© Copyright The Institute of Direct and Digital Marketing 2012.Permission is given for the downloading and temporary stora...
10 Mobile priorities for 2013                    Rob Thurner                   Burner Mobile                  @burner_mobi...
Introduction – Rob Thurner          Mobile consultant, author, trainer, speaker 20 years digital and traditional marketin...
Making sense of the mobile       landscape
Mobile perceived as                 personal & innovative medium                                                          ...
Mobile : permission is essential!
#1 Start with the consumer!       Match your offering to their mobile behaviourMessaging          Mobile sites    Apps    ...
#1 Start with the consumer!  When and where are we mobile?
#1 Start with the consumer! Mobile and tablet behaviour trends
#1 Start with the consumer!  Mobile behaviour whilst shopping
#1 Start with the consumer!    … Create mobile personasTribal drinkers       Career guys        Routine strugglersBuzz see...
#2 Build mobile into business strategy  … Mobile impacts all areas of the business                                Business...
#2 Build mobile into business strategy        …Board level agenda item
#2 Build mobile into business strategy            … Mobile roadmap v campaign-led                    approach2012         ...
#3 Mobile through the customer journey     … working through the purchase funnel
#3 Mobile through the customer journey            … integrate mobile with other channels                   Email          ...
Activation via QR Codes: prompt trial
Activation via SMS : text to win Response into relationships “Something for everyone” enhanced by local activation  info...
Activation via SMS : drive sales
Activation via Twitter : trial & sales                          60% repeat view                          27% click to purc...
#4 Optimise your site!… 4 seconds or bounce and never return
#4 Optimise your site!… 70% of brands have not optimised their sites for mobile                                    Non-opt...
#4 Optimise your site!               Mobile internet is different• Different browser  capabilities• Different screen sizes...
#4 Optimise your site!Mobile Web 1.0 – “Cookie Cutter”
#4 Optimise your site!                            Mobile web 2.0 - personalisation  Logo                                  ...
#4 Optimise your site! … HTML5 success stories
#5 Why bother with apps?             … what‟s the consumer benefit? Is there a defined consumer segment? Is there an opp...
#5 App focus on user experience       … over form and function
#5 App focus on user experience                      … mobile users won‟t tolerate rubbishAre Audi A4sreally thathorrible ...
#5 App focus on success factors      … high stakes for “me-too” app players Success factors? Download does NOT = use 85...
#5 App focus on standout                  … > 1 million other apps Standout from App noise is critical Ratings + sales u...
#6 Make discovery quick & engaging   … 50% of mobile sessions start with search
#6 Make discovery quick & engaging      … rich media, micro-targeting
#6 Mobile advertising              Planning and buying options Blind Networks  – cost-per-click (CPC) basis Premium Publ...
#6 Mobile advertising                                   Adspend tracking online              2008          2009     2010  ...
#7 Build long-term loyalty with mobile               … time & location based data trailSource: Weve
#7 Build long-term loyalty with mobile              mCoupon redemptionKeyed entry         Scanning       NFC
#7 Build long-term loyalty with mobile    … focus on ease, convenience, personalisation    Check and charge up your Starb...
#7 Build long-term loyalty with mobile    … harness location and social media
#8 Keep an eye on mobile payments        … manage expectations!
#8 Keep an eye on mobile payments       … manage expectations!
#9 Conversion Rate Optimisation        … constant improvement
#9 Conversion Rate Optimisation                          … address people and processes          More than two-thirds of ...
Mobile optimised site, search, ads:                                      „TicketsNow‟• Research from Google: > 25% of  tic...
Analyse multi-channel engagementSource: O2 // Starcom MediaVest
O2 + Pizza Hut- Customer journeySource: O2 // Starcom MediaVest
O2 + Pizza Hut - Results     Search plays a central role – drives footfall     Out-of-home (OOH) proven to be a direct d...
#10 Win board level support                  … mobile disrupts and transformsSource: Burner Mobile / Smart Insights
#10 Win board level support… align internal (and external) stakeholders       CEO             UX         eCommerce       S...
Summary   Deploy mobile to deliver business objectives   Create and meet needs of mobile personas as basis for behaviour...
Mobile resourcesSite                                              Contentwww.mobilemarketingmagazine.com                  ...
 https://www.smartinsights.com/membership/expert/ For 20% discount on full Expert membership, use code SMARTIDM
Thanks for your time  Any questions?   rob@burnermobile.com  www.burnermobile.com      burner_mobile       07793 804419
If you enjoyed this course, you may be               interested in…  • Developing your digital skills further (many course...
Thank you to all our patrons      John Hughes Enterprises
*Conditions apply                           TFM&A Special Offer…             10% off selected IDM training courses!       ...
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IDM Bootcamp - Build long term, future-proof mobile strategies which deliver measurable results - Rob Thurner

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IDM Bootcamp - Build long term, future-proof mobile strategies which deliver measurable results - Rob Thurner

  1. 1. © Copyright The Institute of Direct and Digital Marketing 2012.Permission is given for the downloading and temporary storage of this presentation for the sole purpose of individual use. This presentation may be printed once only, and may not be furtherreproduced, copied or transmitted in any way to those other than the initial individual user. All rights reserved.
  2. 2. 10 Mobile priorities for 2013 Rob Thurner Burner Mobile @burner_mobile@theidm
  3. 3. Introduction – Rob Thurner Mobile consultant, author, trainer, speaker 20 years digital and traditional marketing experience: • Journalist, Group Marketing Director at Clear Channel • Commercial Director with Mobile agency Incentivated • IDM Digital Marketing tutor and trainer • Mobile trainer in Europe & US • Founder, Burner Mobile • Author mCommerce and mMarketing books Mobile clients: • Amex, Barclaycard, RBS • British Airways, STA Travel • John Lewis Partnership, M&S, Specsavers • Bayer, GlaxoSmithKline • Heineken, King of Shaves, • Jaguar • Macmillan, NSPCC • Pearson, Virgin
  4. 4. Making sense of the mobile landscape
  5. 5. Mobile perceived as personal & innovative medium newspapers comprehensive up to date information immediate trustworthy internet convenient on PC persuasive personalised for me innovative radio mobile media TV undemanding entertaining mood setter relaxing fun creative magazines stylishSource: Exposure, Orange Home UK
  6. 6. Mobile : permission is essential!
  7. 7. #1 Start with the consumer! Match your offering to their mobile behaviourMessaging Mobile sites Apps Social LocationMobile ads Mobile search mCommerce Codes & coupons
  8. 8. #1 Start with the consumer! When and where are we mobile?
  9. 9. #1 Start with the consumer! Mobile and tablet behaviour trends
  10. 10. #1 Start with the consumer! Mobile behaviour whilst shopping
  11. 11. #1 Start with the consumer! … Create mobile personasTribal drinkers Career guys Routine strugglersBuzz seekers Regular blokes Detached moderates Party girls Male traditionalists Careful females
  12. 12. #2 Build mobile into business strategy … Mobile impacts all areas of the business Business Objectives Assess Align stakeholders mainstream and to develop mobile future mobile culture landscape Select and Integrate with manage mobile comms & data partners strategies
  13. 13. #2 Build mobile into business strategy …Board level agenda item
  14. 14. #2 Build mobile into business strategy … Mobile roadmap v campaign-led approach2012 2014
  15. 15. #3 Mobile through the customer journey … working through the purchase funnel
  16. 16. #3 Mobile through the customer journey … integrate mobile with other channels Email DMPress ads Mobile Acquisition, CRM and TransactionWebsite Mobile banner ads Social media
  17. 17. Activation via QR Codes: prompt trial
  18. 18. Activation via SMS : text to win Response into relationships “Something for everyone” enhanced by local activation informed by SMS response data
  19. 19. Activation via SMS : drive sales
  20. 20. Activation via Twitter : trial & sales 60% repeat view 27% click to purchaseSource: IPSOS MORI
  21. 21. #4 Optimise your site!… 4 seconds or bounce and never return
  22. 22. #4 Optimise your site!… 70% of brands have not optimised their sites for mobile Non-optimised Optimised
  23. 23. #4 Optimise your site! Mobile internet is different• Different browser capabilities• Different screen sizes• Different interaction• Different intent
  24. 24. #4 Optimise your site!Mobile Web 1.0 – “Cookie Cutter”
  25. 25. #4 Optimise your site! Mobile web 2.0 - personalisation Logo Logo Logo Personalised banner Personalised banner Personalised banner Promoting something of interest Based on their location Based on the time of day Welcome back: FRED SMITH You are near: XXX It is 11:00am When you were last here, you Our nearest store is XX metres away Looked at the following products Get directions On TV later is XXX Menu item 1 Product 1 Product 2 Product 3 Menu item 2 Menu item 3 Menu item 1 Menu item 1 Menu item 4 Menu item 2 Menu item 2 Behavioural Location-based Time-basedhttp://www.burnermobile.com/making-mobile-design-more-personalised/
  26. 26. #4 Optimise your site! … HTML5 success stories
  27. 27. #5 Why bother with apps? … what‟s the consumer benefit? Is there a defined consumer segment? Is there an opportunity for frequent engagement built around: – Service – Entertainment – Information – Distraction…?
  28. 28. #5 App focus on user experience … over form and function
  29. 29. #5 App focus on user experience … mobile users won‟t tolerate rubbishAre Audi A4sreally thathorrible to ...drives likedrive? there is a drunk behind the wheelI feel ripped off –even though thegame was free! Just like a real A4 – it’s boring and tedious
  30. 30. #5 App focus on success factors … high stakes for “me-too” app players Success factors? Download does NOT = use 85% only used once Audience reach capped Development & maintenance cost Testing - over 50% have bugs Approvals – up to 10 weeks Standout
  31. 31. #5 App focus on standout … > 1 million other apps Standout from App noise is critical Ratings + sales used to organise App stores Use WOM Use Social Media outlets Use blogs Use App store marketing machines
  32. 32. #6 Make discovery quick & engaging … 50% of mobile sessions start with search
  33. 33. #6 Make discovery quick & engaging … rich media, micro-targeting
  34. 34. #6 Mobile advertising Planning and buying options Blind Networks – cost-per-click (CPC) basis Premium Publisher Networks – cost-per-thousand (CPM) basis And those in between that overlap the two models
  35. 35. #6 Mobile advertising Adspend tracking online 2008 2009 2010 2011 2012? 2013? 2014?Source: IAB / PWC Adspend
  36. 36. #7 Build long-term loyalty with mobile … time & location based data trailSource: Weve
  37. 37. #7 Build long-term loyalty with mobile mCoupon redemptionKeyed entry Scanning NFC
  38. 38. #7 Build long-term loyalty with mobile … focus on ease, convenience, personalisation Check and charge up your Starbucks Card Pay with your iPhone or iPod Touch at U.S. Starbucks stores Locate a mobile payment Starbucks near you Track your Starbucks Rewards program
  39. 39. #7 Build long-term loyalty with mobile … harness location and social media
  40. 40. #8 Keep an eye on mobile payments … manage expectations!
  41. 41. #8 Keep an eye on mobile payments … manage expectations!
  42. 42. #9 Conversion Rate Optimisation … constant improvement
  43. 43. #9 Conversion Rate Optimisation … address people and processes  More than two-thirds of sample are not designing their websites (70%) and marketing emails (84%) for either mobile phones or tablets  Companies with a structured approach to conversion are twice as likely to have seen a large increase in sales  Technology is no longer the major barrier preventing companies from improving conversion rates  The challenge is becoming one of people and processesSource: Econsultancy / Red Eyehttp://econsultancy.com/uk/reports/conversion-rate-optimization-report
  44. 44. Mobile optimised site, search, ads: „TicketsNow‟• Research from Google: > 25% of ticketing-related search queries occur on mobile devices• Combining a mobile-optimized site with Google mobile ads boost mobile sales100% in the first month“Search queries and purchases in our space are migrating to mobile at a rapid pace. Mobile is where consumers are now and increasingly where they’re headed, so that’s where we need to be.”Sachin Gadhvi, Director of Search and Mobile Marketing
  45. 45. Analyse multi-channel engagementSource: O2 // Starcom MediaVest
  46. 46. O2 + Pizza Hut- Customer journeySource: O2 // Starcom MediaVest
  47. 47. O2 + Pizza Hut - Results  Search plays a central role – drives footfall  Out-of-home (OOH) proven to be a direct driver of sales  Mobile was the number one performing medium – 142% more efficient in delivering incremental sales revenue than the campaign average – 4.4x more efficient than TV – 2.6x more efficient than desktop web at creating incremental revenue  Mobile success factors – Intent and mindset – meets a consumer need – Connectivity – ease and convenience – Personalised messages – right people, right time, right messageSource: O2 // Starcom MediaVest
  48. 48. #10 Win board level support … mobile disrupts and transformsSource: Burner Mobile / Smart Insights
  49. 49. #10 Win board level support… align internal (and external) stakeholders CEO UX eCommerce Sales Technical CRM Customer Marketing Legal Insight
  50. 50. Summary Deploy mobile to deliver business objectives Create and meet needs of mobile personas as basis for behavioural targeting Good UX is vital for engagement and referral Integrated mobile into comms planning and merge data Manage expectations: benchmarks for budgets, timings, likely results, ROI Develop strategy to maximise conversion rate optimisation Win Board level support Test, measure, analyse, learn, adapt
  51. 51. Mobile resourcesSite Contentwww.mobilemarketingmagazine.com News, case studies, awardswww.iabuk.net Case studies, white paperswww.smartinsights.com Digital strategy, analytics, blogwww.burnermobile.com Blog, market analysisThe Mobile Playbook Google guide – winning with mobileOur Mobile Planet Google – Q&A on mobile consumersGoogle Mobile Ads Blog Google blog on mobile advertisingwww.flurry.com Metrics, appswww.comscore.com Mobile usage7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)Summary at https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-insights.pdf
  52. 52.  https://www.smartinsights.com/membership/expert/ For 20% discount on full Expert membership, use code SMARTIDM
  53. 53. Thanks for your time Any questions? rob@burnermobile.com www.burnermobile.com burner_mobile 07793 804419
  54. 54. If you enjoyed this course, you may be interested in… • Developing your digital skills further (many course taught by your tutors from this week…) www.theidm.com/digitaltraining • IDM Certificate or Diploma in Digital Marketing www.theidm.com/dipdirectRecommend the IDM and you could receive a reward worth up to £200! Pleasesee form or visit theidm.com/i-recommend for more details.
  55. 55. Thank you to all our patrons John Hughes Enterprises
  56. 56. *Conditions apply TFM&A Special Offer… 10% off selected IDM training courses! PLUS… Free course give-away! Visit the IDM at stand A34 for more details, or go to theidm.com/academyoffertheidm.com/training twitter.com/theidm facebook.com/theidm theidm.com/idmlinkedin

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