This document discusses optimizing marketing for mobile presence. It provides an overview of Stream:20, a digital marketing consultancy, and their approach to benchmarking and improving clients' mobile and digital strategies. They assess clients across 29 core digital marketing areas and provide strategic support. The document emphasizes that mobile now accounts for 20-50% of traffic but conversions are often lower. It suggests optimizing organizational structures and skills for digital and mobile success.
Transforming the Omni-channel Customer ExperienceCafeX
Today’s customers demand a flawless, seamless experience and rapid problem resolution. Now with CaféX Live Assist for Microsoft Dynamics 365 you can deliver best-in-class customer service that can increase customer loyalty, improve agent productivity, and grow your business. Learn how Live Assist is uniquely integrated with Dynamics 365 and enables:
- Highly personalized, Omni-channel customer experiences Proactive live engagement between agents, supervisors and customers
- Faster problem solving with co-browse, text chat and in-app assistance
- Effective campaigns with a 360-degree view throughout the customer’s journey
The traditional ways of measuring multi-channel marketing one channel at a time no longer work because consumers don’t interact with companies or their products that way. They cross channels and move through a variety of touch points, using a number of different devices, from anywhere in the world. Fueled by ubiquitous connectivity, consumers are more empowered than ever, creating a challenge for advertisers to measure and improve the performance of their marketing channels, tactics and strategies.
Transforming the Omni-channel Customer ExperienceCafeX
Today’s customers demand a flawless, seamless experience and rapid problem resolution. Now with CaféX Live Assist for Microsoft Dynamics 365 you can deliver best-in-class customer service that can increase customer loyalty, improve agent productivity, and grow your business. Learn how Live Assist is uniquely integrated with Dynamics 365 and enables:
- Highly personalized, Omni-channel customer experiences Proactive live engagement between agents, supervisors and customers
- Faster problem solving with co-browse, text chat and in-app assistance
- Effective campaigns with a 360-degree view throughout the customer’s journey
The traditional ways of measuring multi-channel marketing one channel at a time no longer work because consumers don’t interact with companies or their products that way. They cross channels and move through a variety of touch points, using a number of different devices, from anywhere in the world. Fueled by ubiquitous connectivity, consumers are more empowered than ever, creating a challenge for advertisers to measure and improve the performance of their marketing channels, tactics and strategies.
Leveraging Location Data to Build Consumer ProfilesPrecisely
Location can tell you much more than where somebody is. Analyzing a person’s location also delivers insights into who they are, what they like, and how they spend their time and money. Unlocking that level of detail requires accurate geographic data – and lots of it.
View this on-demand webinar as we discuss and demonstrate how points of interest (POIs) and mobile trace data can be combined to generate actionable insights for B2C marketers and ad agencies.
You will learn how to:
• Leverage location data and POIs to build consumer profiles, create audience segments, and inform ad deployment
• Use mobile trace data and POIs to measure how many consumers were exposed to a specific ad and then subsequently visited to the associated POI
• Analyze location history to build brand affinity and propensity profiles
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
Choosing the Right Trading Desk for Your Display Programmatic BuyingAcquisio
This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising.
With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.
In this presentation to the Argyle CMO Forum, Dr Volker G. Hildebrand, SAP Hybris talks "Rethinking Personlization" into the core capabilities in developing an individualized personalization strategy in which customers are identified and treated as individuals.
Display media trading desk (DSP) - Karthikeyan Haldurai - GoogleJigserv Digital
Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
A great customer experience is the cost of doing business across the Asia Pacific region – CMO Council concludes after surveying 287 senior marketing executives across this region. This rising expectation in Asia is outpacing the rest of the world. But yet, only as low as 2% consumers surveyed felt they had their expectations exceeded. That has made contextual marketing no longer a thing of the future, but rather a necessity for any brand to succeed today.
Start your SAP Hybris Marketing Free Trial - here! http://hybris.com/en/free-trial-marketing
MaxAxion is a specialist, performance focused, digital media sales house connecting brands and agencies to their desired audiences using a combination of Low-tech (Wi-fi, SMS, Please Call Me), Programmatic & Premium digital advertising.
The increasing complexity of the digital marketing landscape has bankrupted the promise of digital marketing’s improved measurability. Rather than navigate the complexity to figure out the right metric to measure and optimize against, marketers have resorted to depending on meaningless metrics such as click-through rates (CTR) or faulty attribution methodologies such as “last click.” Further complicating measurement is the cross interaction between online and offline worlds where visitors who are exposed to offline marketing go online to make purchases or vice-versa.
7 approaches to achieving progressive growth in digitalSerge Milbank
The Basics
1. Building up channels
2. Reporting
Volume drivers
3. Programmatic Buying
4. Member Get Member Programs
Advanced stuff
5. Data Management Platforms
6. Cross Platform
7. Growth Hacking
Stream:20 Digital Consulting - Intro and overviewSerge Milbank
Overview of the Stream:20 consulting service offering - which is about pushing up digital KPIs - through digital planning, digital delivery, marketing technology and organisational change
Leveraging Location Data to Build Consumer ProfilesPrecisely
Location can tell you much more than where somebody is. Analyzing a person’s location also delivers insights into who they are, what they like, and how they spend their time and money. Unlocking that level of detail requires accurate geographic data – and lots of it.
View this on-demand webinar as we discuss and demonstrate how points of interest (POIs) and mobile trace data can be combined to generate actionable insights for B2C marketers and ad agencies.
You will learn how to:
• Leverage location data and POIs to build consumer profiles, create audience segments, and inform ad deployment
• Use mobile trace data and POIs to measure how many consumers were exposed to a specific ad and then subsequently visited to the associated POI
• Analyze location history to build brand affinity and propensity profiles
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
Choosing the Right Trading Desk for Your Display Programmatic BuyingAcquisio
This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising.
With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.
In this presentation to the Argyle CMO Forum, Dr Volker G. Hildebrand, SAP Hybris talks "Rethinking Personlization" into the core capabilities in developing an individualized personalization strategy in which customers are identified and treated as individuals.
Display media trading desk (DSP) - Karthikeyan Haldurai - GoogleJigserv Digital
Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
A great customer experience is the cost of doing business across the Asia Pacific region – CMO Council concludes after surveying 287 senior marketing executives across this region. This rising expectation in Asia is outpacing the rest of the world. But yet, only as low as 2% consumers surveyed felt they had their expectations exceeded. That has made contextual marketing no longer a thing of the future, but rather a necessity for any brand to succeed today.
Start your SAP Hybris Marketing Free Trial - here! http://hybris.com/en/free-trial-marketing
MaxAxion is a specialist, performance focused, digital media sales house connecting brands and agencies to their desired audiences using a combination of Low-tech (Wi-fi, SMS, Please Call Me), Programmatic & Premium digital advertising.
The increasing complexity of the digital marketing landscape has bankrupted the promise of digital marketing’s improved measurability. Rather than navigate the complexity to figure out the right metric to measure and optimize against, marketers have resorted to depending on meaningless metrics such as click-through rates (CTR) or faulty attribution methodologies such as “last click.” Further complicating measurement is the cross interaction between online and offline worlds where visitors who are exposed to offline marketing go online to make purchases or vice-versa.
7 approaches to achieving progressive growth in digitalSerge Milbank
The Basics
1. Building up channels
2. Reporting
Volume drivers
3. Programmatic Buying
4. Member Get Member Programs
Advanced stuff
5. Data Management Platforms
6. Cross Platform
7. Growth Hacking
Stream:20 Digital Consulting - Intro and overviewSerge Milbank
Overview of the Stream:20 consulting service offering - which is about pushing up digital KPIs - through digital planning, digital delivery, marketing technology and organisational change
Gave a talk at StartCon about the future of Growth. I touch on viral marketing / referral marketing, fake news and social media, and marketplaces. Finally, the slides go through future technology platforms and how things might evolve there.
32 Ways a Digital Marketing Consultant Can Help Grow Your BusinessBarry Feldman
How can a digital marketing consultant help your business? In this resource we'll count the ways. 24 additional marketing resources are bundled for free.
A Practical Guide for Integrating Mobile into your B2B Business Strategy & Marketing Mix. Presented by Will Keible, Manager of Digital Sales and Marketing for WCNC.com, the digital arm of Charlotte’s NBC affiliate, WCNC-TV.
The Canadian Gaming Summit: My Presentation on Allan Petrilli
Last week, I had the opportunity to both attend and give a presentation at the Canadian Gaming Summit in Windsor, Ontario. Drawing delegates from the land-based casino and iGaming sectors across Canada, the conference was a great place to share and discuss industry trends with other gaming professionals.
Did you attend my session, “The Balanced Marketing Ecosystem: Using Traditional & Digital Marketing Strategies to Maximize your Acquisition of New Customers”? If you couldn’t make it, here are the key points I made in Windsor:
• With a reported $14 billion in annual revenue, gambling in Canada is integral to the national economy and a major revenue stream for provincial governments. .
• Canada is online like never before: in 2015, 87% of Canadian households have an internet connection. It’s therefore vital for land-based casinos and iGaming brands to make digital marketing the core of their acquisition strategies.
• Beyond their websites, the digital marketing channels casinos and operators can focus on include: SEO, PPC, media buys, email marketing, affiliate/performance marketing and social media marketing. These are most valuable and impactful when leveraged as a group.
• When it comes to maximising the impact of their marketing campaigns and measuring their ROI, reliable tracking software is essential for both online and offline channels.
• Expertise in Digital Marketing medium since 2003
• Over 5 million profiled UAE DATABASE which can be utilized for TARGET MARKETING
• Equipped with tools to MONITOR , MEASURE & MANAGE SMS campaigns
• Customized Marketing Solutions which is useful for BRAND MANAGERS to formulate strategies specific to Industry or brands.
Digital Marketing Automation with Salesforce Marketing CloudThinqloud
This presentation explains how Salesforce Marketing cloud enables your organization to build and manage powerful 1-to-1 customer journeys.Discover the strategy to target more customers in today's competitive world.
Snipp Webinar With Loyalty360 - The State of Loyalty in 2017Snipp Interactive
Loyalty in the US is at a tipping point. With the number of companies entering the marketplace and competing for consumer attention skyrocketing, capturing consumer loyalty is not an option - it is essential to the survival of brands. In fact, according to eMarketer, the majority of US marketers intend to allocate more of their budgets to customer loyalty in 2017, with many anticipating significant increases in spending on loyalty.
However, knowing how to spend your budget on loyalty is part in parcel to succeeding in the market place. Join Snipp and Loyalty360 as we examine the state of loyalty in 2017, bringing brands the information they need to ensure loyalty initiatives are focused, strategic, and ultimately, will win over consumers for the long term.
In this webinar, you will learn:
• Key trends for loyalty in 2017, such as the importance of “Lifestyle Loyalty”
• Best practices for setting up winning programs. Want to know how to incorporate the Internet of Things into your own loyalty program? We’ve got you covered!
• A specially developed model & framework developed by our industry leading loyalty consultants to keep you on track as you plan for and manage your loyalty initiatives
Class 3 digital marketing services in ludhianaMegha Seth
Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Learn how direct response marketers are adapting their strategies, growing revenue and beating their competition as their audience moves to mobile. Attendees will hear case studies highlighting best practices for lead generation, click-to-call and mobile commerce, and will learn successful strategies on how to apply direct response techniques in the mobile world.
This presentation was given by Ted McNulty, Millennial Media's Senior Director of Performance Sales, at NEDMA's 2014 Marketing Technology Summit.
NOW SELL MORE WITH AN ONLINE AND MOBILITY SOLUTION
Marketing takes on new dimensions in retail, and we have been designing the best for this segment. From digital promotion coupons, loyalty programs, customer satisfaction and services to point of sales software applications, from workforce management to mobile payments, Mobiloitte has it all, secured and scalable apps with cutting-edge analytics and lot more. Do you want more? Get in touch.
The retailers are already transforming analytical correlation into actionable intelligence to take well-informed decisions. The retailers are shifting their focus of digital investment towards mobile as 30% of all commerce is conducted on mobile devices.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
2. About Stream:20
Digital Sales
Planning
Digital
Organisation
Digital Sales
Toolkit
Digital Sales
Delivery
Optimising your business
structure and skillsets for
digital success
Ensuring the correct
toolkits are implemented
for success
Providing innovative
strategic support and
analysis to drive your
digital sales function
Driving incremental
revenue across
Desktop/ Mobile/Tablet
The Performance-Driven Digital Marketing Consultancy
We push up your KPIs by delivering excellence
London • Munich • San Francisco
3. Who we work with
Retail Finance
Gaming
Telecoms
Travel Entertainment
Publishing
Technology
Utilities
4. My theory on when digital is interesting and boring
Interesting
(Fundamental Shifts)
• Seismic shifts in
capabilities
• If you use them quickly,
you get ahead of the
competition
• It represents risk taking
Boring
(Marginal Gains)
• Small step changes in lots of
capabilities
• Everyone has access to the
same technology – its about
implementing better
• Sound fundamentals of
digital marketing
5. My theory on when digital is interesting and boring
Interesting
• Building
websites &
eCommerce!
• SEO & Email
Boring
• Building websites &
eCommerce
• Blackhat & Spam
Interesting
• Online Marketing
• PPC, CPA Display,
Affiliates, eCRM
Boring
Online Marketing
Brand bidding,
HPTO, leadgen, link
building
Interesting
• Mobile, Big Data &
Content strategy
• Omnichannel
6. Stream:20 Digital Benchmarking categories
Digital
Benchmarking
Delivery
Channel
marketing
Display
Email
Social
PPC
SEO
Affiliates
Emerging
channels
Offline to
online
eCommerce
Conversion
UX
Self care
Mobile web
Mobile apps
Planning
Forecasting
Segment. &
Data Planning
Attribution
Pricing &
Offers
Acquisition
Strategy
Retention
Strategy
Content
Marketing
Retargeting
Strategy
Toolkits
Performance
Reporting
ESP
Affiliate
network
Ad Server
Analytics
Organisation
Structure
& resource
KPI
ownership
& alignment
Supplier
management
29 core areas (score of
0-5)
155 factors where you
can achieve marginal
gains (score of 0-5)
4 pillars (score of 0-5)
Overall score (score of 0-5)
8. DB
score
Mobile site Tracking , Analytics
5
Full adaptive mobile site
developed following an earlier
responsive design. You are now
able to share content across
device and also tailor content
based on mobile vs. online.
Full tracking and analytics across
the site, all pages and entry points
4
3
Online site is optimised for mobile
devices and is a responsive design
based on screen size & resolution
Basic tracking used. Desktop
analytics provide insights into
devices usage
2
1 No mobile site No tracking used
Competency Spectrum
Advanced
Basic
Competitive
3.0 3.1
9. Planning realities in mobile
20%-50% of
traffic is now
mobile Conversion is
often up to
50% lower on
mobile
10. How to approach the problem - organisational
Marketing Product
Marketing Product
TRADITIONAL
MARKETING
GROWTH
MARKETING
• Separate teams
• One role is to build, the other is
to attract traffic
• Requests go into a workstack,
maybe you will see it in 3
months
• Leverages the ability of the
product itself to get new visitors
• Using the product itself, each
time someone comes to the
site, they bring their own
network of relationships
11. How to approach the problem - organisational
Marketing Product
Growth team
• Technical marketers
• Developers reporting to
marketers, not product
development
• Work on marketability of
the product
Product Team
• Current team
• Work on product
improvement
Marketing Team
• Traditional Marketing
outputs
12. DB
score
Promotion Data
5
Cross channel activity builds awareness
of our mobile offer and helps drive
activity through to the mobile site
Mobile customers fully integrated into
database to form a single customer
view. Data is also collected for mobile
numbers as part of any registration
both on and offline
4
3
Limited promotion of the mobile site
through one to two media channels
Some ability to draw conclusions from
analytics on customer value, behaviour
of mobile customers, transactions etc.
but data is very high-level and is never
truly accurate against other channels
2
1
No mobile promotion is place. Users
typically only find our mobile offering
via a redirect or by accident
No data integration & limited customer
insight generated from mobile web.
Organisation lacks the insight to gain
any momentum from the mobile
channel to help produce any further
budget contribution
Competency Spectrum
Advanced
Basic
Competitive
2.4 2.2
13. Mobile channels
OFFLINE
QR Codes
Bluecasting
SMS/MMS
Traditional offline channels
Enablers
• Mobile conversion tracking
• Mobile analytics
• User segmentation > personalisation
• Localisation
• Other Device capabilities
• Short codes
MOBILE
Organic search
Paid search
Mobile ad networks
Social media
Email marketing
Affiliates
Content marketing
Aggregators
14. Awareness
Generates
demand
Consider
Keeps you in
the frame
Purchase
Captures
demand
Push Channels
Display Email Offline
Pull Channels
AffiliatesPPC SEOAggregators
Engagement Channels
Social Retargeting Email
• Converts
interested
demand
• Respond to
demand that is
ready to buy in
the
marketplace
• Drive demand
in the
marketplace
• Engages
prospects in
the marketplace
REACHTRAFFICPROSPECTSCONV
Building up Marketing Channels
Convert
Website Mobile Web Mobile App Retail
Content
15. DB
score
Creative Strategy
5
Mobile site is endorsed by your
brand and marketing teams and is
a truly integrated experience
Clearly defined long term strategy
across all devices, platforms and
innovations with clear road map
of how the organisation plans to
adopt mobile
4
3
The mobile site ties in to wider
user experience of the brand. User
experience has been tested &
optimised
Mobile strategy in place but is
focused on device rather than
offering
2
1
The look and feel of the mobile
site is not reflective of your site.
The user experience is poor e.g.
not thumb friendly. Brand
guidelines or treatment is not
adhered to.
No long term strategy for mobile
web in place - reactive not
proactive in adapting any strategy
for mobile
Competency Spectrum
Advanced
Basic
Competitive
2.8 2.9
17. Mobile and App channels
MOBILE
Organic search
Paid search
Mobile ad networks
Social media
Email marketing
Affiliates
Content marketing
Aggregators
APPS
App stores
App recommendation sites
Pay-per-install networks
App giveaway
Pre-loads
Push notifications
Facebook App Install ads
App to App
Enablers
• Mobile conversion tracking
• Mobile analytics
• User segmentation > personalisation
• Localisation
• Other Device capabilities
• Short codes
OFFLINE
QR Codes
Bluecasting
SMS/MMS
Traditional offline channels
19. Leveraging enablers in mobile
Enablers = Conversion
• Mobile conversion tracking
• Mobile analytics
• User segmentation > personalisation
• Localisation
• Other Device capabilities
• Short codes
Marketing Product
GROWTH
MARKETING
• Leverages the ability of the
product itself to get new visitors
• Using the product itself, each
time someone comes to the
site, they bring their own
network of relationships
20. Social and the K Coefficient
• VK – Visitors plus referred
visitors from network
VK 1000 visitors £1 CPA Effective CPA
V0 1000+0 = 1000 1000 £1.00
V0.1 1000+100 = 1100 1000 £0.91
V0.2 1000+200 = 1200 1000 £0.83
V1 1000+1000 = 2000 1000 £0.50
V2 1000+2000 = 3000 1000 £0.33
V3 1000+3000 = 4000 1000 £0.25
• Reality is your app will not go viral
• Your goal is to get it above 0, to get effective CPA down
Viralgrowth
22. The real challenge is cross platform activity
Call CentreMobile WebApp
Ecosystem
Web Retail
CONSUMERMARKETINGBUSINESS
23. NOW
THEN
Fundamental shifts in mobile
One device
Multi-device Instant
Subscription
/large outlay
Micro-
payment
DEVICE SPEED TRANSACTION
All inclusive
One unit
CONSUMPTION
CHALLENGE
Cross Platform
Tracking
Single Data
Source
Marketing Margin
Product
development
STARTING
POINT
Use Cases & KPIs Data Audit Commercial plan Product plan
Days/hours
24. Conclusions
• The benchmark group – shows still very early days in
mobile
• Opportunities exist to get well ahead – depending on
where you are in your area of development
• Marketing the mobile presence is about layering up
effective channels from pull, to engagement to push
• Mobile as cross platform needs to be embraced
• Structured planning will help you define where to go