Create - Day 1 - 09:25 - "Reacting to a Mobile-First World and Where Affiliate Fits In"
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It's plain to see why the rise of mobile browsing and purchasing has necessitated a change in business strategy. What's interesting is to see exactly how the biggest enterprises have reacted - eBay standing as a good example. The company has garnered plenty of recognition for its various advancements in the mobile space and will now present the impact on its affiliate Partner Network. In this session, eBay's Chris Worthy will guide attendees through the opportunities within mobile affiliate marketing whilst providing granular analysis of how the network has adapted to the new environment.
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Create - Day 1 - 09:25 - "Reacting to a Mobile-First World and Where Affiliate Fits In"
- 1. REACTING TO A MOBILE-FIRST WORLD AND WHERE AFFILIATE FITS IN Presented by: Chris Worthy UK Manager, eBay Partner Network
- 2. 2 A LOT HAS CHANGED IN THE 20 YEARS THAT EBAY HAS BEEN AROUND…
- 3. ~ 60 billion £ eCommerce +14.5 % mCommerce +37.5 % UK YOY Growth 2015 ECOMMERCE CONTINUES TO GROW UK online trade 2015 3 Tablet +38.3 % Smartphone +36.7 % UK YOY Growth 2015 Sources: Centre for Retail Research, eMarketer
- 4. 4 20% smartphone penetration 53.4 million UK online population “Most important” internet access device Nearly 1/3 of UK page views 72% smartphone penetration 47.2 million UK online population 2010 2015 BEHAVIOURS HAVE CHANGED Sources: eBay, Inc., Smart Insights
- 5. MOBILE & MULTISCREEN GLOBAL INSPIRATION OMNICHANNEL RISING CUSTOMER EXPECTATIONS 5
- 6. 6 53% OF EBAY‘S GROSS MERCHANDISE VOLUME ~$28 BILLION IN MOBILE COMMERCE VOLUME IN 2014 $16+ BILLION IN MCV IN H1 2015 MOBILE COMMERCE IS DOMINANT 279 MILLION app downloads 1.2 BILLION listings created via eBay mobile to date 8.2 MILLION new listings added via eBay mobile per week Source: eBay, Inc.
- 7. 7 Insert Image/photo of a mobile shopper WE ARE ALREADY PAST THE TIPPING POINT... ...COMMERCE IS MOBILE.
- 8. 8 Affiliate programs also have to innovate, keep pace with mobile trends, and provide more advanced solutions to partners.
- 9. 9 CONSUMER BEHAVIOUR IS SKEWED TOWARD APP ECOSYSTEMS 88% of consumer mobile internet time is spent in apps 12% is spent browsing the mobile web 88% 12% Source: comScore
- 10. 10 Up to 3X mobile conversion rate increase* MOBILE DEEP-LINKING * For UK Publisher traffic directed to the App instead of mWeb
- 11. 11 17% have a mobile app 50% have a mobile optimized site AFFILIATES ARE SKEWED TOWARD WEB ECOSYSTEMS Source: Internal survey 17% 50%
- 12. 12 THINK MOBILE FIRST FOR SUCCESS AND GROWTH Insert Image/photo Stock image with idea / mobile
- 13. 13 What’s Next?
- 16. 16 CONTEXTUAL COMMERCE (Affiliate as a Service)
Editor's Notes
- eBay: born in an era when buyers shopped through a single desktop touch point… 20 years later, consumers increasingly abandon desktop computers. Desktop website Mweb iPhone App iPad App Android App Apple Watch Pebble Watch Tablet Web Our customers demand of us that we adapt our communication and our services to the changed user behavior.
- Let's start with a quick look on we are today. Estimated to be £60b for 2015 Up from £52 Billion last year Clear to see that growth is driven by mobile Ecommerce + Mobile sales: http://www.emarketer.com/Article/UK-Retail-Ecommerce-Sales-Reach-60-Billion-This-Year/1012963
- The mobile tech has changed the rules Behaviours change to those rules More than half of UK respondents cite smartphones or tablets as their “most important” device for internet access (http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/) Nearly 1/3 of UK page views are from mobile devices (http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/) 119 minutes spent daily on mobile devices (https://econsultancy.com/blog/66289-14-revealing-mobile-stats-from-january-march-2015/) - More than half of UK respondents cite smartphones or tablets as their “most important” device for internet access (http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/) - Nearly 1/3 of UK page views are from mobile devices (http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/) - 119 minutes spent daily on mobile devices (https://econsultancy.com/blog/66289-14-revealing-mobile-stats-from-january-march-2015/)
- With the changes in e-commerce go hand in hand the rising customer expectations Mobile & Multiscreen Mobile & Multiscreen Customers now want anytime, anywhere, from any device, have the ability to shop Omnichannel Users want the best of both worlds: Online Shopping + pick up in store. When channels are integrated and adapted (new), there’s a flexible and seamless buying experience Global Customers want also to go shopping across borders ( CBT ) , for example, the range of products that are available to them should be expanded Inspiration Customers want products that meet their preferences and create shopping experience itself Overall, customers expect a shopping experience that is inspiring on all channels, amazing, inspiring, comfortable and uncomplicated Especially from online shopping, they also expect a smooth, flexible and boundless buying experience and want to find the benefits of shopping locally and online. Let me explain briefly the four customer expectations shown in more detail.
- No other commerce provider has delivered as many innovations across as many devices in as many countries as eBay has. eBay can deliver great shopping experiences anywhere, anytime and on any device. UK Mobile Stats A car is bought via mobile every 2 minutes A pair of ladies shoes is bought via mobile every 6 seconds A ladies handbag is bought via mobile every 17 seconds A tablet is bought via mobile every 1 minute Mobile apps for iPhone®, iPad®, AndroidTM, Available in 8 languages across 190 countries
- Should be clear by now… Smartphones and tablets have revolutionized the online retail environment. There are more searches on mobile than on desktop in 10 countries around the world, according to Google Google is indexing apps like they would a website to appear in search results
- So, consumers have changed… What does this mean to the affiliate industry? How does this impact Publishers What are the key areas to address
- Research from Comscore … reflects what we see at eBay Not only in time but in Purchasing behaviour Customer propensity to browse via app, why link them to mWeb If you have the app why be linked to the mweb site?
- Solutions have and will continue to emerge Native app linking, mobile deeplinking ePN in the last couple of months
- Consumers skewed, opposite for Publishers Survey this year (global) Half not mobile optimized Highlights that attitudes need to change
- Optimize the funnel for mobile: emails, landing pages, site content Test mobile first – down start on desktop Our affiliate portfolio has evolved over the years, and those that have adapted to think mobile first continue to have success Failure to adapt will lead to stagnation, declines in traffic and ultimately sales and earnings
- Payments has long been the bottleneck of mobile No more entering card numbers, address etc App, tap, touch, done Most importantly the services and APIs behind the payment solutions are being made available
- With those services, opportunities are starting to open up that take advance of your pre defined details. Many topics over the next 2 days will cover this - Emergence of the buy button
- Facebooks are the front runners… affiliates never far behind As product APIs and payment services progress, affiliates can get onboard Thats what we are banking on Examples.. Shopify