-to-End Process
35
From Vision to Launch and Beyond
Vision and Strategy
 Collaborate to create a
vision that succinctly
describes where the
...
Vision and Strategy







Review existing data
Competitive Audit
Stakeholder interviews
Local surveys
Local ethnogr...
Create and Build

Deliverables
 Project Schedule and Scope
 Wireframes and Designs
 Prototype Strategy, if applicable
...
Launch and Market
Drive trial and engagement by utilizing paid, owned, and earned media channels

Paid

Display, Search, N...
Measure and Maintain
Providing insight and visibility into the app performance and user behavior is key to measuring
progr...
Measuring Success
Smart Mobile App KPIs measure engagement and not only
downloads.
KPI

How

Target

Date

# of app downlo...
Shall we sum it up?
42
Summary and key insights
Mobile is already bigger than print and radio and will surpass PC Web in
media time spent by 2015...
Magnus Jern
CEO
email

magnus.jern@goldengekko.com

mobile +44 778 994 8836
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Mobile Marketing presentation from Magnus Jern, CEO Golden Gekko, at CREA Digital, Geneva.

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The presentation covers the following topics
* Why Mobile - latest stats and trends that you need to know
* Why Mobile First - why mobile is more important than desktop PCs
* Apps vs Web - what technology should you go for?
* How do I create a great mobile service - tips and tricks

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  • 1. Increase reach where and on the devices customers are (mobile services and devices)2. Increase conversationCreate a platform for ongoing conversation anytime and anywhere3. Increase transactionsTalk to customers when they are nearby or at the point of purchase (bar, retail store, etc) and drive redemptions/paymentsTypes of platform technologyNative Apps – Platform specific codeMobile Web / HTML5 – Web technology to run on any device with some optimisationHybrid Apps – Combination of (1) and (2)
  • Smartphone penetration up 37% Q1 2012 to Q1 2013
  • It’s about stickiness.Utility/Entertaining – usefulness or funUser Experience – Ease of use and design Interactivity – Social, engaging, pull and pushPerformance – Speed, reliable, off-line and slow network supportExamples:Nike+ Running – all 4Skol Radio - 3 of 4Jupiler Pro League – 3 of 4Note: 3 out of 4 is minimal to succeed normally
  • Mobile Marketing presentation from Magnus Jern, CEO Golden Gekko, at CREA Digital, Geneva.

    1. 1. Mobile Marketing Magnus Jern, CEO Golden Gekko Crea Digital Day 9 January, 2014
    2. 2. Who am I? Software engineer, entreprene ur, CEO and SVP Programmer since childhood Bulletin Boards University Framfab Driftbolaget Blokks Vodafone Golden Gekko NComVA
    3. 3. Content About Golden Gekko Why Mobile Why Mobile First Apps vs Web How do I create a great mobile service Summary 3
    4. 4. About Golden Gekko 4
    5. 5. We help build Mobile Engagement Experiences “Mobile Engagement is the Golden Gekko approach deploying technology to achieve both customer intimacy and scale. It’s about engaging customers to interact with their favourite brand on a daily basis, wherever they are.” 5
    6. 6. A team of 180+ people that love and breathe mobile apps. 20+ nationalities across 5 countries. 6
    7. 7. More than 150 brands and agencies have put their trust in us since 2005. 7
    8. 8. Process From Concept to Launch 1. Strategy/Concept 2. UE/Design 3. Development ................................................ Agree objectives, target group, strategy, platforms and concepts with input from our team based on experience of 500+ apps/sites. ................................................ Our user experience team creates wireframes, user journeys and designs optimised for the targeted mobile devices ................................................ Chose technology and develop the mobile apps/site across the agreed platforms in iterations to allow for testing throughout the process. 4. QA/Test 5. Distribution ................................................ Test the mobile app/site across the target devices with the agreed use cases. ................................................ Launch and submit the app to the agreed appstores (e.g. ITunes, Android Market, Getjar, Amazon, etc) and promote it. 6. Operations & Analytics ................................................ Monitor the performance of the app/site, maintain and update based on user feedback. 8
    9. 9. Why Mobile? “Most people look at their phone about 150 times a day, that’s roughly once every 6.5 minutes” - Qualcomm CEO, Paul Jacobs. 9
    10. 10. Mobile allows you to do more… …and be where the consumers are! 10
    11. 11. Smartphone Usage – Mobile Advertising Where mobile ads are noticed on a video web site 23% 34% 39% 46% 48% watching a video on website 0% 20% 40% 60% 11
    12. 12. Consumer presence vs spent budget % Time Spent per media vs Ad Spend 2013 The gap is widening Time spent on mobile Ad spend on mobile Source: eMarketer, August 2013 and IAB October 2013 for the US and Europe Note: Time spent on each medium includes all time spent with that medium regardless of multitasking; for example, 1 hour of multitasking on PC while watching TV is counted as 1 hour for TV and 1 hour for online * Off-line reading only 12
    13. 13. What happened in 2013? Mobile Media Spend continued to grow by about 120% in NA and Europe Much of the growth was fueled by Facebook and Google ads thanks to a much larger share of mobile users and mobile advertising offerings Facebook pay per app download most popular 13
    14. 14. Smartphones are used everywhere 14
    15. 15. Smartphone Usage – Cross Media 15
    16. 16. Smartphones have become so important to consumers that 40% would rather give up their TV than their smartphone 16 Source: Nielsen
    17. 17. Why Mobile First? 17
    18. 18. Mobile-First Yesterday Today “Go to the computer” “Open a browser (or app)” LOCATION is irrelevant TIME is on my side U.E. “most content win!” LOCATION is everything TIME flies U.E. “Less is more” 18
    19. 19. Mobile-First Mobile-optimized sites are 3x more likely to generate mobile conversion rates of 5%+ than desktop sites. Adobe 2013 Digital Marketing Optimization Survey Heinekens global website on mobile This is what a popular branded Facebook app looked on mobile… 19
    20. 20. Responsive Web Technique with HTML, CSS and Java script allowing us to build a single website that adapts to any device. 20
    21. 21. Content Strategy Layout and write copy for mobile first - it will force you to prioritize by value. The Value Why the value How to use the value 21
    22. 22. Apps vs Web? 22
    23. 23. Apps vs Web Answer = Both Mobile web has more users, but time spent on apps vastly outperforms mobile web for top destinations 23
    24. 24. Apps vs Web Olympics 2012: the most mobile visited channels ever + + + + + + 432m total visits from 109 unique users across web and mobile 15m app downloads (+ Para olympics 5.8m and game 6.5m) 60% of visits from mobile devices 23% of app users generated 64% of time spent 627k Facebook Check-ins at venues 10m+ push notifications with 60% open rate 24
    25. 25. How do I create a great mobile solution? 25
    26. 26. What makes a great mobile app? The conceptual idea and its execution Relevance – is it relevant to the target audience Ownership – is the brand a credible owner Interactivity/ Social User Experience Stickiness Credit – will the brand get credit Reach – will it reach a large enough audience Performance Utility/ Entertainment 26
    27. 27. Stickiness - keeping the consumer’s attention 27
    28. 28. Identifying the right use cases User Centric approach: Review the touch points and top use cases and build your campaign and conversation 1 8 Blogs Magazines/TV/Fashion shows Social Networks Colleagues/Family/Friends 2 Talking about the World Cup Show support for favorite team Fan page Feedback, Offers, News, Inspira tion for the next event Inspire Post WC Engage 7 3 Planning for the next game Talking about the next game Between games USER JOURNEY Planning Friends to watch with Where to watch? Bar / Home When to meet Warming up At home In Bar 6 Theme Drinks Food Music 4 Following news up to the game Betting on the game Talking to friends 5 Order in the bar Socialise Bar games 28
    29. 29. 29
    30. 30. 30
    31. 31. 31
    32. 32. Examples: Nike+ All stickiness factors: Utility Interactivity/Social User Experience Performance 32
    33. 33. Portfolio My Dog Social mobile platform for dog lovers. My Network: Meet, connect, socialise, a nd share with dog lovers Functionality: Share photos with other dog lovers. Out & About, Directory, Profile, Dog Care/Dr Dog, Advisor, Travel Tips and more Stickiness factors: Utility Interactivity/Social User Experience Performance 33
    34. 34. O2 Priority Moments Offers for loyal customers. Local offers and exclusive experiences from the best already in the market - from some of the UK’s most well-loved brands. Over 3.4m active users Dec 2013 Stickiness factors: Utility User Experience Performance 34
    35. 35. End-to-End Process 35
    36. 36. From Vision to Launch and Beyond Vision and Strategy  Collaborate to create a vision that succinctly describes where the client wants to be in the long term  Provides a focus and rallying point for team  Achieve through facilitated collaboration and consensus building Underlying Principles: Create and Build Launch and Market  Holistic thinking to align solution to vision  Concept Planning and Ideation  User-Centric UX and UI Design  Prototyping  Solution Development  Quality Assurance and Deployment Planning  Push the fully-tested app to a live environment and make available for download via app stores  Develop campaign and creative assets  Create and implement launch marketing plan – activating across paid, owned, and earned media Measure and Maintain  Ensure alignment with goals, requirements, an d technology  Measure app usage data and optimize app features  Track and optimize against marketing KPIs  Gather insights for future product updates and improvements
    37. 37. Vision and Strategy       Review existing data Competitive Audit Stakeholder interviews Local surveys Local ethnographies Local focus groups     Vision workshop Innovation workshops Quantitative research Concept testing Deliverables     Interview and Survey Findings User Insights and Opportunities Global and Local User Personas Feature Prioritization     Mobile Vision Roadmap Functional Requirements Technical Requirements
    38. 38. Create and Build Deliverables  Project Schedule and Scope  Wireframes and Designs  Prototype Strategy, if applicable  Common Architecture     Global Framework Local App Features Test Plans and Approach Final App Plans for Launch
    39. 39. Launch and Market Drive trial and engagement by utilizing paid, owned, and earned media channels Paid Display, Search, Native, Distributed Content, Video, Traditional Media Owned Websites, Content, Blogs, Social Media Platforms, Email, Guest Receipts, On-Property Promotions Earned PR Pick-ups, Word of Mouth, Referral Programs, Re-tweets, Likes, Reviews Think small, not big Create. Test. Learn. Think Content First Numerous small ideas and executions, performed over time, tend to add up to a much larger result than one big ad campaign. Each element of a launch can and should be measured. We evaluate this data in real-time to double down on what’s working and eliminate what’s not. Connecting with today’s consumers requires valuable, entertaining, and moving content, distributed effectively.
    40. 40. Measure and Maintain Providing insight and visibility into the app performance and user behavior is key to measuring progress against goals and objectives and making meaningful decisions to improve lifetime value What happened? Why did it happen? How can we improve? Gather Data Analyze Data Take Action  How are users finding the app?  Segment users and gather insights  Create better interaction  How active are they and what features are being used the most?  Uncover behavior and activity trends  Provide one-to-one marketing  Identify opportunities for targeted campaigns/offers/promotions  Drive engagement  Determine most appropriate method and times to deliver messaging  Promote customer loyalty  Where are users abandoning the app?  What is the user retention rate?  What is the user experience and how are users reacting to the app (user reviews/app store ratings)? Deliverables  Performance Measurement Brief  Customer and Performance Data Inventory  Performance Measurement Gap Analysis against Launch Plan  Increase revenue  Improve customer satisfaction  Create brand enthusiasts  Documented KPI capture and business demands  High-Level six-month performance measurement roadmap  App maintenance and support plan
    41. 41. Measuring Success Smart Mobile App KPIs measure engagement and not only downloads. KPI How Target Date # of app downloads YTD and per month Distimo 300.000 3 months from launch App Store Ratings App Store 4 stars 3 months from launch Accumulated # of unique active users per month (measures UEU for apps) Google Analytics 50.000 Monthly over 3 months Average Session Length/Visit duration (measures average session time) Google Analytics 2 min 3 months from launch Frequency of use (e.g.: in average every visitor access the app 3 times per month) Google Analytics 3 times/month Monthly over 3 months Transactions (redemptions and purchases) E.g. PayPal/Google Analytics 10% = 5.000 with average value of 3 USD 3 months from launch Registrations User data base / Harte Hanks 70% of monthly active users Monthly over 3 months 41
    42. 42. Shall we sum it up? 42
    43. 43. Summary and key insights Mobile is already bigger than print and radio and will surpass PC Web in media time spent by 2015 but is currently far behind in media spend. Is mobile defined in your budget in proportion to customer demand? Apps vs web – apps are not for everyone but provide one of the best channels for ongoing engagements and to drive transactions A great solution needs relevant content and a clear key use case Key success factor for all solutions is utility and/or entertainment factor Enable user discovery - leverage other channels to promote your mobile solution Set SMART targets, monitor them rigorously and improve 43
    44. 44. Magnus Jern CEO email magnus.jern@goldengekko.com mobile +44 778 994 8836

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