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Burner mobile e gr summit v1.1
- 2. Rob Thurner – mobile consultant, author, trainer!
Ø Founder,
Burner
Mobile
-‐
Consultancy,
strategy,
white
papers
Ø Mobile
strategy
-‐
American
Express,
Barclays,
Barclaycard,
BeEair,
Heineken,
Ladbrokes,
O2,
Paddy
Power,
Richemont
Ø Author
-‐
10
key
decisions
for
mCommerce
success
-‐
Mobile:
Winning
with
Mobile
Ø Digital
Tutor
and
Trainer
-‐
Clients
direct,
IDM,
IAB,
Econsultancy,
Emarketeers
@burner_mobile
©
Burner
Mobile
2013
- 3. Agenda
Ø Mobile
consumer
trends
and
demands
Ø AcquisiSon
opSons
Ø Building
long
term
loyalty
Ø Tracking
and
predicSng
behaviour
@burner_mobile
©
Burner
Mobile
2013
- 4. Today’s Mobile consumer snapshot!
Ø On
average,
we
check
our
mobiles
Ø 69%
of
tablet
users
have
shopped
150
1mes
/
day
via
their
device
in
the
last
30
days
(Source:
Google)
(Source:
IAB
UK)
Ø 84%
of
smartphone
owners
use
mobile
devices
in-‐store
…
17%
of
them
have
changed
their
minds
as
as
result
(Source:
Google)
Ø 61%
of
customers
who
visit
a
mobile
unfriendly
site
are
likely
to
go
to
a
compe1tor’s
site
(Source:
IAB
UK)
Ø 56%
of
smartphone
owners
prefer
Ø Mobile
will
account
for
50%
of
using
their
smartphone,
rather
than
payments
worldwide
by
2016
a
computer,
to
access
the
internet.
(Source:
PayPal)
(Source:
Prosper
Mobile
Insights)
@burner_mobile
©
Burner
Mobile
2013
- 5. Consumers - more demanding than ever!
Web
browsing
Navigation
Gaming
Personal
organizer
Call
Email
Camera +
pictures
Shopping
Text
Search
Mobile TV
Tablets
@burner_mobile
Music
Content
Download
Social
networks
Vouchers +
tickets
mPayments
©
Burner
Mobile
2013
- 6. Mobile users won’t tolerate rubbish!
Are
Audi
A4s
really
that
horrible
to
drive?
I
feel
ripped
off
–
even
though
the
game
was
free!
@burner_mobile
...drives like
there is a
drunk behind
the wheel
Just
like
a
real
A4
–
it’s
boring
and
tedious
©
Burner
Mobile
2013
- 9. Mobile gaming apps : driver of downloads!
@burner_mobile
Source: Kantar Media 2013
©
Burner
Mobile
2013
- 11. Why use a tablet?
!
49%
Easiest for me to pick-up
37%
Fastest at giving me what I need
37%
Screen/interface is easier to use
Preferred
functionality
32%
What I need in format I prefer
31%
Always prefer to use this device
27%
Has apps/programmes I prefer
18%
Habit
7%
Offers greatest privacy
6%
No other devices were available at the time
5%
Cheaper for accessing the Internet
@burner_mobile
©
Burner
Mobile
2013
- 13. Channels used for mobile gaming!
@burner_mobile
Source: Kantar Media 2013
©
Burner
Mobile
2013
- 14. Mobile OS used to gamble!
@burner_mobile
Source: Kantar Media 2013
©
Burner
Mobile
2013
- 17. Are you on their wave length?!
@burner_mobile
©
Burner
Mobile
2013
- 18. Reasons for gambling on a mobile device!
@burner_mobile
Source: Kantar Media 2013
©
Burner
Mobile
2013
- 19. Identifying consumer clusters : Heineken!
Tribal drinkers
Career guys
Routine strugglers
Buzz seekers
Regular blokes
Detached moderates
Party girls
Male traditionalists
Careful females
@burner_mobile
©
Burner
Mobile
2013
- 20. Multi-app strategy?!
PROS
MORE PROS
• Mobile only customers do app store
search
• Existing customer behaviours, upgrades
and notifications
• Gaming market commoditised and
licensed - multiple branded licensed
products mean audiences search for
favourite brands
• Upgrade process drives engagement,
improves UX, maintains awareness and
volume
• Acquire users around the products they
love and use CRM to drive value and
cross-sell to other products
• Richer process: Better graphical
capability and deeper gaming
experience capabilities
@burner_mobile
©
Burner
Mobile
2013
- 21. HTML5 strategy?!
PROS
CONS
• Audience reach
• No App Store marketing machine - increases
CPA
• Less expensive
• Hard to get to people to remember where to
come for the product
• Build once, distribute across all
devices
• Homescreen discovery is tricky - if not
bookmarked you can lose the customer,
meaning further CPA or marketing cost to reengage and 'install'
• Speed to market and update speeds
• Data network problems on device - especially if
the device is running out of memory
• Staffing and resources
@burner_mobile
©
Burner
Mobile
2013
- 22. Track site visits for !
to get insights
Ø Which pages
will improve
leads?
Ø Where are
quick wins?
Ø What are most
effective
channels to
drive traffic?
@burner_mobile
©
Burner
Mobile
2013
- 23. Driving acquisition – SMS + Weve
Ø 15m
opted
in
customers
-‐
O2,
EE,
Voda
-‐
pre
defined
segments
by
interest,
gender
and
age
(over
18)
Ø Messaging
cap
of
one
gambling
related
message
per
month
Ø Selling
the
majority
of
gambling
inventory
available
to
3
key
partners
Ø User
base
will
be
rotated
between
partners,
this
way
users
see
different
adverts
from
different
brands
@burner_mobile
Source:
Weve
©
Burner
Mobile
2013
- 24. Weve – opted in, excellent CPA results!
@burner_mobile
©
Burner
Mobile
2013
- 25. Results with Weve
Ø Client
feedback
on
performance
shows
that
messaging
works
in
achieving
sustainable
CPA
targets
Ø Typical
CTR’s
range
from
0.1%
–
2.5%
Ø CPA’s
for
sports
book
clients
range
between
£26
-‐
£120
at
sustainable
levels
@burner_mobile
Source:
Weve
©
Burner
Mobile
2013
- 26. Driving acquisition - search!
… 50% of mobile sessions start with search!
@burner_mobile
©
Burner
Mobile
2013
- 29. Build content sites to compliment SEO!
@burner_mobile
www.news.ladbrokes.com
|
Grand
Parade
©
Burner
Mobile
2013
- 30. Rich media mobile ads!
Ø Delivers
high
user
engagement
Ø Drives
brand
awareness
and
loyalty
Ø Enhances
mulS-‐channel
campaign
efforts
Ø Encourages
sharing
of
branded
content
Ø Increases
sales,
conversions
and
customer
acquisiSon
@burner_mobile
©
Burner
Mobile
2013
- 31. Most focus on customer acquisition!
Mobile
advertising
Site +app
development
Social
Mobile
Mobile PPC
@burner_mobile
©
Burner
Mobile
2013
- 32. Bigger opportunity for long term loyalty!
Mobile
advertising
Basic appdevelopment
Social
Mobile
Mobile PPC
Data
Integration
Messaging
Coupons
CRM Loyalty
Programmes
@burner_mobile
©
Burner
Mobile
2013
- 33. Brand switching … why?!
@burner_mobile
Source: Kantar Media 2013
©
Burner
Mobile
2013
- 34. Competitors : brand attributes!
@burner_mobile
Source: Kantar Media 2013; Sample: all regulars
©
Burner
Mobile
2013
- 35. Develop segment-based Mobile CRM!
Engagement
Ø New games released
Ø Branded gaming content
Ø Location specific alerts
Conversion
Ø Personalized promotions
Ø Shopping cart expiration alert
Ø Event alerts
Loyalty
Ø
Ø
Ø
Ø
@burner_mobile
Request reviews
Share comments on reviews and products
Post purchase updates
Personal coupon updates
©
Burner
Mobile
2013
- 40. In-app push notifications
Her profile
Your content
•
•
•
•
•
•
•
•
Preferences
Location
Behavior
Location
history
Timely
Relevant
Useful
Delightful
Keep your connected customers closer
Revenue
cost savings
@burner_mobile
Brand
loyalty
Lifetime
total value
Source:
Urban
Airship
©
Burner
Mobile
2013
- 41. Push builds relationships!
4x
App engagement
2x
App retention
download
Results reported from customers:
10x greater response rate than email
16x more traffic than busiest day ever
30% increase in social sharing
8x faster bookings compared to other channels
@burner_mobile
Source:
Urban
Airship
©
Burner
Mobile
2013
- 42. Campaign automation!
VIPs: Meet U2
backstage at the
MGM Grand
If VIP:
Apply to the VIP
Club for a chance to
win backstage
passes!
If not VIP:
@burner_mobile
©
Burner
Mobile
2013
- 43. Tracking usage - funnel analysis!
Source: Localytics Demo
@burner_mobile
©
Burner
Mobile
2013
- 44. Tracking usage - funnel analysis!
@burner_mobile
Source: Localytics Demo
©
Burner
Mobile
2013
- 45. Tracking usage - abandoned cart!
@burner_mobile
Source: Localytics Demo
©
Burner
Mobile
2013
- 46. Tracking usage - reactivation trigger
@burner_mobile
Source: Localytics Demo
©
Burner
Mobile
2013
- 47. Mobile - the Holy Grail
SEO Terms
Used
Email/Mobile
response rate
Call centre
inquiries
Web e2e data
Warehouse
Single
Customer
View
Standard
Business
Intelligence
Tool
Site logs
Orders
@burner_mobile
©
Burner
Mobile
2013
- 49. The reality - more complex!!
@burner_mobile
©
Burner
Mobile
2013
- 50. Track + Activate Consumer Touch Points!
@burner_mobile
Source: RadiumOne
©
Burner
Mobile
2013
- 51. True Real-time Audience Targeting!
Data Management Platform
INTELLIGENCE
Harness audiences across every digital touch point. CRM
data 3rd Party data can also be build
Brand uses proprietary tools to included in your DMP
20 milliseconds
Commercial Segments
INSIGHT
Audience Segmentation
Amplification
Commercial audience segments updated by social
connections
Demand Side Platform
ACTIVATION
Segments matched with all the available
inventory, and activated with media in the
right place, at the right time
CROSS DEVICE / PROGRAMMATIC / REACH 700m+ USERS / FBX PARTNER
@burner_mobile
Source: RadiumOne
©
Burner
Mobile
2013
- 52. 3 step process – Intelligence, Insight,
Activation!
Activation
Brand Activation,
Content Distribution
Advertising
ACTIVATE
AUDIENCE
HARNESS
AUDIENCE
DIGITAL
AUDIENCE
Insights
@burner_mobile
Leverage
audience from all
consumer touch
points
Intelligence
UNDERSTAND,
SEGMENT
AMPLIFY
AUDIENCE
Source: RadiumOne
©
Burner
Mobile
2013
- 53. Mobile resource – Amazon ebook!
Search:
Winning
with
Mobile
@burner_mobile
©
Burner
Mobile
2013
