Mta mmm financial masterclass v1.0
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Transcript of Mta mmm financial masterclass v1.0
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Mobile Marketing Priorities for 2013
Rob ThurnerFounding PartnerMobile Training
Academy29 Jan 2013
Building mobile into your business strategy
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Rob Thurner Mobile consultant, trainer, speaker, author
20 years digital and traditional marketing experience
Digital, Tutor and Trainer
- Mobile Training Academy, IDM, IAB, IPM, Econsultancy, Emarketeers
Founder, Burner Mobile
- Consultancy, white papers, keynotes
Author
- 10 key decisions for mCommerce success
- 7 steps for mobile marketing success
Mobile clients
- Amex, Barclaycard, RBS, British Airways, Jaguar
- M&S, John Lewis Partnership, Heineken, GSK© Mobile Training Academy 2013
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Mobile Training Academy
Bespoke, in-house training developed and delivered by a team of hand picked experts with hands-on, UK and global expertise
MTA team partners already committed
© Mobile Training Academy 2013
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#1 Start with the consumer! Understand mobile behaviour trends
© Mobile Training Academy 2013
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AppsMobile sitesMessaging Social Location
mCommerceMobile ads Mobile search Codes & coupons
#1 Start with the consumer! Match your offering to their mobile behaviour
© Mobile Training Academy 2013
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Business Objectives
Assess mainstream and future
mobile landscape
Integrate with comms & data
strategies
Select and manage mobile
partners
Align stakeholders to develop
mobile culture
#2 Build mobile into business strategy … Board level agenda item
© Mobile Training Academy 2013
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#3 Mobile through the customer journey … working through the purchase funnel
© Smart Insights / Burner Mobile 2013
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#4 Optimise your site! … 4 seconds or bounce and never return
© Mobile Training Academy 2013
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#4 Optimise your site! … HTML5 success stories
© Mobile Training Academy 2013
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#5 App focus on UX / content experience
© Mobile Training Academy 2013
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#5 App focus on UX / navigation
© Mobile Training Academy 2013
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#6 Make discovery quick & engaging … 50% of mobile sessions start with search
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#6 Make discovery quick & engaging … deliver standout in competitive sector
© Mobile Training Academy 2013
Change in industry sector mobile display market shares 2011 to H1 2012Source: IAB / PwC Digital adspend survey H1 2012
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Source: Weve
#7 Build long-term loyalty with mobile … time & location based data trail so test & learn
© Mobile Training Academy 2013
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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
#7 Build long-term loyalty with mobile … focus on ease, convenience, personalisation
© Mobile Training Academy 2013
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#8 Be realistic about mobile payments … manage expectations!
© Mobile Training Academy 2013
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#9 Conversion Rate Optimisation … constant improvement
© Mobile Training Academy 2013
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#9 Conversion Rate Optimisation … address people and processes
Companies with a structured approach to conversion are twice as likely to have seen a large increase in sales
Technology is no longer the major barrier preventing companies from improving conversion rates
The challenge is becoming one of people and processes
Source: Econsultancy / Red Eye http://econsultancy.com/uk/reports/conversion-rate-optimization-report
© Mobile Training Academy 2013
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#10 Win board level support … mobile disrupts and transforms
© Smart Insights / Burner Mobile 2013
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Mobile resources
Site Content
www.mobilemarketingmagazine.comwww.iabuk.netwww.smartinsights.comwww.burnermobile.comThe Mobile PlaybookOur Mobile PlanetGoogle Mobile Ads Blogwww.flurry.comwww.comscore.com
News, case studies, awardsCase studies, white papersDigital strategy, analytics, blogBlog, market analysisGoogle guide – winning with mobileGoogle – Q&A on mobile consumersGoogle blog on mobile advertisingMetrics, appsMobile usage
7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)Summary at https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-insights.pdf
© Mobile Training Academy 2013
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Thank you for your time
For the deckText KNOWLEDGE and YOUR EMAIL to 88600
[email protected]: +44 7793 804419
@MTAMobile