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Burner mobile e gr summit v1.1
1.
The Mobile Consumer Rob
Thurner, Burner Mobile ! @burner_mobile 21.10.13 ! © Burner Mobile 2013
2.
Rob Thurner –
mobile consultant, author, trainer! Ø Founder, Burner Mobile -‐ Consultancy, strategy, white papers Ø Mobile strategy -‐ American Express, Barclays, Barclaycard, BeEair, Heineken, Ladbrokes, O2, Paddy Power, Richemont Ø Author -‐ 10 key decisions for mCommerce success -‐ Mobile: Winning with Mobile Ø Digital Tutor and Trainer -‐ Clients direct, IDM, IAB, Econsultancy, Emarketeers @burner_mobile © Burner Mobile 2013
3.
Agenda Ø Mobile consumer
trends and demands Ø AcquisiSon opSons Ø Building long term loyalty Ø Tracking and predicSng behaviour @burner_mobile © Burner Mobile 2013
4.
Today’s Mobile consumer
snapshot! Ø On average, we check our mobiles Ø 69% of tablet users have shopped 150 1mes / day via their device in the last 30 days (Source: Google) (Source: IAB UK) Ø 84% of smartphone owners use mobile devices in-‐store … 17% of them have changed their minds as as result (Source: Google) Ø 61% of customers who visit a mobile unfriendly site are likely to go to a compe1tor’s site (Source: IAB UK) Ø 56% of smartphone owners prefer Ø Mobile will account for 50% of using their smartphone, rather than payments worldwide by 2016 a computer, to access the internet. (Source: PayPal) (Source: Prosper Mobile Insights) @burner_mobile © Burner Mobile 2013
5.
Consumers - more
demanding than ever! Web browsing Navigation Gaming Personal organizer Call Email Camera + pictures Shopping Text Search Mobile TV Tablets @burner_mobile Music Content Download Social networks Vouchers + tickets mPayments © Burner Mobile 2013
6.
Mobile users won’t
tolerate rubbish! Are Audi A4s really that horrible to drive? I feel ripped off – even though the game was free! @burner_mobile ...drives like there is a drunk behind the wheel Just like a real A4 – it’s boring and tedious © Burner Mobile 2013
7.
Multiple mobile touchpoints! @burner_mobile
© Burner Mobile 2013
8.
Multi-screen consumers ! @burner_mobile
Source: Google © Burner Mobile 2013
9.
Mobile gaming apps
: driver of downloads! @burner_mobile Source: Kantar Media 2013 © Burner Mobile 2013
10.
Device distribution! @burner_mobile Source:
Millennial Media Q2,2013 © Burner Mobile 2013
11.
Why use a
tablet? ! 49% Easiest for me to pick-up 37% Fastest at giving me what I need 37% Screen/interface is easier to use Preferred functionality 32% What I need in format I prefer 31% Always prefer to use this device 27% Has apps/programmes I prefer 18% Habit 7% Offers greatest privacy 6% No other devices were available at the time 5% Cheaper for accessing the Internet @burner_mobile © Burner Mobile 2013
12.
Digital channels used
by gamblers ! @burner_mobile Source: Kantar Media 2013 © Burner Mobile 2013
13.
Channels used for
mobile gaming! @burner_mobile Source: Kantar Media 2013 © Burner Mobile 2013
14.
Mobile OS used
to gamble! @burner_mobile Source: Kantar Media 2013 © Burner Mobile 2013
15.
Google Glass! @burner_mobile ©
Burner Mobile 2013
16.
Samsung Smart watch! @burner_mobile
© Burner Mobile 2013
17.
Are you on
their wave length?! @burner_mobile © Burner Mobile 2013
18.
Reasons for gambling
on a mobile device! @burner_mobile Source: Kantar Media 2013 © Burner Mobile 2013
19.
Identifying consumer clusters
: Heineken! Tribal drinkers Career guys Routine strugglers Buzz seekers Regular blokes Detached moderates Party girls Male traditionalists Careful females @burner_mobile © Burner Mobile 2013
20.
Multi-app strategy?! PROS MORE PROS
• Mobile only customers do app store search • Existing customer behaviours, upgrades and notifications • Gaming market commoditised and licensed - multiple branded licensed products mean audiences search for favourite brands • Upgrade process drives engagement, improves UX, maintains awareness and volume • Acquire users around the products they love and use CRM to drive value and cross-sell to other products • Richer process: Better graphical capability and deeper gaming experience capabilities @burner_mobile © Burner Mobile 2013
21.
HTML5 strategy?! PROS CONS • Audience
reach • No App Store marketing machine - increases CPA • Less expensive • Hard to get to people to remember where to come for the product • Build once, distribute across all devices • Homescreen discovery is tricky - if not bookmarked you can lose the customer, meaning further CPA or marketing cost to reengage and 'install' • Speed to market and update speeds • Data network problems on device - especially if the device is running out of memory • Staffing and resources @burner_mobile © Burner Mobile 2013
22.
Track site visits
for ! to get insights Ø Which pages will improve leads? Ø Where are quick wins? Ø What are most effective channels to drive traffic? @burner_mobile © Burner Mobile 2013
23.
Driving acquisition –
SMS + Weve Ø 15m opted in customers -‐ O2, EE, Voda -‐ pre defined segments by interest, gender and age (over 18) Ø Messaging cap of one gambling related message per month Ø Selling the majority of gambling inventory available to 3 key partners Ø User base will be rotated between partners, this way users see different adverts from different brands @burner_mobile Source: Weve © Burner Mobile 2013
24.
Weve – opted
in, excellent CPA results! @burner_mobile © Burner Mobile 2013
25.
Results with Weve Ø
Client feedback on performance shows that messaging works in achieving sustainable CPA targets Ø Typical CTR’s range from 0.1% – 2.5% Ø CPA’s for sports book clients range between £26 -‐ £120 at sustainable levels @burner_mobile Source: Weve © Burner Mobile 2013
26.
Driving acquisition -
search! … 50% of mobile sessions start with search! @burner_mobile © Burner Mobile 2013
27.
Paid Search ! @burner_mobile
© Burner Mobile 2013
28.
Google Mobile Search
extensions! @burner_mobile © Burner Mobile 2013
29.
Build content sites
to compliment SEO! @burner_mobile www.news.ladbrokes.com | Grand Parade © Burner Mobile 2013
30.
Rich media mobile
ads! Ø Delivers high user engagement Ø Drives brand awareness and loyalty Ø Enhances mulS-‐channel campaign efforts Ø Encourages sharing of branded content Ø Increases sales, conversions and customer acquisiSon @burner_mobile © Burner Mobile 2013
31.
Most focus on
customer acquisition! Mobile advertising Site +app development Social Mobile Mobile PPC @burner_mobile © Burner Mobile 2013
32.
Bigger opportunity for
long term loyalty! Mobile advertising Basic appdevelopment Social Mobile Mobile PPC Data Integration Messaging Coupons CRM Loyalty Programmes @burner_mobile © Burner Mobile 2013
33.
Brand switching …
why?! @burner_mobile Source: Kantar Media 2013 © Burner Mobile 2013
34.
Competitors : brand
attributes! @burner_mobile Source: Kantar Media 2013; Sample: all regulars © Burner Mobile 2013
35.
Develop segment-based Mobile
CRM! Engagement Ø New games released Ø Branded gaming content Ø Location specific alerts Conversion Ø Personalized promotions Ø Shopping cart expiration alert Ø Event alerts Loyalty Ø Ø Ø Ø @burner_mobile Request reviews Share comments on reviews and products Post purchase updates Personal coupon updates © Burner Mobile 2013
36.
Email! @burner_mobile © Burner
Mobile 2013
37.
Retargeted ads! @burner_mobile Source:
Criteo © Burner Mobile 2013
38.
Video PR! @burner_mobile
© Burner Mobile 2013
39.
Coupons! Offer Message POS Live Redemption Data Client Database MSISDN Issuance Redemption
Qty Offer Type Conversion Reminder message Customer Action Location CRM Data Redemption rate 10% @burner_mobile Source: Eagle Eye SoluSons © Burner Mobile 2013
40.
In-app push notifications Her
profile Your content • • • • • • • • Preferences Location Behavior Location history Timely Relevant Useful Delightful Keep your connected customers closer Revenue cost savings @burner_mobile Brand loyalty Lifetime total value Source: Urban Airship © Burner Mobile 2013
41.
Push builds relationships! 4x App
engagement 2x App retention download Results reported from customers: 10x greater response rate than email 16x more traffic than busiest day ever 30% increase in social sharing 8x faster bookings compared to other channels @burner_mobile Source: Urban Airship © Burner Mobile 2013
42.
Campaign automation! VIPs: Meet
U2 backstage at the MGM Grand If VIP: Apply to the VIP Club for a chance to win backstage passes! If not VIP: @burner_mobile © Burner Mobile 2013
43.
Tracking usage -
funnel analysis! Source: Localytics Demo @burner_mobile © Burner Mobile 2013
44.
Tracking usage -
funnel analysis! @burner_mobile Source: Localytics Demo © Burner Mobile 2013
45.
Tracking usage -
abandoned cart! @burner_mobile Source: Localytics Demo © Burner Mobile 2013
46.
Tracking usage -
reactivation trigger @burner_mobile Source: Localytics Demo © Burner Mobile 2013
47.
Mobile - the
Holy Grail SEO Terms Used Email/Mobile response rate Call centre inquiries Web e2e data Warehouse Single Customer View Standard Business Intelligence Tool Site logs Orders @burner_mobile © Burner Mobile 2013
48.
Customer centric philosophy! @burner_mobile
© Burner Mobile 2013
49.
The reality -
more complex!! @burner_mobile © Burner Mobile 2013
50.
Track + Activate
Consumer Touch Points! @burner_mobile Source: RadiumOne © Burner Mobile 2013
51.
True Real-time Audience
Targeting! Data Management Platform INTELLIGENCE Harness audiences across every digital touch point. CRM data 3rd Party data can also be build Brand uses proprietary tools to included in your DMP 20 milliseconds Commercial Segments INSIGHT Audience Segmentation Amplification Commercial audience segments updated by social connections Demand Side Platform ACTIVATION Segments matched with all the available inventory, and activated with media in the right place, at the right time CROSS DEVICE / PROGRAMMATIC / REACH 700m+ USERS / FBX PARTNER @burner_mobile Source: RadiumOne © Burner Mobile 2013
52.
3 step process
– Intelligence, Insight, Activation! Activation Brand Activation, Content Distribution Advertising ACTIVATE AUDIENCE HARNESS AUDIENCE DIGITAL AUDIENCE Insights @burner_mobile Leverage audience from all consumer touch points Intelligence UNDERSTAND, SEGMENT AMPLIFY AUDIENCE Source: RadiumOne © Burner Mobile 2013
53.
Mobile resource –
Amazon ebook! Search: Winning with Mobile @burner_mobile © Burner Mobile 2013
54.
rob@burnermobile.com www.burnermobile.com +44
7793 804419 @burner_mobile @burner_mobile © Burner Mobile 2013
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