Kerri Smith: Marketing in a multi-screen world

MARKETING IN A
MULTI-SCREEN
WORLD

Copyright © 2013, iProspect, Inc. All rights reserved.

3 BIG QUESTIONS

1. Who should « own » the mobile
objectives?

2. What experience do I need to reach my
customer?
3. How do I recognize success?


2

A MULTI-SCREEN GENERATION


3

THE MARKETING PROCESS IS EVOLVING

THEN

NOW


MULTI-SCREEN EXPERIENCES
Content Grazing

Quantum Journeys

Using two or more

Start an activity on one

screens simultaneously to view

screen and continue it on another.

unrelated content.
Example: Watching TV while reading
email on a PC.

Spider Webbing

82%

Viewing the same content on two or more
devices at the same time.
Example: Watching a cooking show on TV,
while looking up the recipe on a tablet.


Example: Look up vacation deals on your work
computer and then book on your tablet.

Social Webbing
Sharing and connecting,

information across screens.
Example: Watching the Academy Awards and
use your mobile phone provide status updates
on Facebook.

CONSUMERS DON’T SEE “SCREENS”

65%

10%
16%


6

REDEFINING DIRECT RESPONSE


7

RESPONSES IN MOBILE

45% of mobile searches now have local intent1
Over 50B apps have been downloaded to date2

83% of smartphone owners say price comparison is a very
important use of their in-aisle shopping3

20% of females take pictures of products and share with
friends/family members4

42% of Millennials prefer social networks as means to share
positive experience with a brand5


YOU ALREADY HAVE THE TOOLS TO START MEASURING!
Ad Extensions in Search

Multiple Action Points in
Display

TIP: Evaluate click share to gain deeper insight to behaviors on mobile devices and
if you’re meeting consumer needs.


9

NO ONE SIZE FITS ALL SOLUTION


10

IDENTIFYING YOUR BRAND’S METRICS

Understanding
Your Brand
Insights Driven by
Consumers

Making Sense of
Mobile

11

CUSTOMIZE APPROACH BY NEED & RESOURCES
Applying traditional, 1:1 measurement to a mobile campaign can lead
to incomplete, inaccurate, or misleading data. Campaign goals
need to be defined within the context of the mobile channel,
considering consumer preferences and behaviors.
•
Party Research
• Cross-Departmental Data
• In-Store Performance Data
3rd

– By Brand
– Regional
– Market by Market

Metrics to Consider
• Click share
–

•
•
•

Store locator clicks
Overall revenue lift in targeted geos
In-store traffic patterns
–
–

•

MoM, YoY
Weak days vs. strong

In-store conversion metrics
–
–


Location extensions, clicks to call, app
downloads

Conv% Rate
AOV

WHAT’S THE VALUE?


13

CASE STUDY: THE VALUE OF A PHONE CALL
Goal: Evaluate the effectiveness of click-to-call in mobile search using client
data to help quantify ROAS where 1:1 measurement is difficult.

X minute call duration = an interested consumer
Agents convert Y% of interested consumers
Interested Consumers * Y% = # of conversions

6
Minutes

30%
Conv% Rate
14

CASE STUDY: MOBILE APP EXTENSIONS
Goal: Direct mobile users to the App download page for increased conversions

vs

92
Downloads

ROAS
↑ 334%

89:1
ROAS

CASE STUDY: MODEL FOR OFFLINE CONVERSIONS
Goal: Understand the value of mobile in driving incremental in-store conversions.

Evaluate online
& offline conv%

683% incremental
lift in ROAS
16

“WE HAVE TO THINK ABOUT HOW THE LIVES OF OUR END
USERS ARE CHANGING, WHETHER THAT END USER IS A
CONSUMER, A PATIENT, A DOCTOR OR ANYONE ELSE.
AND TO REMAIN RELEVANT WE NEED TO BE PART OF
THEIR NEW ECOSYSTEM.”
- Kim Kadlec
“Winning the Zero Moment of Truth”


17

PREPARE FOR THE ERA OF MOBILITY


TIPS TO GET AHEAD IN MOBILE
Communication is Key
– Integrated strategy & evaluation of success
– Facilitate testing & sharing of learns

Get to Know Your Audience
– Brand effectiveness/persona studies
– Test outside of your comfort zone

Test Everything
– Fail early, fail fast
– Define a test budget
– Understand new technologies and implications

Digital Performance on a Global Scale.


HOW CAN WE HELP YOU DO MORE?


APP V. MOBILE SITE


22

WHEN TO USE WHAT
Use an App if…

Use a Mobile Site if…

• You require ongoing interactivity

• You want to provide instant access

• Your target users will be interacting
in a personalized fashion (login, etc)

• You want to be easily found (via
search & directories)

• You are displaying data and need
to manipulate with complex
calculations, charts, etc
(banking/investments)

• You require wide range
compatibility across multiple devices

• You want to engage the user’s
native phone functions (camera, etc)

• You make frequent updates to
content
• You’re looking for fast and more
cost efficient deployment

• You need to provide offline access


23

IF YOU BUILD AN APP, AVOID COMMON PITFALLS
• Don’t forget SEO!

• Make sure your app provides utility and update content frequently. Give
users a reason to keep coming back!
• Talk to your users! If they’ve given you permission to send push
notifications, they’re expecting to hear from you. Beware of
overwhelming them and only send messages of value, but do not ignore
them.
• Take advantage of the personal connection. Mobile phones are very
personal to us and provide opportunity for a more intimate connection
with your brand. Take advantage of that and evolve your communication
to reflect a user’s personal preferences to better meet their needs.
• Know what the privacy implications are for your vertical and how to
safeguard against them.


24

MOBILE WEB DESIGN CONSIDERATIONS


25

CHOOSING THE BEST APPROACH FOR YOUR BRAND

Sub-Folder

Sub-Domain

RWD

http://example.com/mobile

http://m.example.com

http://example.com

SEO-Friendliness
Cost & Resources
Requirements
User Experience
Maintenance
Long-Term Relevance


26

ADDITIONAL CONSIDERATIONS FOR RESPONSIVE DESIGN
Pros
• Enables management of one URL
• Shared link equity
• Content parity ensures the user
can get to the information they want
regardless of device
• Improves long term relevance as
devices continue to evolve
• A single URL makes it easier for
users to interact and share content


Cons
• Removes opportunity to capture
max SERP real estate

• Requires overhaul of all properties
• Development is costly
• Risk of negatively impacting the
user experience from smaller devices
• Page loading times are typically
longer due to increased server calls

27

Smartphones v. Tablets
Smartphones

Tablet

• Users say “they wont leave home
without it”

• Users say their tablet is an
“entertainment device”

• Prefer mobile specific landing pages

• Prefer an experience similar to PCs

• More likely to be “bargain hunters,
brand loyalists and multi-taskers”

• More likely to “pay for more high
quality products”

• 30% of users spend $20 or more on
their phone per month

• 46% of users spend $20 or more on
their tablet per month

• Shopping experience is centered
around seeking advice and shopping
logistics

• Foundation for media consumption
and purchase for nearly 1/3 of users

Influencing Experiences
Across Devices

64%
In a Store

Of mobile searches
have a location
specific intent

49%

On the Go

47%

44%

At Work

In the Home

Geo-Targeting
Anticipate the Need
• What is the next step for the
customer?
• What information do they need to
move forward?

17%

17%

Use location analyses to inform future
campaigns
• How should you strategy change
across markets?
• Where are areas of major disruption
that call for additional media
support?

7%

Primary Obstacles for Personalizing
Tracking

Experience

Privacy

Personalize the Campaign
Give Consumers a Choice for How They Interact
With Your Brand:

Target Copy to the Need Indicated by the Device
Branding
Incentivized
Loyalty/Retention

Personalize The Experience

Create an opportunity to learn
from your customer and
personalize their content.

Let them
advocate for you!

LET’S CLARIFY
Definition of Mobile Retargeting
• A form of mobile targeted advertising delivered to consumers
based on previous mobile Internet or app actions that did not result
in a conversion.


38

HOW IS RETARGETING POSSIBLE?
Considerations:
• Mobile retargeting will most likely be enabled by the same
mechanism which will allow us to track post-view conversions.
• The technology needed to support such tracking and retargeting
currently exists today, though the methodology used to achieve
such a thing is either too subjective, limited in scale, or presents
serious privacy implications.


39

METHODOLOGIES
Method

Objective?

Scalable?

PII Compliant?

Fingerprinting
•Combination of factors to create an
assumed user profile (device
make/model, IP, browsing patterns,
etc).

Web Based Cookies
• Only compatible with certain
devices (Android predominantly).

Dual Logins
• User provided match key to target
across devices (email, site login).

Device IDs
• UDIDs, IMEI/Android ID, etc. Many
partners will encrypt, or hash in
efforts to protect PII though this may
lead to inaccurate matching or still
risk potential exposure of PII.


40

The Couponing Dilemma
Pros:
– Drive traffic to store
– Potentially track online to offline
metrics
– Respond to customer desires

Con:

LUXURY RETAILER SMARTPHONE & TABLET DISPLAY
Goal: To drive profitable revenue in the mobile space
Method:
• Targeted a female, high HHI income consumer via a custom whitelist of fashion & style sites
• Bought media on a CPC to better control spend and ROI efficiency

Results:
• Campaign successfully returned a positive ROI on both tablet & smartphones, converting at an
average 0.30% throughout the campaign with a total ROAS of $5.02
• Smartphone: Conversion Rate: 0.33%; ROAS: $7.56
• Tablet: Conversion Rate: 0.24%; ROAS: $2.98
• Additionally, the campaign drove 119k clicks to site at a strong CTR of 0.90%
Interesting Find:
• As smartphone clicks were less expensive, the ROI was actually higher than on tablet

Takeaway

Mobile display CAN produce positive ROI and is a great
opportunity to scale a new audience.

Kerri Smith: Marketing in a multi-screen world

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Kerri Smith: Marketing in a multi-screen world