mobile marketing strategies
Post on 21-Oct-2014
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A new presentation delivered as a keynote at Mobile Marketing Strategies conference. London, November 2012.TRANSCRIPT
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Integrating mobileinto multichannelstrategy
Dr Dave ChaffeySmartInsights.comDigital marketing strategy advice
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Source: Craig Sullivan (Belron/Autoglass)
The amazingly rapid growth in mobile use – an example
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Autoglass mobile optimised site – Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk
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Betfair’s Mobile Value Proposition (MVP)
https://touch.betfair.com Betfair’s mobile app generated £1 billion of bets in the last financial year. 168,000 used it’s app, a 122 percent increase.For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet.
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Agenda
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About Dave Chaffeywww.theidm.com
www.clickthrough-marketing.com
www.smartinsights.com/mobile-marketing/Mobile Marketing Strategy Guide by Rob Thurner
www.smartinsights.com
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Where are you onyour mobile marketing journey?
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PLAN
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Consumer
MultichannelCompany
Physicalstore
presence
Mobile optimised site (scraped)
Desktop site(Responsive design?)
Mobile appon mobile OS
Mobile publisherdisplay ads and
comparison sites
Mobile search(natural and paid)
Mobile social networks
Email on mobiledevices
Push notifications
Mobile optimisedsite (personalised)
Location and coupon-enabled
mobile site
Mobile branddiscovery
Mobile brandexperiences
Mobile paymentoptions
Offline prompts from ads: QR/action codes
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Effectiveness:
“Doing the right thing”
• Plan and Strategy• Reach - targeting• Act – activation and
proposition• Conversion – Sales• Engage – Long-term
Integrated : Multichannel
Efficiency:
“Doing the thing right”
• Mobile optimised site vs App• Responsive design• Payment option• QR codes. NFC. • Analytics and conversion rate
optimisation (CRO)
“Siloed”
A balanced mobile strategy?
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Running case study:Debenham’s strategic pillars
Consistentbrand
experience
DeviceSpecific
functionality
Multichannel
journey
Agiledevelopme
nt
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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Success factors for today’s marketing according to Google
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Making the business case
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Consumer digital platform demand at Debenhams
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0.00%
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12.00%
14.00%
Total Hourly Demand by Device
DotcomiPadMobile
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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15Source: Forrester
6.8% mobile phone (exc Tablet) of all Ecommerce sales
$ 6 billionUK
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Understanding multichannel journeys
Smart Insights: ROPO summary of Google case
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Some rules of thumb for your business case
A mobile-optimised site will convert at around half the rate of a desktop site, however...
A non mobile-optimised site will convert at around half the rate of the mobile-optimised site
Of people who research on their mobile device, 39% go onto to purchase on their desktop device and 24% go onto purchase in store
Around 30% of consumers use their mobile in store to inform purchases through in-store wifi or scanning barcodes
Overall mobile optimised will give a 2% increment in sales from creating a mobile optimised site
Source: Source: Damon Mannion, Venda
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88% Debenhams customers use mobile to browse vs. 12% purchase
Store Website msite Apps0%20%40%60%80%
100%120%
Browse vs. purchase channels
BrowsePurchase
Deloitte (2012):•Smartphone influence on department store store sales is due to grow from 6.7% in 2012, to 24-27% by 2016•For every $1 spent on mobile, mobile is influencing $13 in store sales
Mobile researchers who go on to make a
purchase
20%
35%
40%
Research Purchasechannel channel
Mobile is influencing store sales
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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Access to mobile in stores (these are market stats, not Debenhams)
Debenhams app:i. Price checkingii. Size availabilityiii. Order straight from their phoneiv. Customer reviewsv. Beauty Club: Collect points & redeem
rewards via mobilevi. Push notifications – driving footfall in
store & awareness of promotions
•Shoppers who use a retailer’s dedicated app are 21% more likely to make a purchase than those who don’t•Customers who read reviews are 2x more likely to convert
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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Barcode scanner driving mobile interactions in store
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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REACH
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Mobile search marketing – using the Keyword Tool to find potential
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Mobile Adwords
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Mobile advertising
Mobile ads (Google AdWords and Display) can offer: Incremental reach Increased frequency Lower CPCs (for now)
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Activating mobile through Action (QR) codes
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Magazine NFC codes
http://www.youtube.com/watch?v=eDbDeohJfW4
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ACT
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Creating the right mobile experiences
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Mobile design – spot the difference
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Mobile design – the future is personalisation
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Coke’s new responsive design
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Retail responsive design
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Retail responsive 2
Search > Browse > Buy
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Mobile site vs mobile App or… Which Mobile Value Proposition (MVP)?
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The future?
http://www.youtube.com/watch?v=yEXEonTlfT0
http://www.youtube.com/watch?v=yEXEonTlfT0
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CONVERT CRO
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Mobile sales growth at Dominos
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Mobile CRO
See Craig Sullivan for more details:www.slideshare.net/sullivac
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Reviewing complex journeys
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ENGAGE
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Reviewing satisfaction levels by channel / platform
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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Mobile CRM: targeted messaging and voucher codes M&S developed a fully integrated multi-channel strategy to building its mobile database, which now exceeds 1 million customers.
Mailshots carried unique codes which respondents were invited to text in to a dedicated M&S shortcode in order to win loyalty points.
In the process, M&S harvested ‘opted-in’ mobile numbers matched to existing customer records. The same logic applied to email addresses to append mobile numbers for existing customers.
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Taking advantage of mobile loyalty
O2 Wallet •Money message - you can send a sum of up to £500 to other 02 Wallet users such as friends and family.•Shopping - this offers a direct of products from over 100 UK partner retailers. It also enables users to scan barcodes while in-store to look for better prices online. Payment and delivery details are entered automatically.•Special offers - discounts are available from the partner retailers•O2 Money account - users of the O2 account are automatically registered with an O2 money account, effectively a bank account•O2 Money account card - this is a physical card that O2 wallet users including children which can be used to load money and act as a standard contactless prepaid payment card.
O2 Priority moments : 250,000 business qualify to use service
Customers have saved £23 million through 4,400 offers
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Delivery timeline
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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In store stock availability
Tablet site
10%
off code
TV app
Mobile Payment
Audio watermarking
Future innovation
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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Let’s Connect! Questions & discussion welcome
Blogwww.smartinsights.com/blog
Feedswww.feedburner.com/smartinsights
Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey