3. 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
4. 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
5. 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%
6. 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????
7. Mobile‟s Opportunity within Finance
• Capitalize on Mobile‟s unique ability of greater
contextual intelligence
– Mobile can target demographics, psychographics,
and even geographic proximity…
• Compensate for traditional media shortfalls/limits
• Deliver…
– Meaningful, Sustainable, Monetizable Relationships
– Importance of strategy and analytics
• Realizing Near-Real-Time Relevance
8. Mobile and the Financial 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 convenience
• 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…
• Apps can have more value than receipts/balances/alerts…
– Deals and offers from “qualified” commercial accounts
– “Seal of Approval” mobile payments mechanism for seamless,
secure transactions…
– Fraud protection…security platform
– Rich content addressing broader brand properties…
9. Critical to Remember
• Goal
– Getting the consumer to transact is not the goal…
– The goal is getting the consumer to transact…AGAIN
• 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
10. 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
11. Rio Launched 20th May 2011 on Android
and
October 1st 2011 on iPhone / iPad
12. 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
13. 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
14. Summary
• Marketers 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”
• Campaign refinement is an ongoing
opportunity
– The goal: Real-Time Relevance with your audience
18. Mobile strategies
Revenue
Brand Strategies
Strategies
Retention Differentiation Experience Acquisition Monetisation
Accessibility Expectations Immediacy Lower CPAs Mcommerce
Greater usage Comp advantage Better service Greater returns New rev streams
19. Once you’ve invested in
creating your mobile
properties and presence,
how do you maximize their
success?
20. Mobile activity process
How could Mobile How can we best
Business and
be used to help engage with our
Marketing
achieve these audience in
Objectives
objectives? mobile?
The Role of
Mobile strategy
mobile
What is the most
What is the How can we
effective way of
mobile activity maximize
delivering the
achieving? Mobile‟s
strategy?
effectiveness?
Campaign Mobile
Mobile delivery
evaluation development
21. Maximising Mobile Success
Mobilizing existing activities Activate Mobile Marketing
ATL advertising Mobile Search
Fixedline search Display Advertising activity
Instore/promo material SMS/MMS marketing
Existing CRM HTML5 mobile Activity
Email marketing Mobile video/prerole
Fixedline Display/Behavioral Appstore/marketplace presence
Sponsorships Mobile SEO
TV Advertising Carrier partnerships
Website Mobile email marketing
Partnerships
VOD
22. Key tools for maximising success
Effective
Tracking Creativity Planning
and Buying
24. The Right Tracking
Msite
Publishers (CPM)
Optimization
Banner/ Tracking Banners
HTML Ad Unit Networks
Bannerclick Time of day
Network Day of week
Networks (CPC) Publishers Publisher
Coded Publisher groups
publishers
Application App downloads
Events
Section Virtual CPA
Carriers searched Behavioral groups
(CPC/CPM) Actions taken Usage
Location H/M/L Usgae
Activity Usage
Retargeting
25. The advantages of YSDK
Fully
trackable Plan on
through to virtual cost
conversions per
iOS and
acquisition
Android
In app event Conversion
reporting attribution of
web to app
and app to
web
27. Rich Media Advertising Effectiveness
Smartphone
Users are 50%
Ad awareness
more likely to Increased By
recall an 25% For
expandable expandable
banner banners
Source: IAB UK
34. Rich Media Capabilities
SHAKE & TILT ANIMATION
FACEBOOK
Accelerometer control for Fluid automation engine with
Post to wall on Facebook
engaging experience / games high performance sequencing
TWITTER 360 Degrees
Post status update to Twitter Product Rotations &
Panoramas
DRAG & DROP IMAGE GALLERY
UI for puzzles, builders and Tactile galleries with
more thumbnails & downloads
SMART DAYPARTING
SOUND BOARD
Creative or offer varies by
Tap to play sound immediately
time of day
COMPLEX ANIMATIONS Mapping FORM CAPTURE
Slide, fade, object paths and Link through to Google maps Text, pull down, checkbox &
more 36
form validation for lead gen
with option for branded pins
35. What can Yodelmobile provide?
The most cutting edge HTML5 Ad Creation
service
Build Once, Run Everywhere
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
37
38. Branding Works on Mobile
Average Brand Lift of Mobile Display Campaigns
+13%
+16% +24%
+76%
+58%
+44%
1) Sample includes hundreds of mobile display campaigns
Source: Goole: Insight Express Online & Mobile Norms, Nov‟07 to Dec‟09
39. Mobile Drives Response
Conversions Click Through Rate Cost Per Acquisition
+80% -15%
+43%
Separating out mobile campaigns from desktop drives
significant performance gains
Source: Google internal data,
41
40. 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
45. About Us
Cross platform specialists since 2005
Team of 130+ people across 5 countries
+400 apps in the past 12 months
+ + +
Your business is here… And Here And also
here… too… here.
47
46. About Us
More than 200 brands and agencies have put their trust in us.
48
49. 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
51
50. 1. What do you
want to achieve?
Examples...
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
52
51. 2. Get the whole
picture
Mobile isn‟t standalone
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
53
52. 3. Be relevant
Follow the user‟s journey and
detect potential touchpoints.
Fit the audience
Provide a reason to download your app
Exclusive content
Discounts
An app needs to be maintained
Take advantage of updates
54
53. 4. Be yourself
Don‟t chase the latest buzz
just to be cool
Work from your values, your positioning
and your message
Create a logical connection between the
app and its functionalities.
55
54. 5. Pick the right
platforms
Not everyone has an iPhone or an
Android. Not even a smartphone.
The audience will tell you everything you
need to know
Get the basics right (so yes to a mobile site)
56
55. 6. Usability
Make people love your mobile
presence.
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
57
56. 7. Ubiquity
Mobile goes everywhere
Take advantage of “anytime, anywhere”
The bridge between the individual and
everything around them, virtual or real
Create time pressure to boost mobile sales
58
57. 8. Uniquely Personal
Respect the user‟s choice
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
59
58. 9. Mocial
Mobile is inherently social
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
60
59. 10. Make your mobile
services easy to find
Mobile apps and websites don‟t
market themselves
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
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