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.
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
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