Optimizing the Mobile Experience

by Brian Egerup Kjærulff CEO & CO-founder, Mobtimizers

linkedin.com/in/brianegerup

Clients

Visibility EngagementStrategy Insights

What We Do

Future for Mobile

of media consumption will be mobile by 2019

Source: Widespace

70%

Mobile Challenge #1

What is the optimal budget allocation for mobile?

Mobile Challenge #2

Why invest in mobile, when conversions rates are underperforming?

Mobile Challenge #3

Is our organisation agile enough to handle mobile?

Mobile Challenge #1

What is the optimal budget allocation for mobile?

Lack of Mobile Investments

Only 5% of marketing budget is used on mobile

Source: SMOX - research by MMA (Mobile Marketing Association)

Mobile Campaigns Are More Effective Throughout Funnel

1.9 x (Device awareness, AT&T)

1.7 x (Good for travel, MasterCard)

1.9 x (Back to school food, Walmart)

1.8 x (Home brewed, Gold Peak)

1.8 x (Home brewed, Gold Peak)

Awareness

Image

Purchase Intent

Foot Traffic

Sales

Mobile Advertising - Estimated ROI Index by Medium (January-February)

Source: SMOX - research by MMA (Mobile Marketing Association)

50

100

150

200

TV Overall OOH (Includes Cinema) Digital Video Mobile

199

61

21

118

Advertising ROI indexed to Total Campaign ROI

Overall index: 100

Sales Contribution due to Mobile

of sales

of budgets4%

8%

Optimal Mobile Budget Allocation

Source: SMOX - research by MMA (Mobile Marketing Association) Calculations are based on total marketing spend, not digital alone.

The optimal spend for mobile is between 8-16%

Location Time of dayFormatCreative

Optimize Your Mobile Campaign ROI

Source: SMOX - research by MMA (Mobile Marketing Association)

Banner vs. Video

6.5 X

TV vs. Mobile Video

4.5 XLocation re-targeting

vs. proximity targeting

2.5 X

Day of week vs. time of day

13 X

Creative vs. different segments

7 X

Optimize Your Mobile Investment

Source: SMOX - research by MMA (Mobile Marketing Association)

Optimization area ROI Upside (based on SMOX)

Total

1. Optimize by Format

2. Leverage Location Targeting

3. Leverate Context Targeting

4. Build on Creative

(display size, audio, video, native, social)

(audience, proximity targeting & role of creative)

(time of the day, day of the week)

(AB testing, relevance by target group)

20% - 40%

20%+

20%+

40% - 60%

100% - 160%

Optimal Mobile Spend With Optimized Creative, Format, Location, Time of day

Source: SMOX - research by MMA (Mobile Marketing Association)

The optimal spend for mobile is between 20-30%

Mobile Challenge #2

Why invest in mobile, when conversions rates are underperforming?

Benchmarking Ecommerce Conversion Rates (Global: Q4 2015)

Source: 2015 EQ3 Monetate Ecommerce Quarterly Report

Device Desktop:

Tablet: Smartphone:

Conversion Rate 3.5% 3.2% 1.4%

Ecommerce Conversion Rates - Global and Projected

Source: 2015 EQ3 Monetate Ecommerce Quarterly Report

0%1%2%3%4%5%6%7%8%9%

10%

Q3 2014 Q2 2015 Q1 2016 Q3 2016 Q1 2017 Q4 2017 Q2 2018 Q1 2019 Q3 2019 Q1 2020

Global Global projected

Desktop

Ecommerce Conversion Rates - Global, US, UK Projected

Source: 2015 EQ3 Monetate Ecommerce Quarterly Report

0%1%2%3%4%5%6%7%8%9%

10%

Q3 2014 Q2 2015 Q1 2016 Q3 2016 Q1 2017 Q4 2017 Q2 2018 Q1 2019 Q3 2019 Q1 2020

Global US UK

Desktop

Benchmarking Ecommerce Conversion Rates

0%

0,5%

1%

1,5%

2%

Smartphone Global Conversion Rates Mobile Conversion Rate

Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

Average Conversion Rate: 0.33%

Global Conversion Rate Average: 1.22%

(27% af benchmark)

Source: Google Analytics, Illustrative dataAlso data from 2015 EQ3 Monetate Ecommerce Quarterly Report

Mobile Revenue Potential

0DKK

150.000DKK

300.000DKK

450.000DKK

600.000DKK

Potential Revenue if following global benchmark Actual Revenue

Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

Source: Google Analytics, Illustrative dataAlso data from 2015 EQ3 Monetate Ecommerce Quarterly Report

Mobile Challenge #3

Is our organisation agile enough to handle mobile?

A Mobile Experience Should Be…

• Personal

• Contextual

• Timely

Personal, Contextual and Timely

P

C

T

P

T

C

Source: COOP Medlem Push Project

Effect Measurement: Personal Push vs Generic Push

0

100

200

300

400

Personal message Generic message

267,39

333,63

Increased Sessions per 1.000 Push Messages

~25% better performance

Source: Google Analytics Data Analysis of Push Effect

Multichannel Marketing Automation and Other Tools

• Mobile Web Push and App Push platforms

• Rapid App Development and app management Platforms

• Personalization and A/B Testing tools

• Free tools. e.g Google Play Experiments

Dedicated Mobile Web Push and App Push platforms

App Preview Video, increased performance / downloads with ~13%

App Preview Video Implementation

Video Experiments in Google Play Store

Source: Google Play Experiments

To-Do List

• Allocate 8-15% (20-30% when optimized) of marketing budget towards mobile

• Build business cases for mobile investments

• Find agile partners and technologies

• Be personal, contextual and timely

Get in Touch

linkedin.com/in/brianegerupmobtimizers.com

@mobtimizersDownload “Mobilstrategi” ebook on mobtimizers.com