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M-Commerce : stratégies marketing gagnantes sur le mobile et les tablettes

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Résumé intervention PureAgency au "Google Think Mobile 2011" :
M- Commerce : stratégies gagnantes
Concevoir une appli ou un site mobile performant
Site ou Appli mobile ?
Cas pratiques d'annonceurs
Campagnes media mobiles
Marketing mobile
CRM Mobile
La mesure de la performance sur mobile

Christophe Leon, CEO PureAgency

Published in: Technology, Business
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M-Commerce : stratégies marketing gagnantes sur le mobile et les tablettes

  1. 1. Du E-Commerce au M-Commerce : Stratégies gagnantes Christophe LEON CEO PURE AGENCYmercredi 15 juin 2011
  2. 2. A propos de Pure Agency Performance Mobile Agency Stratégie mobile Développement tous OS Agence Media mobile Mesure & pilotage performance Google Confidential and Proprietarymercredi 15 juin 2011
  3. 3. Le M-Commerce est une réalité ‣ Près de 3 millions de français ont déjà acheté un bien ou un service via leur smartphone ‣ Les voyages, les biens culturels et l’habillement arrivent en tête des achats ‣ Les 2/3 des mobi-acheteurs sont encore des possesseurs d’iPhone ! Source : Enquête CCM Benchmark mai 2011 Google Confidential and Proprietary 3mercredi 15 juin 2011
  4. 4. Quelques chiffres ‣ Plus de 10 millions d’applications marchandes téléchargées en France sur iPhone et Androïd ‣ AccorHotels.com : plus de 700 000 téléchargements toutes plateformes incluses / 20 millions de CA en 2011 ‣ Voyages-sncf.com : >1 million de visites par mois sur les services mobiles ‣ Brand Alley : plusieurs centaines de transactions quotidiennes via l’iPhone ! Google Confidential and Proprietary 4mercredi 15 juin 2011
  5. 5. Ecosystème complexe : quels choix ? Applications iPhone, Androïd ? Site mobile ? Applications Windows, Bada, Blackberry, Nokia ? Google Confidential and Proprietarymercredi 15 juin 2011
  6. 6. Site ou Appli pour faire du commerce sur mobile ? Audience Timing Google Confidential and Proprietarymercredi 15 juin 2011
  7. 7. Roadmap de déploiement Applications Application Application Site mobile NOKIA / WINDOWS - IPHONE ANDROID BADA - BLACKBERRY Google Confidential and Proprietarymercredi 15 juin 2011
  8. 8. USAGE = Valeur Ajoutée x Design x Activation x Social Google Confidential and Proprietary 8mercredi 15 juin 2011
  9. 9. Ce qui caractérise les applis à succès Expérience & divertissement Evolution contenu Utilité & & récurrence fonctionnalité utilisation Originalité , ciblage & positionnement de niche Google Confidential and Proprietary 9mercredi 15 juin 2011
  10. 10. Quelle valeur ajoutée en mobilité ? Google Confidential and Proprietary 10mercredi 15 juin 2011
  11. 11. Réussir son lancement : le cas AccorHotels.com ‣ Lancement international de l’application iPhone ‣ Campagne mobile internationale via le réseau Google Admob ‣ Plus de 700 000 téléchargements ‣ N°1 de l’Appstore sur 4 marchés Google Confidential and Proprietary 11mercredi 15 juin 2011
  12. 12. Réussir son lancement : les leviers media les plus efficaces Google Confidential and Proprietary 12mercredi 15 juin 2011
  13. 13. Activer régulièrement l’audience PUSH Notification et Alertes 1 ‣ Push : Le levier principal pour faire revenir l’utilisateur ‣ Des taux d’acceptation importants (>70%) ‣ Permettre à l’utilisateur de choisir ses critères d’alertes 2 Google Confidential and Proprietary 13mercredi 15 juin 2011
  14. 14. Mobile et shopping social : la recette gagnante‣ Parrainage‣ Partage d’offres‣ Commentaire en direct‣ Convergence appli / web social Google Confidential and Proprietary 14mercredi 15 juin 2011
  15. 15. Tablettes : une nouvelle expérience du e-commerce Google Confidential and Proprietary 15mercredi 15 juin 2011
  16. 16. Mesurer pour performer sur le mobile‣ La mesure est la clé du développement du M-Commerce ‣ leviers media les plus performants ‣ taux de retour des alertes ‣ taux de conversion marchands... Google Confidential and Proprietary 16mercredi 15 juin 2011
  17. 17. Merci! christophe@pureagency.com + 33 1 83 62 80 33mercredi 15 juin 2011

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