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Mobile – More than just “this season’s fashion”

Neil RanatungaHead of Mobile, Tradedoubler

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Agenda

• The mobile opportunity

• Constructing a mobile strategy

• Future Developments

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Habemus Papam

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The Mobile Opportunity

• More than 30% of all page views are from mobile and tablets

• 20% of all online sales were driven via mobile Christmas 2012

• mobile web is set to overtake desktop internet at some point this

year

• Ebay aims for $20 billion mobile sales in 2013

• Google stated in 2011 that “The future is mobile”

• Facebook stated in 2012 that “we are a mobile company”

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IMMEDIACY

SIMPLICITY

CONTEXT

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Developing a mobile strategy

• Mobile website versus mobile app • Responsive design?• Tablet site• Content• Page load times• Tracking• Cross device user journey

– Vouchercodes– Cross device shopping basket

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M-Affiliate – the basics

• Mirror wider mobile strategy• Get tracking in place• Remove points of leakage

– interstitials, phone numbers etc• Build good relationships with your mobile team• Bring mobile into wider marketing strategy• For multi-channel retailers – know where budget and targets sit• Acknowledge that mobile is different

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57% of top 100 UK brands have a mobile site, up from 37% six months ago

88% of the top 100 global brands have an app in the App store

MOBILE SITES

APPS

INTEGRATION Omni-channel, geo-targeting and creating immediacy

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Retention on a CPA

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• Consumers are less likely to spend time shopping online during good weather

• Sales for utilities providers increase as the mercury falls

Using Context to your Advantage

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• Short term forecasting (up to around 10 days) is fairly accurate

• Data from Met Office allows you to plan for and analyse influence of different weather patterns

• Product promotions based on good/bad weather. E.g. umbrellas when rainy weekends planned or dynamic creative showing hottest holiday destinations in Europe

Using Context to your Advantage

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Targeting by time

• Purchasing habits vary significantly by device

• Tablet purchase usage spikes in the late evening. “Buying in bed?”

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Device Fragmentation

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• “67% of people have used multiple devices sequentially to shop online” - Google

• Traditional cookie-tracking methods will prove insufficient

• Companies starting to use probability-based algorithms to provide “cross-device matching” solutions

• Leverage CRM

Fingerprinting

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How?

companies that committed early and emphatically to digital technologies outperform their peers by 26% in profitability

MIT Center for Digital Business

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Questions?