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Mobile marketing strategies

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A new presentation delivered as a keynote at Mobile Marketing Strategies conference. London, November 2012.

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Mobile marketing strategies

  1. 1. Integrating mobile into multichannel strategy Dr Dave Chaffey SmartInsights.com Digital marketing strategy advice 1
  2. 2. The amazingly rapid growth in mobile use – an example Source: Craig Sullivan (Belron/Autoglass) 2
  3. 3. Autoglass mobile optimised site – Mobile Value Proposition (MVP) www.autoglass.co.uk http://m.autoglass.co.uk 3
  4. 4. Betfair’s Mobile Value Proposition (MVP) Betfair‟s mobile app generated £1 billion of bets in the last financial year. 168,000 used it‟s app, a 122 https://touch.betfair.com percent increase. For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet. 4
  5. 5. Agenda 5
  6. 6. About Dave Chaffey www.smartinsights.com www.theidm.com www.clickthrough- marketing.com www.smartinsights.com/mobile-marketing/ Mobile Marketing Strategy Guide by Rob Thurner 6
  7. 7. Where are you on your mobile marketing journey? 7
  8. 8.  PLAN 8
  9. 9. Mobile brand Mobile brand discovery experiences Mobile search Desktop site (natural and paid) (Responsive design?) Mobile publisher Mobile optimised site display ads and (scraped) comparison sites Mobile social Mobile optimised Multichannel networks site (personalised) Company Consumer Physical Email on mobile Location and coupon- store devices enabled presence mobile site Mobile app Push notifications on mobile OS Offline prompts from Mobile payment ads: QR/action codes options 9
  10. 10. A balanced mobile strategy? Effectiveness: Efficiency: “Doing the right thing” “Doing the thing right” • Plan and Strategy • Mobile optimised site vs App • Reach - targeting • Responsive design • Act – activation and • Payment option proposition • QR codes. NFC. • Conversion – Sales • Analytics and conversion rate • Engage – Long-term optimisation (CRO) Integrated : Multichannel “Siloed” 10
  11. 11. Running case study: Debenham’s strategic pillars Consistent Device Agile developmen Multichannel brand Specific t journey experience functionality Source: With thanks to Sarah Bailie, 11 Mobile commerce manager at Debenhams
  12. 12. Success factors for today’s marketing according to Google 12
  13. 13. Making the business case 13
  14. 14. Consumer digital platform demand at Debenhams Total Hourly Demand by Device 14.00% 12.00% 10.00% 8.00% Dotcom 6.00% iPad Mobile 4.00% 2.00% 0.00% Source: With thanks to Sarah Bailie, 14 Mobile commerce manager at Debenhams
  15. 15. $ 6 billion UK Source: Forrester 15 6.8% mobile phone (exc Tablet) of all Ecommerce sales
  16. 16. Understanding multichannel journeys Smart Insights: ROPO summary of Google case 16
  17. 17. 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 17
  18. 18. Mobile is influencing store sales 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 Research Browse vs. purchase Purchase channels channel channel 40 120% Mobile 100% % researche 80% rs who go 60% Browse on to 40% 35 Purchase make a 20% purchase % 0% Store Website msite Apps 88% Debenhams customers use mobile to 20 browse vs. 12% purchase % Source: With thanks to Sarah Bailie, 18 Mobile commerce manager at Debenhams
  19. 19. Access to mobile in stores (these are market stats, not Debenhams) Debenhams app: i. Price checking ii. Size availability iii. Order straight from their phone iv. Customer reviews v. Beauty Club: Collect points & redeem rewards via mobile vi. 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, 19 Mobile commerce manager at Debenhams
  20. 20. Barcode scanner driving mobile interactions in store Source: With thanks to Sarah Bailie, 20 Mobile commerce manager at Debenhams
  21. 21.  REACH 21
  22. 22. Mobile search marketing – using the Keyword Tool to find potential 22
  23. 23. Mobile Adwords 23
  24. 24. Mobile advertising  Mobile ads (Google AdWords and Display) can offer:  Incremental reach  Increased frequency  Lower CPCs (for now) 24
  25. 25. Activating mobile through Action (QR) codes 25
  26. 26. Magazine NFC codes http://www.youtube.com/watch?v=eDbDeohJfW4 26
  27. 27.  ACT 27
  28. 28. Creating the right mobile experiences 28
  29. 29. Mobile design – spot the difference 29
  30. 30. Mobile design – the future is personalisation 30
  31. 31. Coke’s new responsive design 31
  32. 32. Retail responsive design 32
  33. 33. Retail responsive 2 Search > Browse > Buy 33
  34. 34. Mobile site vs mobile App or… Which Mobile Value Proposition (MVP)? 34
  35. 35. The future? http://www.youtube.com/watch?v=yEXEonTlfT0 http://www.youtube.com/watch?v=yEXEonTlfT 0 35
  36. 36.  CONVERT  CRO 36
  37. 37. Mobile sales growth at Dominos 37
  38. 38. 38
  39. 39. Mobile CRO See Craig Sullivan for more details: www.slideshare.net/sullivac 39
  40. 40. Reviewing complex journeys 40
  41. 41.  ENGAGE 41
  42. 42. Reviewing satisfaction levels by channel / platform Source: With thanks to Sarah Bailie, 42 Mobile commerce manager at Debenhams
  43. 43. 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 43 existing customers.
  44. 44. Taking advantage of mobile loyalty O2 Priority moments : 250,000 business qualify to use service Customers have saved £23 million through 4,400 offers 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. 44
  45. 45. Delivery timeline Source: With thanks to Sarah Bailie, 45 Mobile commerce manager at Debenhams
  46. 46. Future innovation In store stock availability Mobile Payment Tablet site 10% off code Audio watermarking TV app Source: With thanks to Sarah Bailie, 46 Mobile commerce manager at Debenhams
  47. 47. Let’s Connect! Questions & discussion welcome  Blog uk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsi www.facebook.com/davechaffey ghts  Email Newsletter www.smartinsights.com www.twitter.com/DaveChaffey 47

Editor's Notes

  • Based on common mistakes I see and opportunities for more sophisticated. Showing examples of good practice.Start at centre with some of the mistakes, look at social and head offline. Checklist to review your practice.
  • Growth in Worldwide mobile traffic% of all unique visitors
  • Ben Carter
  • For the keyword “London” mobile here is around 16% of searches, but for “restaurants” it’s around 30%.
  • http://www.google.co.uk/ads/mobile/success-stories.html
  • http://www.smartinsights.com/mobile-marketing/mobile-commerce/how-to-use-mobile-marketing-to-improve-your-sales/
  • http://www.smartinsights.com/mobile-marketing/app-marketing/82-of-mobile-media-time-is-via-apps/http://www.smartinsights.com/mobile-marketing/app-marketing/app-download-statistics/
  • http://www.slideshare.net/sullivac/mobile-presentation-sydney-online-retailer-26-sep-2011
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