M2 Roadshow Nick Fuller Independent Consultant


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How to take your online strategy mobile

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  • Why are brands going mobile, because consumers are
  • What are consumers doing on the mobile Internet/ User Internet and search Internet… is a lot more than text and voice, listen to music, playing games and search, as these lend themselves well to the Internet, as that is what people do on the fixed Internet.
  • Not just simply transferring –strategy and reasons for engaging with people on the mobile Internet.
  • Get people familiar. Like this because their online startegy is to recognise the channel for this show, and mobile was a good way of getting people to look at clicks wherever they were.
  • Back to school uniform offer – all above the line. Wanted mobile to create an opt-in offer. You Although the Range of variants, from size of trousers and jumper and by age is enormous, quite ambitious for a mobile Internet site. Select items and then use voucher to order online or by phone. 90% CTR, and people visited several pages. Was a breakthrough pages, and it got people to download lvouchers for Going for busy mums, and that’s why mobile works so well. A lot of people think will go mobile if they can do something funky, but it needs to be useful About coming up with something useful rather than 16-24 year olds
  • Rimmel – an uadience on-portal and off-portal, for ayoungert audience, set up a microsite… about engagement and getting them to the mobile Internet site and doing something while they were there. Collecting data, and making sure consumers were engaging. Literally about getting people to download information about the product.
  • Getting an instant motor quote from a mobile Internet site, go directly to dotmobi site… Need to ask 3 questions, and get a quote back in seconds. From a startegic point of view, they aim target at particualr audience. Taking what they do online and taking it onto mobile. This has one several awards.
  • Done something similar to the web, but different. On web look at delivering But on mobile, in gerneral traffic is Search is still clunky on mobile, and 55% of iPhone driven by serach On mobile cannot be reliant on Goolge just yet, Second Cannot rely on people finding you on display either. People expect to be delivered to somehitn that is entertaining or valuable, and will be disappointed if not.
  • M2 Roadshow Nick Fuller Independent Consultant

    1. 1. Brand Focus Taking Your Online Strategy Mobile
    2. 2. About Me <ul><li>Independent Digital DM consultant working with brands and MSP’s in harnessing the power of digital </li></ul><ul><li>Clients include JaywingDMG, Indicia Group, Direct Marketing Association, AXA PPP and Alterian </li></ul><ul><li>Mobile - Client Services Director at Flytxt, former founder and Chair of the DMA Mobile Marketing Council </li></ul>
    3. 3. Why Are Brands Going Mobile? Because Consumers Are
    4. 4. Consumers and the Mobile Internet <ul><li>92% of the population never leave home without their phone and 74% never switch it off (Source – IAB research) </li></ul><ul><li>c 15m mobile internet users in the UK (Source – mobileSQUARED). 35% of mobile users used the mobile internet every week </li></ul><ul><li>Growth has been fuelled by the take up of 3G (now just short of 40%) , smart phones (particularly the iPhone, soon to be available beyond 02) and ‘all you can eat’ tariffs that put an end to ‘bill shock’ </li></ul><ul><li>Most importantly, consumers are ready to use the wider array of services and applications………. </li></ul>
    5. 5. What Consumers Do Base : All respondents – mobile media users (c 2000) Source – Orange UK plc, March 2009 d’load games 19% use internet 53% d’load music 17% video MMS 31% d’load tones 23% email 26% picture MMS 64% bluetooth 63% play games 55% listen to music 49% search internet 37% radio 31% d’load pics 19% local 14% d’load logos 8% TV 4%
    6. 6. The Opportunity Is Much More Than Just Transferring a Web Presence To Mobile For many brands, this is the key because it translates to their online strategy
    7. 7. Boosting Viewing Figures – Living TV (with Blyk) <ul><li>Create an opt in audience (split between current viewers and non viewers) of 16-24 year olds. </li></ul><ul><li>Engage the audience with SMS and MMS messages </li></ul><ul><li>Drive them to a mobile internet site and offer free clips </li></ul><ul><li>Collect viewing intention and actual viewing data </li></ul><ul><li>Deliver a 62% increase in viewing figures from this audience </li></ul>
    8. 8. Driving Online and Retail Traffic – M&S <ul><li>Create an opt in audience of busy mums from response to press activity </li></ul><ul><li>Offer discount on ‘back to school’ clothes via SMS inviting respondents to visit a mobile internet site or to have their voucher emailed. </li></ul><ul><li>Enable the visitor to browse the offer on the mobile internet site – this is a complex product configuration by age and item </li></ul><ul><li>Order by phone or claim the email voucher to order online </li></ul><ul><li>Excellent click through rate and page visit per user metrics. A breakthrough campaign for the brand in what would be considered an unnatural medium. </li></ul>
    9. 9. Audience Engagement – Rimmel (with OMD) <ul><li>Create an opt in audience from responses to mobile advertising on a range of on and off portal mobile sites (from Vodafone Live to Heat) </li></ul><ul><li>Ad responders visit a microsite which includes downloadable wallpaper, video's, make-up tips and viral MGM’s. Visitors too can sign up to the Ambassadors Club and receive text alerts as new products are launched. </li></ul><ul><li>Collect browsing and download data by media source </li></ul>
    10. 10. Generating Quotes – Swiftcover (with Steak Media) <ul><li>Create awareness of a mobile service that provides a quote for car insurance anytime anywhere via just a small number of questions on a mobile internet site. Aim the service at predefined target audiences by age and gender based on their adoption of technology and an affinity with forward thinking brands such as Swiftcover </li></ul><ul><li>Drive traffic by a) mobile search, b) mobile on portal display and c) offline with an SMS call to action. </li></ul><ul><li>Generate almost 15k clicks within the first two months, almost 1000 quote at half the target cost per quote. Exceed targets for acquisition and branding </li></ul>
    11. 11. It’s Just Like The Web – Only Different <ul><li>Delivering traffic via search – ranging from 12% for all users to 55% for iPhone users. So it’s important but not ubiquitous (Source – eMarekter) </li></ul><ul><li>Delivering traffic via display – plenty of options for ad networks and exchanges but buying solely on price isn't wise. Users expect to be delivered to something entertaining and valuable; they won't hang around if they're not. </li></ul><ul><li>Delivering for mobile – design for screen size, browsing flexibility, handset variants and speed. Everyone doesn’t have an iPhone (just like a few years ago everyone didn't have Broadband or flash) . </li></ul>
    12. 12. Bringing It All Together