Mobile - the key to unlcoking marketing success in 2016

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Crafted held our most recent Marketing Insight Seminar at the Suffolk Food Hall on February 2nd. Discussing how the rise of Mobile affects customer engagement and buying behaviour for the Hospitality, Leisure & Tourism Industry. Presented by Ian Miller, Crafteds CEO.

Marketing

E X P E R I E N C E B E T T E R
Mobile: The key to marketing success in
2016

E X P E R I E N C E B E T T E R
Mobile: The key to marketing success in
2016
Mobile isn’t just apps

E X P E R I E N C E B E T T E R
Mobile: The key to marketing success in
2016
Old dog, new tricks

E X P E R I E N C E B E T T E R
Mobile: The key to marketing success in
2016Google email actions
https://developers.google.com/gmail/markup/

E X P E R I E N C E B E T T E R
Mobile: The key to marketing success in
2016
Change in behaviour

E X P E R I E N C E B E T T E R
Mobile: The key to marketing success in
2016
Location, location, location

E X P E R I E N C E B E T T E R
Mobile: The key to marketing success in
2016
Consideration paths

E X P E R I E N C E B E T T E R
Mobile: The key to marketing success in
2016
Why do people
abandon?
• 39% were just looking and had more research to do.
• 37% abandoned due to high prices and wanted to
compare prices elsewhere.
• 21% needed to check with other travellers before
booking.
• 13% felt the booking process was too long or the checkout
too complicated.
• 9% experienced technical issues.
• 7% had issues with payments or the option they wanted
was unavailable.

E X P E R I E N C E B E T T E R
Mobile: The key to marketing success in
2016
Create the desire to
share

E X P E R I E N C E B E T T E R
Mobile: The key to marketing success in
2016
Store conversions

“There is no
mobile strategy.
Just strategy in a
mobile world.
”

LONDON
Pill Box, Bethnal Green, 115 Coventry Road, E2 6GG
Tel. 020 3327 9900
IPSWICH
St Vincent House, 1 Cutler Street, IP1 1UQ
Tel. 01473 213 222
hello@crafted.co.uk
www.crafted.co.uk
Thank you.
Any questions?

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Mobile - the key to unlcoking marketing success in 2016

1. www.crafted.co.uk Mobile The key to unlocking marketing success in 2016

2. There’s a lot of marketing

7. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016

8. How important is mobile?

9. It’s not “instead of”

10. My moment of truth

11.

12. The scale of the opportunity

13. How to succeed at mobile in 2016

14. Make it easy

15. What’s new?

16. This wasn’t easy

17.

18. Do you need an app?

19. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016 Mobile isn’t just apps

20. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016 Old dog, new tricks

21. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016Google email actions https://developers.google.com/gmail/markup/

22. The rise of now

23. It’s all about “me”

24. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016 Change in behaviour

25. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016 Location, location, location

26. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016

27. Remember the funnel

28. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016 Consideration paths

29. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016 Why do people abandon? • 39% were just looking and had more research to do. • 37% abandoned due to high prices and wanted to compare prices elsewhere. • 21% needed to check with other travellers before booking. • 13% felt the booking process was too long or the checkout too complicated. • 9% experienced technical issues. • 7% had issues with payments or the option they wanted was unavailable.

30. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016

31. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016

32. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016

33. Video gives a different perspective

34. It’s growing the fastest

35.

36. 360 video 360 video

37. For the masses

38. What are your customers doing?

39. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016

40. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016 Create the desire to share

41.

42. What does the future hold?

43. E X P E R I E N C E B E T T E R Mobile: The key to marketing success in 2016 Store conversions

44.

45. Visitor analytics

46. Beyond that?

47. This isn’t mobile

48. But this is…

49. “There is no mobile strategy. Just strategy in a mobile world. ”

50. LONDON Pill Box, Bethnal Green, 115 Coventry Road, E2 6GG Tel. 020 3327 9900 IPSWICH St Vincent House, 1 Cutler Street, IP1 1UQ Tel. 01473 213 222 hello@crafted.co.uk www.crafted.co.uk Thank you. Any questions?

Editor's Notes

Kleiner Perkins Caufield & Byers Mary Meeker’s internet trends report
14 October 2012
Q – How many people in this room have an Iphone or Smartphone Q – Keep your hand up if you’re likely to upgrade within the next year Amazing, screen, photos, ease of use 64Gb iphone holds 21,000 photos I can have a HD skype call with my daughter from the other side of country over the air Location to within 5m anywhere on the plant “and it’s a little slow”. Remarkable is normal
Comscore 50% of time in most used app < Facebook 18% in second most app < YouTube 10% in third most used <
Highlights in inbox Create Google Now cards
The use of terms such as “closest”, “near me” and “nearby” has increased 34x since 2011 and doubled in the last year alone If they’re unsure where to eat nearly half of people will search for a restaurant within an hour of going, this rises to 60% for millennials
53% of people abandon a travel booking at the point of being shown a price.
Mobile will make up just over half (50.2%) of all online video views by end of 2016.
Google Now tap
http://retailnext.net/how-it-works/ http://apps.opendatacity.de/relog/
Bud Caddell

Mobile - the key to unlcoking marketing success in 2016

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