mobile retail masterclass nyc slides
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10 rules for leveraging the mobile channel
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Who we are and what we do.
About Golden Gekko
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About Us
+400 apps in the past 12 months
Team of 130+ people across 5 countries
Cross platform specialists since 2005
+ + +
Your business is here… And
here…
Here
too…
And also
here.
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About Us
More than 200 brands and agencies have put their trust in us.
GAP
6
Portfolio
Technical architecture and development of mobile apps for launch in 2010
Mango MNG for iPad & iPhone
Look, Style, Shop.
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Portfolio
300.000+ iPhone downloads first three months
For Mango and in collaboration with Vasava.
Features
Updates on collection and new releases
Peek previews on new arrivals
Browse the Mango collections
Mix & Match - Dress up a doll or yourself
by taking a picture of you then drag & drop
clothes onto your body.
You can rotate and resize the clothes
Share your image via email
Add items to wish list to save favorites
Exclusive discounts and promotions
Add items to shopping basket and buy
Store locator
Social sharing on Facebook or via email
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O2 Priority Moments Priority Moments is a clever new mobile service just for O2 customers.
Portfolio
It brings you great nearby offers and
experiences exclusive to O2, with a
handful picked from the best already
in the market - from some of the UK‟s
most well-loved brands.
Launched in July 2011.
VW Passat Mobile Web
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Portfolio
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10 rules for leveraging the mobile channel
10 rules for leveraging the mobile channel 1. What do you want to achieve?
2. Get the whole picture
3. Be relevant
4. Be yourself
5. Pick the right platforms
6. Usability
7. Ubiquity
8. Uniquely Personal
9. Mocial
10. Don‟t hide the app
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1. What do you want to achieve?
Mobile app as part of a branding strategy to
help position the make
A tool to raise awareness of an upcoming
release or the launch of a new brand
Create a new sales channel to reach
customers and drive sales
Mobile app as an extension for an existing
service
Drive footfall to a brick and mortar store
Engage customers at the POS and enhance
the in-store shopping experience
Examples...
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2. Get the whole picture
Interlink between channels. Let channels “play” with each other, the more
interaction, the more engaged the customer
Cross-promote throughout all channels. Use NFC, QR Codes or links to connect mobile with
OOH Media, Print or TV and vice versa. Create and
benefit from synergies
Mobile isn‟t standalone
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3. Be relevant
Fit the audience
Provide a reason to download your app
Exclusive content
Discounts
An app needs to be maintained
Take advantage of updates
Follow the user‟s journey and detect potential touchpoints.
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4. Be yourself
Work from your values, your positioning
and your message
Create a logical connection between the
app and its functionalities.
Don‟t chase the latest buzz just to be cool
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5. Pick the right platforms
The audience will tell you everything you
need to know
Get the basics right (so yes to a mobile site)
Not everyone has an iPhone or an Android. Not even a smartphone.
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6. Usability
Mobile is not Online. It‟s not just another
digital screen
Smaller screen. Longer loading times
User journey needs to be well thought out
Transaction need to be simple, yet secure
Navigation through voice- recognition
should be taken into account
Make people love your mobile presence.
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7. Ubiquity
Take advantage of “anytime, anywhere”
The bridge between the individual and
everything around them, virtual or real
Create time pressure to boost mobile sales
Mobile goes everywhere
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8. Uniquely Personal
Never assume that the user wants to be
open with you
Users are willing to share information, but
on their terms
Ask permission. Always take the opt-in route
Reward them for joining in
Respect the user‟s choice
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9. Mocial
Most users are logged into Facebook
Create fast login/ sign up through social
networks
Enable and encourage sharing
Provide content that encourages sharing
Let your fans do the publicity
Mobile is inherently social
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10. Make your mobile services easy to find
If no one knows you have a mobile
presence, no one will download your app or
access your mobile web
Promote mobile through other channels
Make mobile part of „The Marketing Plan‟
Give incentives for downloading your app
and promote them
Mobile apps and websites don‟t market themselves
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FROM MULTI-
CHANNEL TO
OMNI
CHANNEL
June 23, 2011
2010: 6 Devices/ Person
Smartphone Tablet
Gaming Console
Blu-Ray
Desktop
Connected TV
1 Trillion Connected Devices by 2014
2000 2010
?
Year
147 Connected Devices per Person
Smartphone Tablet
Gaming Console
Desktop
Blu-Ray Connected TV
Mall Directory
Dressing Room
Blood pressure monitor
Car Radio
Car GPS
Store Kisok
Cash Register
POS Display
Bus Stop
Postal Trucks
Inventory Systems
Supply Chain
Subway Map
Alarm Clocks
Subway Map
Railway Schedule
Bus Stop
Radios
Toys
Cameras
Watches
Trains
eReaders
Dog Collars
Treadmill
Biometric Devices
Delivery Vehicle
Concert Turnstile
Toll Booth Running Shoes
Scale
Baby Monitor
Power Outlet
Product Sensor
Washing Machine Air Conditioner
Remote Control
Consumers Control the Context
Smartphone Tablet
Gaming Console
Desktop
Blu-Ray
Mall Directory
Dressing Room
Car GPS
Store Kisok
Cash Register
POS Display
Inventory Systems
Supply Chain
Product Scanners
Product Sensor
Remote Control
Consumers Control the Context
Smartphone Tablet
Mall Directory
Dressing Room Store Kisok
Cash Register
POS Display
Inventory Systems
Product Scanners
Consumers Control the Context
Smartphone Tablet
Mall Directory
Dressing Room Store Kisok
Cash Register
POS Display
Inventory Systems
Product Scanners
Smartphone Tablet
Running Shoes
eReader
Airline Entertainment
Bus Stop
Car Radio
Refrigerator
IT Team Project Plan and Release Schedule
Q1 Q2 Q3 Q4 2013+
iPad App
Affiliate #1 Integration Update
Kindle Store
Xbox Porting
Affiliate #3 Integration Update
Affiliate #2 Integration Update (Postponed)
The world wants your digital resources…
…but making the world happy can require long, costly
integration projects.
Mashery is a secure, flexible platform for granting access to
digital resources through an API.
• Affiliates & resellers
• Distributors
• Co-branded mobile
apps & products
• Mobile apps
• Web features
• Enterprise apps
• Long tail partner apps
• Proofs of concept
• New ideas
APIs in Action
Best Buy‟s Mashery API saves millions of dollars in
development and powers hundreds of affiliates
New web
features &
mobile apps
product info
commerce
store info
store inventory
reviews
timely offers
mobile upgrade
“The API save us over $1.5 million and many months when
deploying new features and partnerships.” Kumar Kandaswamy, Director, Best Buy
100s of affiliate
partners
APIs in Action
Expedia‟s Mashery API drives $1.5 billion in affiliate revenue
from 3,600+ strategic partners.
“Platforms are the new products.”
Benoit Jolin, VP Product Management, Expedia
travel inventory
bookings
photos
search
user reviews
20 languages
3,600+ affiliates
Mashery helped USA TODAY deploy #1 iPad, Kindle Fire news
apps and get on millions of devices with partners.
Mobile apps on millions
of devices
“Our Mashery-powered API is a platform for being wherever
customers want our content.” Erik Bursch, Director of Operations, Content Systems, USA TODAY
new articles
census data
photos
movie reviews
book lists
sports salaries
700+ distributors
Hackathons & app
contests
APIs for Channel Integration
At Comcast, it used to take 6 to 8 months to share resources
between internal groups. Now? 30 minutes.
TV programs
movies
subscriber info
channel info
listings
cable box info
3,600+ affiliates
“With Mashery, we can scale.” Agustin Schapira, Principal Architect, Comcast
New apps with
advanced viewing
features
CodeBig
integration platform
Mashery has successfully launched internal, partner (B2B),
and public APIs for over 150 enterprises.
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Channel 4
Parting Thoughts
Don’t think APIs. Think billions of dollars of money sloshing through obscure programming methods.
What's Fueling The API Gold Rush
-Dan Woods, Forbes
“ “
ACTIVATING THE “CONTEXT”
IN
CONTEXTUAL COMMERCE
An Overview from mBlox
for Retail Masterclass
Contextual Commerce
• Definition
– A monetization practice where the content
environment pre-qualifies the end-user as being
more likely to purchase a product or service
• Benefits
– Offers high density of prospects…low waste
– Can be much more efficient
– Offers consumer insight and a meaningful
foundation for brand engagement
Mobile‟s Role in Contextual Commerce
• Uniquely capable of realizing relevance with the consumer – Mobile device is the “lifestyle remote control”
– Capable of robust, brand-to-one connectivity
– Adds dimension to the “context” of message consumption
• Making mobile more “relevant” for the brand – Break through the clutter
– Access: 44% of all media consumed out-of-home • Creates a “proximity to the consumptive decision”
– Builds greater understanding of consumer behavior
Putting Mobile‟s Relevance in Motion
• Nearly 95% of sms messages are read – 70% in less than five minutes from receipt
– Achieves greater sales lift, sales velocity and campaign efficiencies
• Mobile coupons deliver superior redemption rates – Not uncommon to achieve 30-40% redemption
– 10-times direct mail or newspapers
– 3-times online coupons
• Contextual commerce conversion comparisons: – TV: .01% to .5%
– Web: .5% to 1.5%
– Mobile: 5% to 10%
Understanding the Challenges
• Key indicators show Mobile‟s Brand-to-One connectivity is NOT being taken advantage of… – Average life span for an app is between 5 and 28 days
– According to industry sources, 90% of all apps are opened only once
– The “engagement variable” of the % of downloaded apps that are “active” is somewhere between 5% and 10%
• When was the last time any brand was happy with being “relevant” to only 10% of the once-engaged customers?
• Can we set the bar any lower????
Mobile‟s Opportunity within Retail
• Capitalize on Mobile‟s unique ability of greater contextual intelligence – Mobile can target demographics, psychographics, and even
geographic proximity…
• Target and Refine – Can trigger by geo, by time…
– Can “wipe” whatever is pushed out…
– Control the channel of content delivery…limit taxation of data plan and battery charge…
• Deliver… – Meaningful, Sustainable, Monetizable Relationships
– Importance of strategy and analytics
• Realizing Near-Real-Time Relevance
Mobile and the Retail Vertical
• Be Relevant – Data/analytics key to maintaining a meaningful consumer
relationship
– “Value” is the ultimate currency in establishing consumer relevance
• Be a brand…Act like one… – Reinforce all brand properties…not just sales/deals
• Activate “Context – Not just who the target is…and what the message is…BUT where
they are, where they have been, and where likely to go…
– Deals and offers need to be relevant
– Use Lat/Long/ Radius…even Lat/Long/Radii…
• Push can be Powerful – Richest of content can be distributed through controlled wifi
channel
– Major “rich” events can be pre-loaded on the app for friction-less, ubiquitous viewing when launched by time/geo trigger…
• Make the Consumer feel Special
Critical to Remember
• Goal – Getting the consumer to transact is not the goal…
– The goal is getting the consumer to transact…AGAIN
• POS versus POC – Point of Sale is important, but do not get caught up in the
technology…it is the value that is critical
– POC is even more important…Point of Consumer…get them when they are near…
• The Road to Relevance – Lifestyle pertinence is the ultimate portal to connectivity
– Value can morph a connection into an engagement
– Offering Value with Frequency…and engagement can build to trust
• The Right Mobile Strategy Takes You There
mBlox: Powering Mobile Commerce
• Core business of mobile messaging and payments – Sits between the transacting brand and the consumer 5
billion times annually
• mCommerce innovation suite dedicated to next-generation engagement – Hyper-local behavioral intelligence offers “context on
steroids:”
• not just who you are and where you are…but where you
have been…
– Heightened handset functionality
• Rich content push, campaign targeting and management
Rio Launched 20th May 2011 on Android
and
October 1st 2011 on iPhone / iPad
The Brief
• Give Rio fans around the world access to exclusive content
• Deliver content to fans for free; control download of rich data through WIFI channels
• Build two-way communication between Rio & his fans
• Develop mobile as a retail channel
• Enable social engagement
• Create a marketing community
In-App stats – demonstrates
high social engagement • Average views per video clip is over 4
– Can be as high as 7-plus
• Most devices watching new video releases
• Average view length approaches 1:00
• Now over 100,000 downloads
• Active downloads near 50% of total universe
And we know each individual
response and can communicate on a
region, country, city, town or person
basis
Summary
• Retailers should consider not just the content…but the context…for maximum return – Relevant messaging commands greater engagement
– Heightened contextual intelligence offers best chance for ROI…with emphasis on the “Return”
• Lift in sales, redemption, average ticket price…
• Impact on sales window with velocity of mobile…
• Campaign refinement is an ongoing opportunity – Mobile events are measured in clicks and views with lat/long
attached…valuable data…
• The goal: Real-Time Relevance with your audience
Mobile strategies
Brand Strategies Revenue
Strategies
Retention Differentiation Experience
Accessibility
Greater usage
Expectations
Comp advantage
Immediacy
Better service
Monetisation Acquisition
Lower CPAs
Greater returns
Mcommerce
New rev streams
Once you’ve invested in
creating your mobile
properties and presence,
how do you maximize their
success?
Mobile activity process
Business and
Marketing
Objectives
How could Mobile
be used to help
achieve these
objectives?
What is the most
effective way of
delivering the
strategy?
What is the
mobile activity
achieving?
How can we
maximize
Mobile‟s
effectiveness?
The Role of
mobile
Mobile
development Mobile delivery
Mobile strategy
Campaign
evaluation
How can we best
engage with our
audience in
mobile?
Maximising Mobile Success
Mobilizing existing activities
ATL advertising
Fixedline search
Instore/promo material
Existing CRM
Email marketing
Fixedline Display/Behavioral
Sponsorships
TV Advertising
Website
Partnerships
VOD
Activate Mobile Marketing
Mobile Search
Display Advertising activity
SMS/MMS marketing
HTML5 mobile Activity
Mobile video/prerole
Appstore/marketplace presence
Mobile SEO
Carrier partnerships
Mobile email marketing
Key tools for maximising success
Tracking Creativity
Effective
Planning
and Buying
Effective tracking
Banner/
HTML Ad Unit
Tracking
Bannerclick
Network
Publishers
Coded
publishers
App downloads
Events
Section
searched
Actions taken
Location
Optimization
Banners
Networks
Time of day
Day of week
Publisher
Publisher groups
Virtual CPA
Behavioral groups
Usage
H/M/L Usgae
Activity Usage
Retargeting
Msite
Application
The Right Tracking
Publishers (CPM)
Networks (CPC)
Carriers
(CPC/CPM)
The advantages of YSDK
Fully
trackable
through to
conversions iOS and
Android
In app event
reporting Conversion
attribution of
web to app
and app to
web
Plan on
virtual cost
per
acquisition
Mobile Creative
Rich Media Advertising Effectiveness
Ad awareness
Increased By
25% For
expandable
banners
Smartphone
Users are 50%
more likely to
recall an
expandable
banner
Source: IAB UK
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Multi Banner HTML5
Expandable
Multi Banner HTML5
Expandable
Multi Banner HTML5
Expandable
Multi Banner HTML5 Expandable
Rich Media Capabilities
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ANIMATION
Fluid automation engine with
high performance sequencing
IMAGE GALLERY
Tactile galleries with
thumbnails & downloads
360 Degrees
Product Rotations &
Panoramas
FORM CAPTURE
Text, pull down, checkbox &
form validation for lead gen
SHAKE & TILT
Accelerometer control for
engaging experience / games
Post to wall on Facebook
SMART DAYPARTING
Creative or offer varies by
time of day
Post status update to Twitter
DRAG & DROP
UI for puzzles, builders and
more
SOUND BOARD
Tap to play sound immediately
COMPLEX ANIMATIONS
Slide, fade, object paths and
more
Mapping
Link through to Google maps
with option for branded pins
What can Yodelmobile provide?
Ads run Across iOS & Android devices (
others to come Q2 2012 )
All Ads we create can be served through
all major mobile ad networks and 100+
premium publishers
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The most cutting edge HTML5 Ad Creation
service
Build Once, Run Everywhere
Creative Banner delivery - HTC
Planning Mobile activity
Branding Works on Mobile
Average Brand Lift of Mobile Display Campaigns
+44%
+13%
+24% +16%
+76% +58%
1) Sample includes hundreds of mobile display campaigns Source: Goole: Insight Express Online & Mobile Norms, Nov‟07 to Dec‟09
Mobile Drives Response
Separating out mobile campaigns from desktop drives
significant performance gains
Source: Google internal data, 85
Conversions Click Through Rate
+43% +80%
Cost Per Acquisition
-15%
The P&B Rule book
1. Make sure your activity is trackable
2. Use the right solutions for the objectives
ie clicks, impressions, video, data capture,
click to call etc
3. Mobile is not just search, its also
Networks, Publishers and carriers
4. Test, learn and implement
5. Mobile advertising doesn‟t have to be
simply banners
6. Buy effective prices not the cheapest
