This document provides an overview of mobile marketing presented by Magnus Jern, CEO of Golden Gekko. Key points include: - Mobile usage exceeds print and radio and will surpass desktop web by 2015, but mobile advertising spend still lags behind time spent on mobile. - Both apps and mobile web have strengths - apps drive ongoing engagement but mobile web reaches more users. A mobile-first approach is important. - Creating a great mobile solution requires identifying a clear key use case, relevant content, and factors like utility and entertainment to drive engagement. - Successful mobile marketing requires testing ideas, monitoring key metrics, and continually improving based on data and user feedback.

1. Mobile Marketing
Magnus Jern, CEO Golden Gekko
Crea Digital Day
9 January, 2014

2. Who am I?
Software
engineer, entreprene
ur, CEO and SVP
Programmer since childhood
Bulletin Boards
University
Framfab
Driftbolaget
Blokks
Vodafone
Golden Gekko
NComVA

3. Content
About Golden Gekko
Why Mobile
Why Mobile First
Apps vs Web
How do I create a great mobile service
Summary
3

4. About Golden Gekko
4

5. We help build Mobile
Engagement Experiences
“Mobile Engagement is the Golden Gekko
approach deploying technology to achieve both
customer intimacy and scale. It’s about
engaging customers to interact with their
favourite brand on a daily basis, wherever they
are.”
5

6. A team of 180+ people that love and breathe
mobile apps. 20+ nationalities across 5 countries.
6

7. More than 150 brands and agencies have put their trust in us
since 2005.
7

8. Process
From Concept to Launch
1. Strategy/Concept
2. UE/Design
3. Development
................................................
Agree objectives, target
group, strategy, platforms and
concepts with input from our
team based on experience of
500+ apps/sites.
................................................
Our user experience team
creates wireframes, user
journeys and designs
optimised for the targeted
mobile devices
................................................
Chose technology and
develop the mobile apps/site
across the agreed platforms in
iterations to allow for testing
throughout the process.
4. QA/Test
5. Distribution
................................................
Test the mobile app/site
across the target devices with
the agreed use cases.
................................................
Launch and submit the app to
the agreed appstores (e.g.
ITunes, Android
Market, Getjar, Amazon, etc)
and promote it.
6. Operations &
Analytics
................................................
Monitor the performance of
the app/site, maintain and
update based on user
feedback.
8

9. Why Mobile?
“Most people look at their phone about 150 times a
day, that’s roughly once every 6.5 minutes”
- Qualcomm CEO, Paul Jacobs.
9

10. Mobile allows you to do more…
…and be where the consumers are!
10

11. Smartphone Usage – Mobile Advertising
Where mobile ads are noticed
on a video web site
23%
34%
39%
46%
48%
watching a video
on website
0%
20%
40%
60%
11

12. Consumer presence vs spent budget
% Time Spent per media vs Ad Spend 2013
The gap is widening
Time spent on mobile
Ad spend on mobile
Source: eMarketer, August 2013 and IAB October 2013 for the US and Europe
Note: Time spent on each medium includes all time spent with that medium regardless of multitasking; for example, 1 hour of
multitasking on PC while watching TV is counted as 1 hour for TV and 1 hour for online
* Off-line reading only
12

13. What happened in 2013?
Mobile Media Spend continued to grow by about 120% in
NA and Europe
Much of the growth was fueled by Facebook and Google
ads thanks to a much larger share of mobile users and
mobile advertising offerings
Facebook pay per app download most popular
13

14. Smartphones are used everywhere
14

15. Smartphone Usage – Cross Media
15

16. Smartphones have become so important to
consumers that 40% would rather give up
their TV than their smartphone
16
Source: Nielsen

17. Why Mobile First?
17

18. Mobile-First
Yesterday
Today
“Go to the computer”
“Open a browser (or app)”
LOCATION is irrelevant
TIME is on my side
U.E. “most content win!”
LOCATION is everything
TIME flies
U.E. “Less is more”
18

19. Mobile-First
Mobile-optimized sites are 3x more likely to generate
mobile conversion rates of 5%+ than desktop sites.
Adobe 2013 Digital Marketing Optimization Survey
Heinekens global website on mobile
This is what a popular branded Facebook
app looked on mobile…
19

20. Responsive Web
Technique with HTML, CSS and Java script allowing us to
build a single website that adapts to any device.
20

21. Content Strategy
Layout and write copy for mobile first - it will force you to
prioritize by value.
The Value
Why the value
How to use the value
21

22. Apps vs Web?
22

23. Apps vs Web
Answer = Both
Mobile web has more users, but time spent on apps vastly
outperforms mobile web for top destinations
23

24. Apps vs Web
Olympics 2012: the most mobile visited channels ever
+
+
+
+
+
+
432m total visits from 109 unique users across web and mobile
15m app downloads (+ Para olympics 5.8m and game 6.5m)
60% of visits from mobile devices
23% of app users generated 64% of time spent
627k Facebook Check-ins at venues
10m+ push notifications with 60% open rate
24

25. How do I create a great
mobile solution?
25

26. What makes a great mobile app?
The conceptual idea and its execution
Relevance – is it relevant to the
target audience
Ownership – is the brand a
credible owner
Interactivity/
Social
User
Experience
Stickiness
Credit – will the brand get credit
Reach – will it reach a large
enough audience
Performance
Utility/
Entertainment
26

27. Stickiness - keeping the consumer’s attention
27

28. Identifying the right use cases
User Centric approach: Review the
touch points and top use cases and
build your campaign and conversation
1
8
Blogs
Magazines/TV/Fashion shows
Social Networks
Colleagues/Family/Friends
2
Talking about the World Cup
Show support for favorite
team
Fan page
Feedback, Offers, News, Inspira
tion for the next event
Inspire
Post WC
Engage
7
3
Planning for the next game
Talking about the next game
Between
games
USER
JOURNEY
Planning
Friends to watch with
Where to watch? Bar / Home
When to meet
Warming
up
At home
In Bar
6
Theme
Drinks
Food
Music
4
Following news up to the game
Betting on the game
Talking to friends
5
Order in the bar
Socialise
Bar games
28

29. 29

30. 30

31. 31

32. Examples: Nike+
All stickiness factors:
Utility
Interactivity/Social
User Experience
Performance
32

33. Portfolio
My Dog
Social mobile platform for dog
lovers.
My
Network: Meet, connect, socialise, a
nd share with dog lovers
Functionality: Share photos with
other dog lovers. Out &
About, Directory, Profile, Dog
Care/Dr Dog, Advisor, Travel Tips
and more
Stickiness factors:
Utility
Interactivity/Social
User Experience
Performance
33

34. O2 Priority
Moments
Offers for loyal customers.
Local offers and exclusive
experiences from the best already in
the market - from some of the UK’s
most well-loved brands.
Over 3.4m active users Dec 2013
Stickiness factors:
Utility
User Experience
Performance
34

35. End-to-End Process
35

36. From Vision to Launch and Beyond
Vision and Strategy
 Collaborate to create a
vision that succinctly
describes where the
client wants to be in the
long term
 Provides a focus and
rallying point for team
 Achieve through
facilitated collaboration
and consensus building
Underlying Principles:
Create and Build
Launch and Market
 Holistic thinking to align
solution to vision
 Concept Planning and
Ideation
 User-Centric UX and UI
Design
 Prototyping
 Solution Development
 Quality Assurance and
Deployment Planning
 Push the fully-tested
app to a live
environment and make
available for download
via app stores
 Develop campaign and
creative assets
 Create and implement
launch marketing plan –
activating across
paid, owned, and
earned media
Measure and
Maintain
 Ensure alignment with
goals, requirements, an
d technology
 Measure app usage
data and optimize app
features
 Track and optimize
against marketing KPIs
 Gather insights for
future product updates
and improvements

37. Vision and Strategy






Review existing data
Competitive Audit
Stakeholder interviews
Local surveys
Local ethnographies
Local focus groups




Vision workshop
Innovation workshops
Quantitative research
Concept testing
Deliverables




Interview and Survey Findings
User Insights and Opportunities
Global and Local User Personas
Feature Prioritization




Mobile Vision
Roadmap
Functional Requirements
Technical Requirements

38. Create and Build
Deliverables
 Project Schedule and Scope
 Wireframes and Designs
 Prototype Strategy, if applicable
 Common Architecture




Global Framework
Local App Features
Test Plans and Approach
Final App Plans for Launch

39. Launch and Market
Drive trial and engagement by utilizing paid, owned, and earned media channels
Paid
Display, Search, Native, Distributed Content, Video, Traditional Media
Owned
Websites, Content, Blogs, Social Media Platforms, Email, Guest Receipts, On-Property Promotions
Earned
PR Pick-ups, Word of Mouth, Referral Programs, Re-tweets, Likes, Reviews
Think small, not big
Create. Test. Learn.
Think Content First
Numerous small ideas and
executions, performed over
time, tend to add up to a much
larger result than one big ad
campaign.
Each element of a launch can
and should be measured. We
evaluate this data in real-time to
double down on what’s working
and eliminate what’s not.
Connecting with today’s
consumers requires
valuable, entertaining, and
moving content, distributed
effectively.

40. Measure and Maintain
Providing insight and visibility into the app performance and user behavior is key to measuring
progress against goals and objectives and making meaningful decisions to improve lifetime value
What happened?
Why did it happen?
How can we improve?
Gather Data
Analyze Data
Take Action
 How are users finding the app?
 Segment users and gather insights
 Create better interaction
 How active are they and what features are
being used the most?
 Uncover behavior and activity trends
 Provide one-to-one marketing
 Identify opportunities for targeted
campaigns/offers/promotions
 Drive engagement
 Determine most appropriate method
and times to deliver messaging
 Promote customer loyalty
 Where are users abandoning the app?
 What is the user retention rate?
 What is the user experience and how are
users reacting to the app (user reviews/app
store ratings)?
Deliverables
 Performance Measurement Brief
 Customer and Performance Data Inventory
 Performance Measurement Gap Analysis
against Launch Plan
 Increase revenue
 Improve customer satisfaction
 Create brand enthusiasts
 Documented KPI capture and business demands
 High-Level six-month performance measurement
roadmap
 App maintenance and support plan

41. Measuring Success
Smart Mobile App KPIs measure engagement and not only
downloads.
KPI
How
Target
Date
# of app downloads YTD and per
month
Distimo
300.000
3 months from launch
App Store Ratings
App Store
4 stars
3 months from launch
Accumulated # of unique active
users per month (measures UEU
for apps)
Google Analytics
50.000
Monthly over 3 months
Average Session Length/Visit
duration (measures average
session time)
Google Analytics
2 min
3 months from launch
Frequency of use (e.g.: in
average every visitor access the
app 3 times per month)
Google Analytics
3 times/month
Monthly over 3 months
Transactions (redemptions and
purchases)
E.g. PayPal/Google
Analytics
10% = 5.000 with
average value of 3 USD
3 months from launch
Registrations
User data base / Harte
Hanks
70% of monthly active
users
Monthly over 3 months
41

42. Shall we sum it up?
42

43. Summary and key insights
Mobile is already bigger than print and radio and will surpass PC Web in
media time spent by 2015 but is currently far behind in media spend.
Is mobile defined in your budget in proportion to customer demand?
Apps vs web – apps are not for everyone but provide one of the best
channels for ongoing engagements and to drive transactions
A great solution needs relevant content and a clear key use case
Key success factor for all solutions is utility and/or entertainment factor
Enable user discovery - leverage other channels to promote your mobile
solution
Set SMART targets, monitor them rigorously and improve
43

44. Magnus Jern
CEO
email
magnus.jern@goldengekko.com
mobile +44 778 994 8836