[2024]Digital Global Overview Report 2024 Meltwater.pdf
Mobile marketing trends 2014
1. Mobile Marketing Trends 2014
Rob Thurner
Founding Partner
Burner Mobile
Mobile marketing techniques to apply for success in 2014
Digital Marketing Priorities 2014
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3. Rob Thurner
@burner_mobile
Mobile consultant, author, trainer, speaker
20 years digital and traditional marketing experience, 10 years in
mobile
Founder, Burner Mobile
- Consultancy projects, white papers, keynotes in Europe & USA
Author
- 10 key decisions for mCommerce success (commissioned)
- Winning with Mobile - Creating a strategy for Mobile Marketing,
Mobile,Commerce and Mobile CRM. Download from Amazon
Digital Tutor and Trainer in Europe and USA
Mobile clients
3
4. #1 Time to grasp the big picture!
“Rapid ramp of mobile
internet usage will be
a boon to consumers
and some companies
will likely win big
(potentially very big)
while many will wonder
what just happened.”
Mary Meeker,
Kleiner Perkins Caufield & Byers
Venture Capitalist, Silicon Valley
4
5. Poll # 1
What’s the role of mobile in your 2014 plans?
a)
b)
c)
d)
e)
Customer acquisition
CRM and loyalty
mCommerce
All the above
Not sure
5
8. In-store – are you ready?
84% OF SMARTPHONE OWNERS
USE THEIR DEVICE WHILE SHOPPING
Offers
44%
Prices
44%
Locate
58%
Information
31%
Source: Google Shopper Marketing Agency Council
8
9. #2 Develop a robust mobile strategy
Source: Smart Insights / Burner Mobile
9
10. Most focus on customer acquisition
Mobile
advertising
Site +app
development
Social
Mobile
Mobile PPC
Source: Burner Mobile
10
11. Bigger opportunity for long term loyalty
Mobile
advertising
Basic appdevelopment
Social
Mobile
Mobile PPC
Data
Integration
Messaging
Coupons
CRM &
Loyalty
Programmes
Source: Burner Mobile
11
13. Adapting might even involve
‘stepping on some toes’
VIDEO
Alexander von
Schirmeister - He
gave mobile
commerce unit
‚Our CEO created aabsolute internal unrest several
lot of
permission to
years ago when hestep on toes a mobile commerce
created
12.26-13.50
unit. He gave that mobile commerce unit absolute
permission to step on other functions’ toes…
eBay would not have been successful if that team
hadn’t told everyone else to sod off.‛
13
Alex Von Schirmeister, VP of Marketing, Operations & Advertising
eBay Europe
14. What are your investment plans for 2014?
“Our mobile spend is probably
at 5%. It should be around 1520% of our overall spend.
We will migrate this over the
next couple of years”
Joseph Tripodi, CMO,
Coca Cola, Sept 2013
14
15. Poll # 2
Which stakeholders understand your mobile
plans for 2014
a)
b)
c)
d)
e)
The Board
Marketing
Sales
Data and insights
Not sure
15
18. Tablets for “relaxed creativity”
Why did you choose to use this device as opposed to another device?
49% Easiest for me to pick-up
37% Fastest at giving me what I need
37% Screen/interface is easier to use
Preferred
functionalit
y
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
No other devices were available at
6% the time
5% Cheaper for accessing the Internet
Source: IAB UK / sparkler
18
19. Mobile demands permission!
“Mobile users invest their own time creating their own devices, with
personalised wallpapers, games and apps. When consumers have invested
their time creating their mobile device, they don’t want to be hijacked …
“You can participate as a brand, join in with my mobile place, but don’t invade
it with foreign things that I didn’t pick to be there”
Richard Eyre, Chairman, IAB UK
19
23. Mobile web – responsive or adaptive?
Three approaches commonly used across the web that
address multi-device users and allow for content
customisation based on user context:
Separate
mobile URLs
Responsive
web design
Dynamically serving
different HTML on
same URL
23
24. Responsive web design
Responsive web design (RWD) optimizes your site experience across
different screen sizes without creating multiple websites
Using CSS and JavaScript templates, a responsive site immediately
adjusts images, layouts and content based on screen size of device
Source: theknowledgeengineers
24
25. Adaptive web design
Webservers detect what device customer is using and serve up
custom pages (HTML + CSS) on the same URL
Changing the content you serve to fit device requires some
customization (e.g. style sheets) that need to be maintained on a
per device basis
Source: theknowledgeengineers
25
26. Poll # 3
Is you site mobile optimised?
a)
b)
c)
d)
Yes – responsive design
Yes – adaptive design
Not yet
Not sure
26
27. #6 What’s the rationale for an(other) app?
Be honest about whether you need an App or should focus on
mobilising the site: what’s the consumer benefit?
Make full use of the handset’s native functionality
Assess the App revenue model
Promote to achieve standout and repeat use
Set out roadmap for App development
Set and monitor success measures beyond the download
27
28. Preference of app over web
London Olympics 2012:
Mobile App Usage vs Mobile Web Usage
Share of page views/
Mobile events
Share of time spent
Mobile
web
80%
App
usage
Source: Nielsen, 2012
94%
28
29. Drive app usage - push notifications
Her profile
• Preferences
Your content
• Timely
• Relevant
• Location
• Useful
• Behaviour
• Location
history
Results
10 x greater response rate than email
8 x faster bookings compared to other channels
4 x app engagement for push v non-push sample
29
30. App push notifications - targeting
Current location
User preferences
Location history
Mobile behaviors
Data integrations
Do not disturb 10 pm – 7 am
Send me deals and offers
Send me news and updates
Favorites
Purchases
Device info
CRM
POS
30
31. App push targeting - by segment
Use existing content
Make offers more
actionable
Source: Urban Airship
Enable customers to
add offers to Passbook
31
32. App push targeting - by location
Macy’s
The Burberry Store Opening
Event is today in the Macy's
Herald Square Store!
Use
location, preferences, and
purchasing history to
segment audiences
Delight users with highly
contextual messages
Source: Urban Airship
Encourage in-store
visits
32
33. #7 Make search quick & easy
… 50% of mobile sessions start with search
33
35. #7 Mobile PPC – bid aggressively!
Google Adwords enables specific targeting
More limited inventory and specific targeting options –
bid higher on mobile
Be prepared to bid 2x higher to get on the first page of
search results
Compete to have your ad served on 5 ad spots vs 10 for
desktop
35
37. #8 Mobiles ads – microtargeting
Target Burberry
specific target
demographic in
terms of
income, occupati
on type, gender
and age.
Source: AdMaxim
37
38. #8 Mobiles ads – dynamic
performance optimisation
Geo- targeted to London only
System optimises automatically to best performing
locations within London
Source: AdMaxim
38
39. Driving traffic – behavioural targeting
AFFLUENT LONDONERS
FASHION LOVERS
Collect
Consumer
Behavior
Data
Observe consumer
interests across all sites
in the AdMaxim N/W
Deliver Ad
Ad is delivered to visitors
wherever they appear in
the network based on
relevance and campaign
targeting parameters
Data Mining +
Business
Rules
Behaviors are analyzed
and modeled into
AdMaxim behavioral
segments
Select Right
Segment
Segment(s) are selected
that meet campaign goals
or custom segment(s) are
built
39
39
40. #9 Connecting
loyalty + location + payment
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
40
44. Summary
Mobile = acquisition + loyalty + conversion
Create and meet needs of mobile personas as basis for
behavioural targeting
Good UX is vital for engagement and referral
Assess and fine tune traffic drivers
Test, measure, analyse, learn, adapt
44
45. Mobile resource – Amazon ebook
To order your
copy, Text
KNOWLEDGE + your
email address to
88600
Or search for Winning with Mobile
45
46. Thank you for your time
Any questions?
rob@burnermobile.com
07793 804419
@burner_mobile
46
+ Consumers lead, and expect+ Change mngt process – build consensus, unlock budget – win com advan+ Disruptive force – opportunity or threat TOWS?+ Train the indiv or the team? Mobile – great for your career
70% m commerce on tablets80% of tablet use in-homeCompanion device
Simple demonstration of keeping the user in mind. The content and the design will be impacted by the user needs/UX
HTML 5 will bring the rich media experience and interaction to the mobile web. Apps may have a smaller place in mobile as a result.
FT success in breaking away from Apple and using mobile web.
Every business has different requirementsYou must review the pros/cons for each option http://www.google.com/think/articles/business-perspective.html
When a customer visits your website, it’s possible for your webserver to detect what kind of device they are on and present a custom page (HTML + CSS) on the same URLThese custom pages can be designed for any kind of device—mobile phones, tablets, desktop computers and even Smart TVs
London 2012 Olympics showed the app was much more popular, The mobile app was used by many more people and for downloading many more pages than the mobile webWhy? Mobile, context –live events
But not all push is good push! We’re here to help you figure out how to do it right. Customers give you permission to engage, and give you a lot of information about themselves. In return, companies must provide value that makes life better (something useful, interesting, time-saving, money-saving, funny, etc.) The cycle continues—the more you know about a client, the more valuable your content has the potential to be. RESULTS of this enhanced relationship: Revenue & cost savings (example of the latter: Walgreen’s savings from fewer prescriptions not picked up)Brand loyaltyEnhance customer’s lifetime total value 2+ hours/day spent in apps (Gartner)
Location gives insight on where they’ve been (and can predict where they’re going) so you can tailor messages to be ready for their next buying decision or the next time they need info. Get the right message, to the right people, at the right time AND placeLocation is what makes mobile marketing truly unique, and our tools let you leverage it for maximum relevancy.Rich mobile profiles allow for hyper-relevant segmentation, which increases user engagementFeatures:Geo targeting based on current location, or location profile over timeLeverage over 2.5M predefined location boundaries out of the boxAdd custom locations like store locationsPreference center, lets users tell you their interestsBehavioral targeting based on in-app user activityDevice info = time zones, tablet vs. smartphone, Apple vs AndroidIntegrate profile data from external systems – CMS, POS, Marketing Automation, etc
The social deals currently aren’t actionable
50% m i/actions start w search85% location intent Google m first companyMake sure m search links to m optimised site
Ease, convenience, personalisationA Starbucks Card is the fastest, most convenient way to pay at Starbucks. And Starbucks Card Mobile is the perfect companion to your card. Your iPhone / iPod Touch will display a barcode that you use just like your card to make purchases at Starbucks. It’s fast. It’s easy. And it’s a revolution in mobile payment.With Starbucks Card Mobile, you can check your balance, reload your card with any major credit card or PayPal, view your transactions and conveniently track your Stars in the My Starbucks Rewards program.Features• Check your Starbucks Card balance• Reload your Starbucks Card with a major credit card or Pay Pal• View your transaction history• Pay with your iPhone or iPod Touch at in any of the 6,800+ company-operatedU.S. Starbucks stores and 1,000+ U.S. Starbucks Target locations.• Locate a mobile payment Starbucks near you.• Track your Stars in the My Starbucks Rewards program.
Visa trials NFC – not for commerce?
This diagram of different user journeys is aimed at helping mobile site owners think through the options of where to best spend their time initially. Working on which pages will help you improve leads and sales the most for the least effort? Where are you most likely to find the quick wins?