the transformation to mobile - mobile strategy
TRANSCRIPT
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The Transformation to Mobile Mobile & IT Conference, Tallinn, April 18th, 2017
by Brian Egerup Kjærulff CEO & CO-founder, Mobtimizers
linkedin.com/in/brianegerup
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A New Approach to Mobile
Idea: Mobtimizers
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Mobile Strategist, Marketeer and Optimization Consultant
20 years of digital marketing experience
7 years experience with the mobile sphere
Mobile, Analytics and App Store Optimization Expert.
Co-Founded Mobtimizers - a Strategic Mobile Consultant Agency
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Paradigm Shift
Idea: Mobtimizers
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Mobile Moments
150-200 daily micro moments
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Mobile Everywhere
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Mobile Moments - 5 Hours Per Day
U.S. Consumers Time-Spent on Mobile Crosses 5 Hours a Day
Source: http://flurrymobile.tumblr.com/ March 27, 2017
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Future for Mobile
of media consumption will be mobile by 2019
Source: Widespace
70%
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Source: ComScore Media Metrix, 2013-2016 growth
2016
2015
2014
2013
Digital media time spent (Minutes, Billions)0 400 800 1200 1600
Mobile Apps (111% increase)Desktop (3% increase)Mobile Web (62% increase)
How Important Is Mobile?Mobile Usage Surpasses Desktop Usage - Apps Grow Fastest
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App Growth In Time Spent Cross Industries
Source: AppAnnie: Percentage Growth in Total Time Spent, 2016 vs. 2015
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30 Day Retention Rate Averages By Industry
Source: https://www.adjust.com/overview/analytics/2016/11/18/what-makes-a-good-retention-rate/
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Blank Canvas - Why Invest In Mobile
Why invest in mobile, when conversions rates are underperforming?
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Source: Monetate Q4 2016
Why Invest In Mobile When Conversion Rates Are Low?
Traditional
Smartphone
Tablet0 1,25 2,5 3,75 5
3,74
1,35
4,21
Q4 2015 Q4 2016
Traditional
Smartphone
Tablet
0 1,25 2,5 3,75 5
3,56
1,55
4,14
Conversion Rates By Device (Global)
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Source: Monetate Q4 2016
Why Invest In Mobile When Conversion Rates Are Low?
Overall E-commerce
Spend
Average E-Commerce
Order Size
Mobile Conversion
Rates
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Source: Source: Nielsen. May 2016.
Why Invest In Mobile When Conversion Rates Are Low?
• 73% use their mobile device to research an item before buying it • 70% check the price of an item • 60% find a nearby store • 36% make a purchase (online or offline)
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Paradigm Shift
Source: The Mobile Mind Shift by Josh Bernoff, Julie Ask, and Ted Schadler
“Your customer is experiencing a mobile mind shift: the expectation that she can get what she wants in her immediate context and moments of need. As a result, mobile is central to customer experience (CX).”
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Blank Canvas
Idea: Mobtimizers
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Blank Canvas - Optimal Mobile Budget Allocation
What is the optimal budget allocation for mobile?
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Mobile Advertising - Estimated ROI Index by Medium (January-February)
Source: SMOX - research by MMA (Mobile Marketing Association)
50
100
150
200
TV Overall OOH (Includes Cinema) Digital Video Mobile
199
61
21
118
Advertising ROI indexed to Total Campaign ROI
Overall index: 100
Sales Contribution due to Mobile
of sales
of budgets4%
8%
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Only 5% of marketing budget is used on mobile
Source: SMOX - research by MMA (Mobile Marketing Association)
Blank Canvas - Optimal Mobile Budget Allocation
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Blank Canvas - Optimal Mobile Budget Allocation
Source: SMOX - research by MMA (Mobile Marketing Association) Calculations are based on total marketing spend, not digital alone.
The optimal spend for mobile is between 8-16%
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Blank Canvas - Optimal Mobile Budget Allocation With Optimized Creative, Format, Location, Time of day
Source: SMOX - research by MMA (Mobile Marketing Association)
The optimal spend for mobile is between 20-30%
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Paradigm Shift
Source: The Mobile Mind Shift by Josh Bernoff, Julie Ask, and Ted Schadler
“Your customer is experiencing a mobile mind shift: the expectation that she can get what she wants in her immediate context and moments of need. As a result, mobile is central to customer experience (CX).”
Para
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Individual Experiece
Idea: Mobtimizers
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Mobile Moments is The Window of Opportunity
Source:Think With Google
I-want-to-know moments
I-want-to-go moments
I-want-to-do moments
I-want-to-buy moments
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…a successful mobile experience delivers
personalized communication relevant to the right user
at the right time…
The Mobile Mind Shift
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Pairing Individual With Data
DATA
INDIVIDUAL
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“To succeed… you must understand their journey and identify their needs and context at each potential moment…”
Source: The Mobile Mindshift - Forrester Research
A Mobile Moment - Songkick
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A Mobile Moment - Songkick
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A Mobile Moment - Songkick
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Personalization
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Source: Think with Google https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
0
10
20
30
40
50
60
70
US United Kingdom Netherlands Denmark Germany
Mobile browserMobile app
App / Mobile Web or BothHow Do Consumers Research Retail Products on Mobile?
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Most App Installs Motivated by Specific Need
Source:Tune Blog
Friends Recommendation
Ad Looked Interesting
App Featured by Apple or Google
Found in Google Results
Had a Specific Task
Was a Customer
Other
0 % 10 % 20 % 30 % 40 % 50 %
(2,6 %)
(10,8 %)
(37,3 %)
(13,5 %)
(13 %)
(20,2 %)
(31 %)
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Thought Experiment
Design for Mobile Only
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Some Unique Mobile Features
• Voice-activated virtual assistant • Camera (still and video) • GPS and location based services • Mobile tag readers (Barcodes and QR) • Gyroscope
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Contextual, Personal and Timely
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A New Approach
Idea: Mobtimizers
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The Mobile Challenges For Organizations
End-to-end mobile experience not defined
KPI’s and business value is unclear
Data quality is low, data gaps and siloed data
Understanding and connecting with consumers
Limited organizational and management buy-in
KPI’s
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Which of These Challenges are Pervasive Within Your Organization
]
End-to-end mobile experience not defined
Data quality is low, data gaps and soloed data
Limited organizational and management buy-in
KPI’s and business value is unclear
Understanding and connecting with consumers
0 % 17,5 % 35 % 52,5 % 70 %
25 %
30 %
39 %
47 %
70 %
Source: Mobtimizers Survey on Adobe Webinar
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Determine ROI and ensure constant optimization. A comprehensive KPI framework.OBJECTIVE SOLUTION
C-Level Insights
• % of members using app frequently
• ——-
• ——-
• ——-
• Active/inactive app users
• ——-
• ——-
• ——-
• ——-
User Insights
0%
0,5%
1%
1,5%
2%
Solving the challenge: KPI’s and business value is unclear
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Solving the challenge: Data Quality is Low, Data gaps and Siloed data
C-Level Insights
• % of member that uses the app frequently
• —————
• —————
• —————
• Active/inactive app users
• —————
• —————
• —————
• —————
• Opted-in (%)
• —————
• —————
• —————
• —————
• Cost pr. install
• —————
• —————
• —————
• —————
User Insights Operational insights Marketing Insights
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To create awareness about the current performance of the app portfolio - important KPI’s as usage and retention rates.
Visualizing the performance on KPI’s by benchmarking the app portefolio
OBJECTIVE SOLUTION
Solving the Challenge: Limited Organizational and Management buy-in
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Benchmarking App Portofolio (Relative Visualization)
Active Users (30 days)
Active Users (7 days)
Total Installs
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Business Case Building Opportunity Loss (Benchmarking Ecommerce Conversion)
0%
0,5%
1%
1,5%
2%
Smartphone Global Conversion Rates Mobile Conversion Rate
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Average Conversion Rate: 0.33%
Global Conversion Rate Average: 1.22%
(27% af benchmark)
Data from 2015 EQ3 Monetate Ecommerce Quarterly Report
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Solving the challenge: Understanding and Connecting with Consumers
Personal communication with users of the app, increase usage and reduce churn rate of apps.
A channel for personalized, relevant, contextual and timely communication.
OBJECTIVE SOLUTION
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Personalized Feed and Offers based on Individuals
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Effect Measurement: Personal Push vs Generic Push
0
100
200
300
400
Generic message Personal message
333,63
260,39
Increased Sessions per 1,000 Push Messages
~25% better performance
Source: Data Analysis of Push Effect
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Platform Overview
Rich Intelligence
Action
Solving the challenge: Understanding and Connecting with Consumers
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New Possibilities In The Worlds Of Push
Rich Push
Emojies Intelligent Delivery Geolocation (Foursquare)
Web Push
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Source: Google Play Experiments.
10%
13% 3%
6%
Source: Google Play Experiments.
Solving the challenge: Understanding and Connecting with Consumers
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Optimize Conversion with Visuals, ScreenshotsAnalysis & Optimization
1st iteration 2nd iteration
+45%
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Analysis & Optimization Optimize Conversion with Visual, VideoAnalysis & Optimization
+13%
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Continuous Experiments - Accumulated Conversion Improvement
Source: Google Play Experiments
0 %
10 %
20 %
30 %
40 %
Accumulated improvement in App Store conversion
4,8 %1,5 %5 %
12 %
13 %
3 %Experiment 1: best practices screenshots
Experiment 2: App Trailer Video
Experiment 3: Changed first value proposition
Experiment 4, 5, & 6: New order in value propositions
+39.3%
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The Mobile Challenges For Organizations
End-to-end mobile experience not defined
KPI’s and business value is unclear
Data quality is low, data gaps and siloed data
Understanding and connecting with consumers
Limited organizational and management buy-in
KPI’s
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Mobile Moments
150-200 daily micro moments
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Mobile Moments is The Window of Opportunity
Source:Think With Google
I-want-to-know moments
I-want-to-go moments
I-want-to-do moments
I-want-to-buy moments
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Q&A & Get in Touch
linkedin.com/in/brianegerupmobtimizers.com
• Strategy
• Visibility
• Engagement
• Insights