This document discusses mobile marketing and trends in mobile usage. It notes that consumption of digital content online grew 394% for tablets and 1,721% for smartphones from 2011-2015. Mobile now accounts for 12% of online sales on average and growth in mobile sales was 16% on average. Users are using more devices, with the average being 5 devices in 2015 compared to 2.4 in 2014. The document discusses how to design effective mobile experiences and campaigns, noting key factors like speed, context, seamless experiences, and relevance. It provides an example of a successful mobile launch for Dressbar that saw 200k visits in the first two weeks. The document demos a tool called U-Campaign for easily creating multi

1. #RIC15
Innova&on
Lab:
Mobility
Mobile Marketing Made Easy
Presented by: Carin van Vuuren,
Chief Marketing Officer, Usablenet

2. Users

3. #RIC15
Growth
of
Digital
Content
Consump6on
Online
(2011
–
2015)
394% 1,721% 37%

4. #RIC15
Mobile
Shopping
Growth
Con6nues
12%
16%
Mobile
as
a
percentage
of
online
sales
(average)
Year-­‐over-­‐year
growth
in
mobile
sales
(average
Mobile
as
a
percentage
of
online
traffic
(average)
Tablet
Smartphone
Source
The
State
of
Retailing
Online
2015,
a
Shop.org
study
conducted
by
Forrester
Research
Forrester
Research,
Inc.
Unauthorized
reproduc6on
or
distribu6on
prohibited.
30%
17%
Tablet
Smartphone
87%
52%
Tablet
Smartphone
Base:
41
retailers

5. #RIC15
Users
are
mobile
and
using
mul6ple
devices
5
devices
in
2015
2.4
devices
in
2014
Source:
DigitasLBi
2015
Connected
Commerce

6. #RIC15
Mobile
Behaviors
Emerging
§ of consumers spend more than 2 hours /day on
their mobile devices.
§ of mobile users receive more than 20 promo@onal
emails per week
§ turn push no@fica@ons off when they receive too
many
50%
68%
72%

7. Brands

8. #RIC15
Create
Experiences
Customers
Will
Want
to
Use
Simplify
Complex
Journeys
Provide
Timely
Relevant
Informa&on
Personalize
The
Experience
Empower
Self
Service
Reassure
&
Build
Trust

9. #RIC15
VISUAL
DESIGN
PERSUASIVE
DESIGN
CART
&
CHECKOUT
USABILITY
&
ACCESSIBILITY
Goal:
Make
experience
easy
to
use
and
navigate
Goal:
Simplify,
streamline
and
op6mize
UI
Goal:
Effec6vely
move
the
user
to
make
a
commitment
Goal:
Reduce
fric6on,
encourage
ac6on,
reassure
UX
Fundamentals
on
Mobile

10. #RIC15
Intermix:
Performance
Design
1
1
2
3
4

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Four
Factors
Ensure
Mobile
Marke6ng
Success
Ease
and
Load
Speed.
CONTEXT
SEAMLESS
PERFORMANCE
RELEVANCE
2
second
delay
in
load
6me
equates
to
8%
jump
in
abandonment
Cross-­‐Screen
Journeys.
25%
of
online
orders
are
picked
up
in
store
Place,
Time
and
Content.
56%
of
shoppers
believe
mobile
should
make
their
shopping
experience
more
enjoyable.
Right
Audience.
Right
Offer.
82%
of
smartphone
users
use
search
when
looking
for
a
product.

12. #RIC15
John
Lewis:
Corporate
and
Product
Campaigns

13. Dressbar:
Full
Mobile
Launch
with
U-­‐Campaign
200K
visits
–
first
2
weeks
60%
return
visitors
.8
%
conversion

14. #RIC15
U-­‐Campaign
Demo

15. #RIC15
1

16. 1
hhp://bit.ly/1Fi1zNY

17. #RIC15
Speed
to
Market:
Create,
update
and
publish
campaigns
quickly
and
easily.
Save
Time
&
Resources:
No
need
for
IT,
developers,
QA
or
technical
support.
No
new
CMS.
Mul6-­‐Screen
Experiences:
Create
and
instantly
preview
pages
for
every
screen;
publish
anywhere
Beher
Engagement:
Get
in
front
of
your
customers
more
olen,
with
beher,
more
interac6ve
promo6ons
that
you
control
fully.
Speed
to
market
Save
Time
&
Resources
Mul6screen
experiences
Improve
Engagement
U-Campaign
U-­‐Campaign:
Mobile
Marke6ng
Made
Easy

18. #RIC15
Ques6ons?