Digital  Marke,ng  Priori,es  2014  Brought  to  you  by:  

Mobile  Marke,ng  Trends  2014  

Rob  Thurner  Founding  Partner  Burner  Mobile    

Mobile  marke,ng  techniques  to  apply  for  success  in  2014  

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#PlanToSucceed  

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About SmartInsights.com Actionable Marketing Advice

Recommended channel hub page: SmartInsights.com/

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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

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#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

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Poll # 1 ¥  What’s the role of mobile in your 2014 plans?

a)  Customer acquisition b)  CRM and loyalty c)  mCommerce d)  All the above e)  Not sure

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“Omni-channel challenge”

OMNI CHANNEL

CROSS CHANNEL

SINGLE CHANNEL

 60%  of  retailers  list  omni-­‐channel  as  their  top    business  priority  for  2013  

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Mobile shoppers spend more

Source:  Google    Shopper  MarkeJng  Agency  Council  

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Offers Prices Locate Information

44% 44% 58% 31%

84%  OF  SMARTPHONE  OWNERS    USE  THEIR  DEVICE  WHILE  SHOPPING  

In-store – are you ready?

Source:  Google    Shopper  MarkeJng  Agency  Council  

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#2 Develop a robust mobile strategy

Source:  Smart  Insights  /  Burner  Mobile  

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Most focus on customer acquisition

Mobile advertising

Site +app development

Social Mobile Mobile PPC

Source: Burner Mobile

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Bigger opportunity for long term loyalty

Mobile advertising

Basic app-development

Messaging

Data Integration

CRM & Loyalty

Programmes

Coupons

Social Mobile Mobile PPC

Source: Burner Mobile

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Allocate resource and budget

Source:  Smart  Insights  /  Burner  Mobile  

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Adapting might even involve ‘stepping on some toes’

VIDEO Alexander von Schirmeister - He gave mobile commerce unit absolute permission to step on toes 12.26-13.50

“Our CEO created a lot of internal unrest several years ago when he created a mobile commerce 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.” Alex Von Schirmeister, VP of Marketing, Operations & Advertising eBay Europe

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What are your investment plans for 2014?

“Our mobile spend is probably at 5%. It should be around 15-20% of our overall spend. We will migrate this over the next couple of years” Joseph Tripodi, CMO, Coca Cola, Sept 2013

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Poll # 2 ¥  Which stakeholders understand your mobile

plans for 2014 a)  The Board b)  Marketing c)  Sales d)  Data and insights e)  Not sure

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#3 Track behaviour & customer journeys

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Multiple screen adoption

Source: Google

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Tablets for “relaxed creativity”

Preferred functionality

Fastest at giving me what I need 37%

No other devices were available at the time 6%

Offers greatest privacy 7%

Has apps/programmes I prefer 27%

Habit 18%

Cheaper for accessing the Internet 5%

Always prefer to use this device 31%

Screen/interface is easier to use 37%

What I need in format I prefer 32%

Easiest for me to pick-up 49%

Why  did  you  choose  to  use  this  device  as  opposed  to  another  device?  

Source: IAB UK / sparkler

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Mobile demands permission!

“Mobile  users  invest  their  own  Jme  creaJng  their  own  devices,  with  personalised  wallpapers,  games  and  apps.      When  consumers  have  invested  their  Jme  creaJng  their  mobile  device,  they  don’t  want  to  be  hijacked  …      “You  can  parJcipate  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  

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#4 User Experience is paramount

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#5 Optimised sites maximise engagement

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FT HTML5 use case

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¥  Three approaches commonly used across the web that address multi-device users and allow for content customisation based on user context:

Mobile web – responsive or adaptive?

Responsive web design

Dynamically serving different HTML on

same URL

Separate mobile URLs

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¥  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

Responsive web design

Source: theknowledgeengineers

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¥  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

Adaptive web design

Source: theknowledgeengineers

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Poll # 3 ¥  Is you site mobile optimised?

a)  Yes – responsive design b)  Yes – adaptive design c)  Not yet d)  Not sure

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#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

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Share of page views/ Mobile events

Mobile web

App usage

Preference of app over web?

Share of time spent

80% 94%

London Olympics 2012: Mobile App Usage vs Mobile Web Usage

Source: Nielsen, 2012

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Drive app usage - push notifications

•  Timely  

•  Relevant  •  Useful    

•  Preferences  •  LocaJon  •  Behaviour  •  LocaJon    history  

Her  profile   Your  content  

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  

Results  

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Location history Current location

Do not disturb 10 pm – 7 am

Send me deals and offers

Send me news and updates

User preferences Data integrations

CRM POS Favorites Purchases

Mobile behaviors

Device info

App push notifications - targeting

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Use existing content Enable customers to add offers to Passbook

Make offers more actionable

App push targeting - by segment

Source: Urban Airship

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Use location, preferences, and purchasing history to

segment audiences

Delight users with highly contextual messages

The Burberry Store Opening Event is today in the Macy's

Herald Square Store!"

Macy’s!

Encourage in-store visits

App push targeting - by location

Source: Urban Airship

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#7 Make search quick & easy … 50% of mobile sessions start with search

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#7 Mobile SEO – deep linking please!

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#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

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#8 Google Mobile Adword extensions

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#8 Mobile ads – microtargeting Target  Burberry  specific  target  demographic  in  terms  of  income,  occupa,on  type,  gender  and  age.    

Source: AdMaxim

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¥  Geo- targeted to London only ¥  System optimises automatically to best performing locations

within London

#8 Mobile ads – dynamic performance optimisation

Source: AdMaxim

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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

Deliver Ad Ad is delivered to visitors

wherever they appear in the network based on relevance

and campaign targeting parameters

Collect Consumer

Behavior Data

Observe consumer interests across all sites in

the AdMaxim N/W

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AFFLUENT LONDONERS FASHION LOVERS

Driving traffic – behavioural targeting

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¥  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

#9 Connecting loyalty + location + payment

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#9 NFC = Not For Commerce? For Loyalty?

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#10 Conversion Rate Optimisation … constant improvement

Source: eibDIGITAL

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Performance optimisation - Amazon

Source: eibDIGITAL

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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

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Mobile resource – Amazon ebook

Or  search  for  Winning  with  Mobile    

To  order  your  copy,  Text  KNOWLEDGE    +  your  email  address  

to  88600  

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Thank you for your time  

Any questions?

rob@burnermobile.com    07793  804419  @burner_mobile