TargetSummit Moscow 2016 | Marketing in the world mobile commerce, Elena Pokrovskaya
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Marketing in the world mobile commerce, Elena Pokrovskaya COMMERCIAL DIRECTOR, RUSSIA AT CRITEO. http://moscow.targetsummit.com
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TargetSummit Moscow 2016 | Marketing in the world mobile commerce, Elena Pokrovskaya
- 1. Copyright © 2015 Criteo Маркетинг в мобильной коммерции Елена Покровская Коммерческий директор Criteo Russia #targetsummit
- 3. My Four Predictions Criteo знает!
- 4. Продажи в мобильном ритейле в России стремительно растут Source : Mobile commerce report Q3 (retail) 22,3% 18,7% Q4 2015 Q2 2015
- 5. Конверсия в m-commerce в России Source: Criteo State of Mobile Commerce, Q3 2015 Retail Mobile Conversion Rates Compared to the U.S. (Benchmarked at 100) 0 50 100 150 200 250 300 Retail Mobile Conversion Rates Compared to the U.S. (Benchmarked at 100) South Korea Japan UK Spain U.S. Italy Germany France UnitedStates=100 Russia Netherlands Brazil
- 6. Конверсия в m-commerce в России Source: Criteo State of Mobile Commerce, Q3 2015 Retail Mobile Conversion Rates Compared to the U.S. (Benchmarked at 100) 0 50 100 150 200 250 300 Retail Mobile Conversion Rates Compared to the U.S. (Benchmarked at 100) South Korea Japan UK Spain U.S. Italy Germany France UnitedStates=100 Russia Netherlands Brazil
- 8. Source: Criteo State of Mobile Commerce: Russia Q4 2015 Share of Mobile Transactions SmartphonesTablets В России планшеты все еще немного обгоняют смартфоны… 49 51
- 9. Смартфоны становятся доминирующим устройством … но доля смартфонов стремительно увеличивается. Smartphone share of Mobile Transactions Russia Source: Criteo State of Mobile Commerce 42% 47% Q2 2015 Q3 2015 Q4 2015 49%
- 10. 0% 5% 10% 15% 20% 25% 30% 35% Android Smartphone iPhone South Korea Japan UK Spain U.S. Italy Germany Netherlands France Brazil Russia Countries where Android is majority share Android лидирует Android Smartphone and iPhone Share of Retail eCommerce Transactions 59% - доля смартфонов Android в России Source: Criteo State of Mobile Commerce – Q3 2015 Copyright © 2015 Criteo
- 12. Мобильные приложения работают для тех, кто в них вкладывается Source: Criteo State of Mobile Commerce Q3 2015 App vs. Mobile Browser Share of Mobile Transactions 58 49 Retail Travel AppsMobile Browser
- 13. Приложения драйвят продажи, потому что искать товары удобней, а покупать проще Conversion Funnel from landing on site: Start browsing products Add-to-basket Purchase Conversion rate Conversion rate X 1.1 X 2.4 X 1.6 X 3.7 Mobile Browser App Start browsing products Add-to-basket Purchase 4.3 14.4 products viewed per user products viewed per user Source: Criteo State of Mobile Commerce Q3 2015
- 14. Мобильные приложения конвертируют клиентов лучше, чем десктоп Source: Criteo State of Mobile Commerce Q4 2015 Mobile Browser App Mobile Retail Conversion Rates for Committed App Retailers Retail Travel Mobile Browser AppDesktop Desktop 2.0x 1.8x 1.7x 1.6x
- 15. В 2016 году более половины продаж будут сделаны с использованием разных устройств 3
- 16. 60 70 80 90 100 110 120 130 140 12-7 am 7-10am 10-5pm 5-8pm 8-12pm Desktop Smartphone Tablet Smartphones +20% during the early hours Tablets Up to +29% in the evening % Mobile Transactions by Device and Time of Day Десктоп, планшет или смартфон? Source: Criteo State of Mobile Commerce: Q1 2015
- 17. Глобально, кросс-дивайс продажи составляют более 50% транзакций в e-сommerce . Source: Criteo State of Mobile Commerce Q3 2015 * 0% 20% 40% 60% 80% 100% Cross-Device Share of Retail eCommerce Transactions Japan U.S. Germany South Korea UK Spain France Brazil Netherlands Italy GlobalAverage=50% 19
- 18. В 2016 доля m- commerce составит более 50% всех онлайн продаж 1 Смартфоны будут вытеснять планшеты 2 В 2016 году более 50% продаж будет сделаны с использованием нескольких устройств 4 Лояльные клиенты будут предпочитать мобильные приложения 3 Criteo знает:
- 19. И что с этим делать?
- 20. *Mobile Pulse Survey, Criteo & Digiday 2015 онлайн ритейлеров утверждают, что имеют хорошо оптимизированные мобильные сайты
- 21. клиентов оценивают свой покупательский опыт как «очень хороший» при использовании смартфонов *Retail Week Cross device retailing report , 2015
- 22. Как работает ретаргетинг в мобильных приложениях Юзер заходит в приложение Затем заходит в другое приложение и видит баннер По клику юзер попадает на карточку товара у вас в приложении
- 23. Три базовых принципа маркетинга в m-commerce от Criteo Поддержка iOS и Android устройств в приложениях и браузере Universal Match. Определение пользователя на всех устройствах Прозрачность и выбор пользователем релевантной рекламы
- 24. 1. Точное совпадение 2. Предполагаемое совпадение Модель машинного знания предполагает, насколько два пользователя похожи Использует постоянный уникальный идентификатор: cookie или логин Определение пользователя – одна из сложнейших задач мобильного маркетинга
- 25. Без UNIVERSAL MATCH Пользователь не опознан: некорректная реклама
- 26. Universal Match: персонализированная, адекватная реклама на каждом устройстве При UNIVERSAL MATCH
- 28. Методика отчетности по мобильной коммерции Анализируются данные отдельных сделок Свыше 3300 ритейл и туристических компаний 1,7 миллиарда сделок в год на основных и мобильных версиях сайтов 720 млрд долларов ежегодных продаж
- 29. Copyright © 2015 Criteo Спасибо! Елена Покровская Criteo Russia e.pokrovskaya@criteo.com
Editor's Notes
- QoQ-growth: 19,3% for Russia Доля транзакций, совершенных через мобильные устройства у топовых ритейлеров (топ-40) выше, чем в среднем по рынку и составляет 26%
- Prediction 2
- Android delivers a significant share of smartphone transactions across the globe, greater than iPhone in most countries. Share of transactions from iPhone is significantly higher than Android only in the U.S., UK and Japan.
- Retailers who have prioritized their mobile app experience as a key revenue driver see significant share of transactions via their app. For these retailers, apps generate 58% of all mobile revenue. Travel is slightly less at 49% of mobile transactions. It is important to note that many retailers have not made this investment in apps, in which case sales from apps are often negligible.
- Apps deliver a 3.7 times higher conversion rate than mobile browser. This is driven by two main factors: Browsing products is easy and fun on apps. The mobile app experience is perfect for swiping through visually appealing images. As a result, the average user sees 14 products via the app, v.s. 4 products on the browser. Also, an app user is 2.4 times as likely to add products into the basket. It is also easier to complete a purchase, leading to a purchase rate that is 1.6x higher than via the mobile browser.
- Apps convert at a higher rate than mobile browser – by a factor of 3.7x in the case of retail. More remarkably, apps convert twice as high as the desktop for retail, and 1.6x higher than the desktop for travel. In other words, apps are a better consumer experience than any other technology. Definition of committed app retailers: Retailers that have over 25% of eCommerce transactions on mobile. Of those mobile transactions, more than 10% are from mobile apps
- indexed – 100=average share over day Desktop purchases tend to happen during work times and then shoppers switch to mobile during leisure time Smartphone is popular during the early hours with 20% more purchases occurring Tablets are more popular during the evenings with 29% more purchases occurring
- Worldwide, cross device purchasing is 50% of eCommerce transactions, 22% of it is mobile. Cross device transaction: Where the customer has more than one device. Based on Criteo’s Universal Match product providing exact matches of users across multiple devices.
- http://www.shutterstock.com/fr/pic-93977740/stock-photo-young-businessman-using-binoculars-from-a-rock-over-the-sea.html?src=yRN221HP3QGj83TVGJbWuQ-1-23&ws=1 If you already know something about the customer, could you create an app experience…could you create something that looks almost app like? Drive an app install for those repeat customers On the fly, create an app experience for somebody (?) (e.g. a Criteo chameleon app) We generically build a transactional app We are Rakuten -> We are the shopping mall. The app for retailers… Some variance in total sales that 15-20% will generate (Think Zappos not furniture, Travel is anomaly)
- http://www.shutterstock.com/pic-113190952/stock-photo-thoughtful-businesswoman-looking-up-isolated-over-a-white-background.html?src=B5e9diCnqoXJkU6B4ZKa4A-1-21
- http://www.istockphoto.com/photo/comparing-prices-of-womens-shoes-on-tablet-computer-26752578?st=79effd4
- http://www.istockphoto.com/photo/comparing-prices-of-womens-shoes-on-tablet-computer-26752578?st=79effd4 versus 65% on desktop. should look identical as previous slide
- Pic of phone
- There are 2 ways to identify users across devices: Exact match Persistent unique identifier eg cookie or login Implied match Machine learning model Guessing probability that two devices / users are the same
- Instead of having a travel ad / have and ad fro a female product
- Pic of phone