Rob Roy GVP of timewarnercable.com shows how Time Warner Cable went from Zero to Full-Blown mCommerce and mobile became a big part of their sales channel mix. Rob also outlines TWC's future in mobile with Responsive Design and Google Enhanced Campaigns. Rob presented mediapost.
2. Defining mCommerce (or M-Commerce)
2
m-Commerce at Time Warner Cable
is any customer transaction or order that
occurred directly on the mobile device or
can be directly attributed to mobile
marketing resulting in a sale offline
Merriam-Webster Wikipedia
3. Mobile Behavior is Not Always What
You Would Expect
Q: What percentage of consumers are willing to complete a 6 step order for
new service on a smartphone?
3
a) 26%
b) 35%
c) 47%
d) 56%
e) 72%
c) 47%
4. At Time Warner Cable, Mobile is Important, Not Exclusive
Customers and Prospects Require Integrated, Multi-Channel Experiences
4
5. Time Warner Cable Mobile Traffic:
Aug 2011 over 800,000
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
Mobile Monthly Visits to TWC.com
Smartphone Tablet
6. Time Warner Cable Set a Path to Deliver Mobile
Solutions and Tools For…
6
1. Product and Content
Delivery
2. Customer Care
& Communication
3. Purchase of Services
7. …And We Delivered
% of Sales Generated via M-Commerce is over 2x the Average
7
At Time Warner Cable:
• First 9 months of mobile program, m-
Commerce was 20% of all e-Commerce
- Has reached at times over 40%
• First 4 weeks of tablet program, Tablets
represented 20% of all m-Commerce
10. Priority Two: Close the Loop to Align Data, Resources,
and Experiences
User Driven
Consumer Experiences
Media Optimization to
All Conversion
Closed Loop Sales
and Data Platform
10
Persistent Consumer
View Platform
Methodical Testing &
Optimization
Real Time Data and
Optimization
Systematic Media
Buying
Localized Products &
Promotions
User Experience
Design
Optimization to
Paying Customer
11. Priority Three: Listen and Apply, Let Consumer Intent
and Needs Win the Day
Mobile Consumer Needs
• Personalized experience
expectations of “my way”
• Tailor the message;
Give choice on the experience
• Instant gratification / low level of patience
• Local, immediate, action driven
Cable / Telecommunications
• Information / content researchers
• High mover propensity
• Ready to buy
• Utilizing otherwise unused time
- Bus ride / drive time
11
12. Needs Based Mobile Experiences
12
Customer Service &
Account Management
Product Apps and
Solutions
Existing Customer Sales
New Sales
13. TWC Mobile Buyers: Higher Intent to Purchase and/or
Purchase More
• Larger Shopping Carts
• Content and information
needs high
• Weekend and Night Peaks
13
Tablet Smartphone Desktop
Consumer
Conversion 3+% 6+% 4+%
Call Center
% of Sales 41% 50% 60%
Products
Per Order 1.9 1.7 1.3
• Highest Converting
• Educated buyer
• Lower price sensitivity
• Feature and benefit focused
• Most intolerant to poor
experiences
14. Consumer Segment Device Needs
14
Feature Phone
5% of Sales
Click to Call
Campaign
Specific
30% of total
Full Mobile
Purchase
50%
Consumers
Conv. Online
Tablet
Unique Highest
Customer Value
Full Desk
Top Web
6% of Sales
15. Consumer Experience Evolution – Consistency and
Quality
15
Source: Google: The New Multi-Screen World: Understanding Cross-Platform Behavior, August 2012
17. Priority Four: Keep Your Eye on the (Right) Metrics
Success in mobile requires multi-channel
transaction tracking
17
50%+ of sales convert
in the call center.
• Media optimization both on and offline
• Active customer care campaigns to ensure
quality consumer experiences
Mobile Experience Path
Handling
Local Market Targeting
Day Parting
Call Center Scripting
18. Priority Five: Find the Mobile Consumer
Americans are 116 times as likely survive a
rattlesnake bite than to intentionally click on a
mobile banner ad. 18
19. Mobile Media Driving mCommerce
Smartphone users are not researchers, they’re buyers. Targeting accordingly
means heavy investment in mobile search.
19
20. With Google’s Enhanced Campaigns, is Mobile Search a
Losing Battle?
20
0%
1%
2%
3%
4%
5%
6%
7%
9-Mar
16-Mar
23-Mar
30-Mar
6-Apr
13-Apr
20-Apr
27-Apr
4-May
11-May
18-May
25-May
OverallCPCIncrease,Google
Source: Adobe
An increase in paid-for search costs of over six per
cent is steeper than the traditional seasonal
increase, according to Adobe
Google Enhanced Campaigns Increase Cost Per Click
- Online Media Daily / Jun. 18, 2013
Google’s Enhanced Campaigns increasing
online campaign costs
- Marketing Week / June 19, 2013
How Google’s ‘enhanced ad campaigns’
are driving up online ad costs
- Venture Beat / June 19, 2013
Report: Google ‘Enhanced Campaigns’
Raising the Cost of Mobile Ad Clicks
- Internet 2 Go / June 20, 2013
TWC migrated all programs and
sustained both volume and ROI.
22. TWC mCommerce Sales Growth Leveling to a Mature
Digital Channel
22
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
23. • Devices: Cross device targeting
and optimization
• Integrating Outcomes: Full retail
store integration into mobile sales
platform
• Relevancy: Local and more Local,
more relevant and sales growth
- Geofencing, Local Aware, WiFi and
Proximity
23
Desktop
52%Smartphone
35%
Tablet
13%
Total U.S. Feb 2013 Internet Usage
By Device
Source: comScore Media Metrix Multi-platform, U.S., Feb. 2013
What’s on the Horizon at TWC
Assume Nothing You Knew About Mobile 12 Months Ago is True Today
TWC is a services company and as such all our connections are direct to consumer, we strive to understand the impact on “final sales channel” from original medium.
Run the numbers:Consumers are much more comfortable than we or even sometimes they believe with leveraging mobile for transactions. The convenience of the time and location can overcome the perceived concerns about function, privacy or other challenges.
The consumer is telling us what they want to do and how they want to do it. We are not a mobile first company, we are where the consumers want to be and purchase from us.
Growth has been rapid, first in smartphone and then in tablets from a usage perspective. Looking at the data the growth has slowed a bit however tablet usage as expected have continued to grow with a bit of slowing in smartphone traffic patterns. As you will see later however even with the growth of tablet traffic those are primarily customer and information seekers. Our smartphone m-Commerce sales continues to be the lion’s share of mobile.Digital engagements with customers grow YoY however clearly the growth in tablet and smartphone traffic has been incredibleOver 60% are current customers
They want to:Pay their bills, check their serviceWatch content from their services on devices other than their TVFind a retail locationCheck VM and emailAnd purchase new services.
But how did we get here. By q4 11% of commerce…twc is at least double
Run the bulletsSuccess in mobile is not a creative or media or operational only solution. As with all channels it takes a collaborative and alligned effort but with mobile its even more essentialRun the list of whom you need on your team or selectiveMake sure to run the far right
Customer needs and Consumer ExperienceClosed loop (media to web exp. to call center) with dataPartnerships between TWC / LFO / Media and Call CentersSpeed and Flexibility
Consumers have already researched and are ready to buyMobile search, in some cases, better aligns to a directory functionality than search engineConsumers are looking for phone numbersMobile web activity is inherently local which works well against TWC’s Base
We have mobile solutions that deliver against the needs of the consumer applying what we understand and learn every day about how the mobile interactions are changing and the needs of the consumer and our customers.The key for TWC was to deliver as fast as we could what the consumer was demanding and we created in some case unquie experiences and apps to do so. The results showed us that putting our best foot forward, not necessarily the ideal gave us the results and the credibility with our consumers In the ideal world all mobile experiences are combined and on a single platform and solution. That is and will always be the goal and many of these solutions are indeed combined in mobile web and apps. You will also see in a moment our newest responsive design that takes us even closer to that goal
Read headlineKey to note Compare both to desktop. More shopping less buying with tablet however higher shopping carts and smartphones both highest converting and larger shopping carts.Many more new customers in smartphone than existing (as would be expected)
So where do we go with the experiences. As Google points out in last summer’s study, if my buyers are moving between devices it has to be seamless.
Redesign of the My Services section of the site to update: Goals and Customer Objectives-Look and feel to OMEGA brandingIncrease functionality by bringing in-house Online bill pay Responsive DesignOne code base useable across devices to ensure maximum capability for each user (in other words happy coders creating one code base for all devices)
A lot of myths to what is working, how it works and how consumers are behaving with mobile media. Solve Media came out a few weeks ago with some classic comparisons. LikeYou are 116 times more likely to survive a rattlesnake bite than to intentionally click on a mobile banner ad. (Solve Media)According to estimates from the U.S. Department of Agriculture, around 8,000 people are bitten by venomous snakes in the U.S. every year, and approximately five die. In other words, you have a 99.4 percent chance of surviving a venomous snake bite – and a pretty good chance of clicking on a mobile banner, too.One of the biggest discussions out there is the media allocation percentages for mobile. Honestly there does not seem to be a good answer. TWC’s approach has been to allocate dollars where the greatest results can be achieved and continue to expand until economies of scale
PaidSEM is the core of the success of the mCommerce Program. Display, in app and other media opportunities are part of the media mix however we have up to now found a mix of sales core to our businessWe manage program on independent sites like Pandora and Weather as well as mobile dsp and networks. As targeting abilities increase more an more we are seeing more and more success both direction and attributed to our m-Commerce success
It cant be a digital marketing or mobile conversation without someone covering the Enhanced Campaigns and the changes afootWe can say that we have not seen the negative impact reported on costs or on volumeHow to Succeed in Enhanced Campaigns in Mobile:- Know the value of your mobile consumer- Use that value to determine your mobile multiplier- Prepare for added complexity in day-to-day management- Monitor your KPIs diligently through the transitionOur success is driven by the prior level of optimization and work in mobile and tablet only campaigns. Able to deliver through significant prior levels of detailed optimization and campaign specifics- The change
Break ground and break glassLocal new tech: Geofencing, Local Aware, WiFi and Proximity